SaaS landing pages: examples, trends and insights

A good landing page is a web page that’s laser-focused on engaging in only one aim, whether or not that aim is to promote “make your individual bubble tea” kits or to assemble leads on your eBook about why bubble tea is the best drink of all time. (Are you thirsty rapidly? Us too.)

So it follows that the most effective SaaS touchdown pages must be targeted on a particular SaaS-related aim, reminiscent of promoting subscriptions or getting individuals to enroll in your webinar. And a part of the magic behind why a consumer-facing or B2B SaaS touchdown web page will be so nice on your backside line is as a result of it’s designed to maximise conversion. 

Certain, your homepage is nice for introducing guests to your group and offering a basic overview of what you provide, however when it comes right down to the nitty gritty of really getting guests to transform, a SaaS touchdown web page is your best device.

And it’s fairly versatile, too. You can begin constructing hype on your upcoming service with a SaaS pre-launch touchdown web page, or create a SaaS product touchdown web page to point out off your product in its greatest mild. You can even use a SaaS pricing touchdown web page to assist persuade prospects that it’s completely value it for them to fork over their hard-earned {dollars} due to the worth they’re getting in return.

Right here’s your recipe for creating the most effective SaaS touchdown pages. By including these substances you’ll be capable of whip up high-converting SaaS touchdown pages that’ll supercharge your conversions.

Earlier than you do the rest, begin by answering this query: What’s it about your service or product that makes it stand out from the competitors? The reply to that query is your distinctive promoting proposition, and by figuring out that you simply’ll be capable of set a course and focus on your SaaS touchdown web page. Principally, all the things on the touchdown web page ought to, ultimately, be linked to the USP.

That is the highest of the web page (“above the fold”) that comprises your headline and hero picture. An excellent headline will seize consideration whereas additionally clearly figuring out the aim of the web page, so guests instantly perceive the place they’ve arrived. It additionally shouldn’t be too lengthy. (Does this sound a bit, um, difficult? Fortunately we have a solution for that.)

The hero picture is the primary visible component that guests see once they arrive on the web page. You realize that previous saying, “You by no means get a second probability to make a primary impression”? Don’t waste your probability—by together with a robust hero picture, you’ll set tone for the remainder of the web page. (We’ve obtained a lot more to say about hero images here.)

Talking of fine impressions, the general design of the web page can say rather a lot about your product and model even earlier than the customer reads a single phrase. By protecting the design clear, uncluttered, and targeted on the target of the web page (sign-ups, lead gen, and so on.) you’ll be higher in a position to nudge guests in the direction of taking motion.

Searching for nice designs that you could copy—er, get inspiration from? You’ll find plenty of tried and tested (and free) SaaS landing page templates right here. And whether or not you’re a seasoned internet designer or an entire beginner, we’ve obtained the SaaS landing page builder that’s good for you.

A characteristic is a element a few product, like “this automobile has heated seats.” The profit explains why you need that characteristic, reminiscent of “so you possibly can maintain your buns toasty heat even throughout frigid temperatures.”

Use quick, punchy copy (and pictures, if it is sensible to take action) to explain your product’s options and advantages. Bear in mind, the purpose right here is to obviously clarify why guests will need what you’re promoting.

Comparability tables are a good way to put out options and advantages in a method that’s simple for readers to scan by, and possibly even present how your product stacks up towards (i.e. dominates) your opponents.

Do not forget that time you have been chatting with a buddy or coworker they usually have been raving concerning the new restaurant that you simply simply must check out as a result of it was so superior? You most likely felt tempted to drag out your cellphone and make a reservation, proper then and there.

Social proof in your SaaS touchdown web page works in the same method. By together with a suggestion or testimonial from a good supply, you sign to your guests that your product is, certainly, as superb because it appears to be.

In case your services or products is a little more sophisticated or troublesome to elucidate, contemplate inserting a video or animation. This manner you possibly can present your guests how nice it’s, quite than simply inform them, and assist them perceive the way it will match into their lives (and funds). 

There’s an previous gross sales maxim that claims, “A very powerful a part of promoting is asking for the sale.” (In any other case you’d simply stand there in an ungainly silence?) The CTA serves this very important goal by nudging the customer in the direction of taking the motion you need them to take. (If you wish to dig deeper into CTAs, we’ve got you.)

It’s completely superb to incorporate a number of CTAs on a single touchdown web page, so long as all of them level in the direction of the identical vacation spot. Don’t embrace a number of CTAs that hyperlink to totally different pages otherwise you may discover your conversion price dropping just like the vase your cat simply knocked over.

In case your touchdown web page’s goal is to gather leads, you’ll want to incorporate a type. (No kidding, Captain Apparent.) To scale back friction and enhance the chance that guests will really hand over their particulars, maintain the shape as quick and straightforward to fill out as potential. 

The bulk of people that go to your touchdown web page will most likely be doing it through their phones, so it’s important that the web page is optimized for smaller screens. Should you drive guests to view a desktop-formatted touchdown web page on their smartphone, your bounce charges will skyrocket. 

For the 2020 Conversion Benchmark Report, our workforce of information scientists (yep, they’ve lab coats) have been utilizing machine studying and a rigorous methodology to check greater than 44,000 touchdown pages and 33 million conversions.

One of many perks of working right here is that we obtained an early have a look at a few of their analysis. And we don’t wish to sound overly dramatic right here, however one knowledge level made us increase our eyebrows two-and-a-half inches larger than ordinary…

Which means SaaS pages are much less prone to convert than nearly all of different business touchdown pages coated of their in-depth analysis—together with ecommerce and training pages. (“Whaaaat?!”)

Now there may very well be a couple of causes for this. For starters, software program will be fairly intangible and boring-looking, making it tougher to market. (Though, consider it or not, we’ve seen some tremendous attractive bookkeeping platforms.) It will also be sophisticated to elucidate in easy phrases what your software program does, who it’s for, and what all of the totally different options do this make it particular. Plus, most SaaS companies are concentrating on a very particular area of interest, in an business that’s continually altering—and there’s sometimes an extended gross sales cycle, too.

All of those challenges add as much as make SaaS touchdown pages a very powerful nut to crack. And Talia Wolf, the Founder and Chief Optimizer at GetUplift, says they usually trigger entrepreneurs to overlook out on what’s actually driving conversions on their touchdown pages…

Yikes! It could be a bias we’ve right here at Unbounce, however we consider it’s best to by no means “set it and overlook it” together with your touchdown pages. (Although, we completely get how simple that’s to do with all you’ve obtained occurring.) To attain these above-average conversion charges, you want to optimize every web page earlier than and after you hit publish.

And by optimize, we don’t simply imply tweaking your button colours. To form up your touchdown pages the way in which the specialists do, you’ve gotta make good choices primarily based on knowledge and analysis. Monitor who’s visiting your web page and perceive what they’re in search of. Use instruments to find whether or not your copy is definitely resonating. And file what occurs after somebody clicks your CTA.

As a result of it’s provided that you retain iterating and optimizing over time that you simply’ll be capable of uncover the true conversion potential of your touchdown pages.

This is a crucial query to ask as a result of it’s the important thing to figuring out if your whole optimization laborious work is paying off, or if there’s extra you want to do.

By digging by the Conversion Benchmark Report, you possibly can see that SaaS touchdown pages have a mean conversion price of 9.5% and a median conversion price of three.0%. (Unsure concerning the distinction between common and median values? This should clear it up.)

In case your conversion charges are falling beneath the figures above, then it’s time to get to work. 

We spent a few weeks finding out 200 randomly-selected SaaS touchdown pages inbuilt Unbounce. The aim was to search for qualitative developments and commonalities between the pages, and get a way of what a high-converting SaaS touchdown web page seems to be like. 

Our methodology was fairly easy. We’d open a SaaS touchdown web page, examine it for among the totally different parts, then mark it off in a spreadsheet. We went with a smaller pattern measurement (200) that was manageable sufficient for us to take a self-guided look and fulfill our personal curiosity.

Earlier than we dive into the information although, there may be one different caveat. Whereas we did our greatest to maintain solely the pages that regarded, felt, and smelled like SaaS, among the sampled firms won’t promote their software program on a purely subscription foundation.

Sound cool? Then let’s get to the great things…

The most well-liked sort of SaaS touchdown web page we noticed was the “Demo/Consultation Page.” Entrepreneurs are utilizing these to get guests to strive a demo of their software program or attain out for a free session to be taught extra. No surprises right here—it’s that traditional “strive before you purchase” strategy that will get leads within the door.

“Sign-Up Pages” have been the next-most well-liked at 24%, which skip the demo and ask guests to get began straight away with both a free trial or paid plan. These work properly on the backside of the funnel—however you’ve gotta be sure you goal them correctly so solely the decision-ready individuals are clicking onto your touchdown web page. In any other case, you’ll simply find yourself scaring people away.Coming in third place have been “Lead Magnet Pages” at 21%. These are your webinar registration pages, your ebook download pages, and… properly, that’s just about it, really. Looks like these are nonetheless the 2 hottest methods to get top-of-funnel leads into your electronic mail database.

Right here’s an attention-grabbing knowledge level—the common H1 headline we noticed on these SaaS touchdown pages was 44 characters lengthy, which normally is available in at lower than eight phrases. Usually, this offers you simply sufficient house to speak the issue your software program goes to unravel for guests. (E.g., “Rescue Prospects When They Want Fast Assist.”)

And whereas we all know we are likely to assume the shorter, the higher in terms of headlines, that’s not all the time the case. As we went by these 200 pages, one factor we observed was that the shortest headlines have been normally simply the names of the software program or literal descriptions of what they did (e.g., “AI Dialer”). This can be a traditional mistake that SaaS entrepreneurs are likely to make—making the touchdown web page all about you and your software program, and never sufficient about the issue you’re fixing or the individuals who want it most. (Additional proof? Phrases like “You” and “Your” solely appeared in about 27% of the H1 headlines on the SaaS pages I sampled.)

Interested in what different issues are plaguing SaaS touchdown pages? CRO professional Talia Wolf has recognized three different errors entrepreneurs make and put collectively step-by-step directions on how you can clear up them within the epic new information—How to Optimize Your SaaS Landing Pages.

With regards to the photographs being featured on the prime of SaaS touchdown pages, there have been a couple of surprises. For starters, it looks as if most entrepreneurs are nonetheless selecting to point out off their software program on the prime of the web page (40%), quite than {a photograph} of individuals (27%) or an illustration (8%). That is even though many SaaS manufacturers have moved towards using illustrations on their websites within the final couple of years. Looks like entrepreneurs are selecting to go literal on their touchdown pages, as an alternative.

Much more shocking? Nearly one in 4 SaaS touchdown pages are selecting to make use of no photos in any respect of their hero part. This isn’t a foul technique—reducing down on the design parts of your web page might help guests give attention to what’s necessary (like your headline and that huge, stunning CTA) and assist your content material load faster too.

Social proof is likely one of the most dear issues you possibly can have in your touchdown web page. Not solely does it construct belief together with your guests, it may possibly additionally assist to focus on key software program advantages and options that you really want prospects to learn about.

And but—solely 54% of the SaaS touchdown pages we sampled featured a testimonial of some variety. (And that quantity will get even decrease when you solely rely the testimonials that characteristic photographs of the shopper and their actual, full names.)

However you don’t must take my phrase on why it’s best to use social proof—right here’s a testimonial (omg, see what we did there?) from Andy Crestodina, Co-Founder and Chief Advertising and marketing Officer at Orbit Media.

How distraction-free are SaaS touchdown pages?

Right here’s some excellent news! With regards to protecting your touchdown web page distraction-free, most SaaS entrepreneurs appear to be on board. 91% of the pages we sampled had no prime navigation, and 73% of them had just one, singular CTA for guests to click on on. Holding eyes on the prize—that’s the touchdown web page benefit.

Your CTA has to do lots of heavy lifting. Not solely ought to it encourage motion out of your touchdown web page guests, however it also needs to make it clear precisely what is going to occur when somebody clicks by.

The phrase cloud above reveals which CTA buttons SaaS entrepreneurs are utilizing most incessantly on their touchdown pages. “Get Began” and “Get Free Demo” are two of the preferred phrases, with different classics like “Begin Your Free Trial” and “Strive Now” coming in shut behind.

The bulk (72%) of SaaS touchdown pages we sampled characteristic a type of some variety for guests to fill out. This implies quite than have guests click-through to a sign-up movement or another registration web page, entrepreneurs are opting to gather lead data proper on the touchdown web page itself.

The varieties we noticed ranged in sort and measurement. The biggest had over 10 fields to fill out, together with necessary containers asking on your “Kind of Group,” “Job Title,” and “Firm Web site.” (It additionally had a field on the finish asking when you had any “Questions/Feedback.” Which, after all you do. However this touchdown web page type most likely isn’t the most effective place to place them.) 

The typical variety of type fields got here in between 4 and 5, with the shortest varieties asking you to solely fill out one factor: your electronic mail tackle.

Searching for some inspiration on your subsequent marketing campaign? Listed below are 5 SaaS touchdown web page examples, most of which have been built in Unbounce, that impressed us with their good, tailor-made approaches to repeat and design.

Picture courtesy of Mixmax. (Click on to see the entire thing.)

So many SaaS touchdown pages have headlines that target the product. What we love about this instance from Mixmax is that the copy makes it concerning the customer and the issues they care about most. “De-clutter YOUR electronic mail. Prioritize YOUR focus. Automate YOUR day.” These are the advantages of the software program, and the Mixmax workforce has framed them in a customer-centric method that actually resonates with guests.

Picture courtesy of Miro. (Click on to see the entire thing.)

In case your guests are too busy to check out an precise demo, a demo video will be the subsequent neatest thing. On this touchdown web page from Miro, the hero part features a quick, embedded video—lower than a minute lengthy—that helps guests perceive how Miro helps groups share and manage concepts.

The web page’s design is clear and uncluttered, with loads of white house to permit guests’ eyes to give attention to the photographs and the quick, efficient copy. The web page gives a easy, seamless expertise—not not like what it’s like to make use of Miro itself.

Picture courtesy of Peakon. (Click on to see the entire thing.)

If you unravel the funnel, it’s necessary to layer on the social proof so guests are able to make the leap right into a free trial. This instance from Peakon does an important job of displaying that they’re the “world’s main platform for measuring and enhancing worker engagement” by dropping in some big-name firm logos proper beneath.

Add in a easy and simple type that features objection-handling microcopy (“Peakon is free to strive for 30 days. No bank card required.”) and you’ll see why this web page delivers the products.

Picture courtesy of Shoelace. (Click on to see the entire thing.)

This beautifully-designed lead magnet touchdown web page from Shoelace is sort of a work of pop artwork. The on-brand illustrations and animations make downloading the deck seem to be a downright enjoyable proposition, and the copy highlights the issue earlier than sliding within the downloadable deck as an answer.

Additionally, did you discover the “e-book a demo” secondary CTA within the prime nav bar? Though it goes towards one of many landing page best practices, this works properly as a shortcut for extra solution-aware guests who’re able to take motion.

Picture courtesy of FigJam. (Click on to see the entire thing.)

FigJam is a whiteboarding device made by Figma. And much like the Miro instance above, its usefulness is greatest illustrated by seeing the way it works. Nonetheless, this touchdown web page doesn’t require you to click on on a video—as an alternative, it options animations that play routinely (and silently, so that you don’t get that “AARGH I actually hate loud, autoplaying movies!” impact).