It may be tough to persuade somebody to join a service based mostly on a touchdown web page alone. That’s why entrepreneurs are inclined to concentrate on utilizing content material like ebooks, webinars and different sources to gather leads on the prime of the funnel, after which nurture them into paying prospects in a while.
However a few of your potential prospects are prepared to start out proper now, and dropping a lead that’s able to get going — and probably begin paying — is a heavy loss. That’s why having a killer touchdown web page that sells your SaaS product by itself is so necessary.
To display, we’ve collected touchdown pages from six outstanding B2B software program corporations and damaged down what makes their pages so nice … and not-so-great.
#1: Leanplum — Cellular Advertising Automation
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Changing with distinction
This touchdown web page from Leanplum makes a robust first impression, with a daring shade palette of purple, orange and pink. Particularly, the orange serves as the right accent shade to the dominating purple.
Whereas the palette itself is gorgeous, the implementation of it has room for enchancment. The aspect that should stand out essentially the most — the decision to motion — is additionally purple, inflicting it to mix proper into the remainder of the web page. Reserving the orange to be used right here, or discovering one other color that may clearly contrast in opposition to the remainder of the web page’s palette would go a great distance.
Don’t depend on video alone
Including a brand new color is fairly straightforward, although. The larger drawback with this web page is its full reliance on video as a manner of delivering details about the product.
Leanplum permits app builders to A/B take a look at in-app content material, section audiences and ship personalised messages and notifications.
However aside from the callout to its personal growth documentation, this web page doesn’t point out any of Leanplum’s options nor advantages. This info is barely within the video, linked to by a tiny line of white textual content.
Not everybody desires to observe video, or is in a state of affairs the place watching it’s snug. So whereas video on your landing page can usually be an extremely persuasive lead-generation software, it’s additionally one which ought to complement the remainder of your web page’s content material, not change it.
This web page could be massively improved by the addition of content material that claims extra in regards to the product, reasonably than counting on the video to do all the heavy lifting.
Navigation naggery
There’s one different huge drawback on this web page, and if there’s a cardinal sin of touchdown web page design, that is it: the navigation.
A touchdown web page will not be a gateway to your web site, however a vacation spot in its personal proper: the consumer will get what they want, and so they grant you their e mail handle in return.
Upon getting that, you possibly can nurture them into paying prospects. But when your web site’s navigation is in your touchdown web page, you’re inviting the prospect to go away the web page, meander about, and maybe lose curiosity altogether. You can lose their consideration.
In a well-optimized marketing campaign, the ratio of hyperlinks to conversion targets in your touchdown web page — its attention ratio — ought to be 1:1.
Oli Gardner breaks down what makes consideration ratio so necessary.
#2. Infusionsoft — Gross sales & Advertising Automation
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It’s not proof with out proof
This touchdown web page from Infusionsoft has a few of one of the best buyer testimonials I’ve ever seen.
Infusionsoft makes use of screenshots of their buyer’s interface to supply credibility to their testimonials.
Not solely do they show unbelievable progress with exact metrics — from 200 to 19,576 leads, for instance — they really present the components of their product’s interface that convey this info.
It’s a good way of incorporating social proof whereas additionally speaking the product’s performance and its hand in growing these metrics.
Construction your copy for skimming
The testimonials are additionally, sadly, the one aspect of this web page that’s been given any area to breathe.
There may be merely an excessive amount of textual content crammed into too small of an area actually in all places else on the web page. The truth that the hero shot is a screenshot that’s additionally jam-packed with textual content makes this web page unattainable to know at a look.
Moreover, nearly all of the heavy-lifting finished by content material on this web page is within the type of a bulleted listing with no classes or headings, and an equivalent checkmark picture positioned subsequent to every one.
This makes it unattainable to skim the web page and perceive what it’s about, which is how individuals truly learn on the internet. In some of the definitive and heavily-cited studies on how users consume text on the web, Jakob Nielsen of the Nielsen Norman Group writes:
In analysis on how individuals learn web sites we discovered that 79 % of our take a look at customers all the time scanned any new web page they got here throughout; solely 16 % learn word-by-word.
For this reason headings, strategically emphasised textual content and recognizable icons are necessary: they make it potential for the consumer to skim the web page and discover info that’s related to them.
#3: Domo — “Cloud-Primarily based Enterprise Administration Platform”
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Okay! I’m right here, I’m strapped in, and I’m able to be delivered some worth. Let’s see what Domo has for me!
“Domo for on-line entrepreneurs.”
… Okay.
“The Problem.”
What? Who’re you? Why am I right here? What’s occurring?
It’s not till I end studying your entire first part of the web page that I get an inkling as to what this product may be for, and I’m nonetheless not completely satisfied. Yeah, realizing my ROI on a per-channel foundation appears nice, however how? And to what finish? What’s Domo and the way will it assist me?
As Joanna Wiebe as soon as put it, a headline’s solely purpose is to maintain the reader on the web page. When you’ve captured their consideration, you’ve earned the chance to go extra in-depth and supply an actual argument as to why you’re the appropriate match.
However Domo by no means tries to earn that chance. This web page appears to imagine that you already know what its product is and the worth that it will possibly present.
And that’s an assumption that no enterprise ought to ever make.
#4: Emma — E-mail Advertising
This picture is cropped — click on to see the complete web page.
This touchdown web page for Emma’s e mail advertising and marketing and automation platform is lengthy. No one can say whether or not it is a optimistic or destructive with out testing it, however no less than Emma makes use of the size as greatest as it will possibly, giving an in depth overview of the product’s options and advantages with out ever feeling overwhelming.
Even if you happen to skip the video, many of the image examples on this page are animated and present the good fluidity of Emma’s interface.
Whereas this web page has tons of nice stuff on it, I actually want Emma made a stronger first impression.
“The ability of automation, the simplicity of Emma,” seems like an incredible tagline for a film a couple of advertising and marketing automation AI gone rampant, but it surely doesn’t talk the value that the product will present to the consumer.
Then the following block compels you to observe the video, promising that e mail automation doesn’t should be sophisticated to be highly effective. That is nearer to speaking the product’s worth, but it surely’s barely seen and exists solely to compel you to observe a video you could or could not need to truly watch.
What does my enterprise want from e mail advertising and marketing? And the way can Emma assist me accomplish it? These are the questions that Emma must reply, ideally as near the highest of the web page as potential.
#5: Fixed Contact — E-mail Advertising
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Working at Unbounce, you see plenty of touchdown pages. And infrequently, these touchdown pages are very, superb. Nevertheless it’s fairly uncommon that you just see one which makes you go, “Whoa, that is sensible.”
However whoa, that is sensible. (Aside from that navigation — can we have to do that once more?)
Constant Contact is an immensely fashionable and highly effective e mail advertising and marketing platform, and but this touchdown web page focuses on simply one side of the product, and does it effectively. This touchdown web page is focusing on people who find themselves looking for e mail templates, not e mail software program.
The worth proposition — “The perfect emails begin with one of the best templates” — is related exactly to what the customer is looking for, and the web page then lists the three most related options:
- Drag-and-drop enhancing
- Cellular-friendly
- No HTML wanted
Not solely does Fixed Contact promise you one of the best emails, but it surely guarantees you possibly can create mobile-friendly ones with no technical data.
However this web page actually seals the cope with this one non-template inclusion:
Correctly guessing that a few of their viewers may be entrepreneurs who’re too busy to create a customized template for his or her firm’s emails, Fixed Contact presents to do it for them. They’ve discovered a sensible method to do one thing we wouldn’t sometimes advocate: including an different call to action — phoning instantly — with out it detracting from the first CTA to start out a free trial.
This in the end hurts the web page’s consideration ratio, however testing concepts that fall outdoors the realm of greatest practices is one thing that each conversion optimizer ought to be doing.
This is without doubt one of the greatest examples I’ve ever seen of a touchdown web page designed to acknowledge and get rid of a doubt in a single fell swoop. On this case, the consumer’s doubt is “Do I’ve the time and/or sources for this?” By saying that they’ll do it for you, and presenting the choice to telephone them instantly, each of these doubts are quashed.
#6: Autopilot — Advertising Automation (1v1 Comparability)
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On this subsequent instance, we’ll check out two touchdown pages promoting Autopilot’s advertising and marketing automation platform and the way they evaluate in opposition to one another.
Instance A very looks like essentially the most boilerplate of the 2. There’s a headline that guarantees “Straightforward-to-Use Advertising Automation Software program,” which is, by any measure, pretty uninspired. There’s a ton of corporations promoting advertising and marketing automation software program, and all of them would love me to imagine that their answer is the simplest to make use of. However what truly makes it straightforward to make use of?
Instance B does a a lot better job in speaking the product’s core profit:
Drag and drop easy advertising and marketing automation.
The phrase “easy” appears very misplaced right here, however this headline nonetheless succeeds over the opposite as a result of, along side product screenshot, it permits me to visualise what makes this platform straightforward to make use of.
Typically, Instance B appears to take a extra considerate method to its copy. Fairly than pushing all the product’s options, it focuses on three key advantages which might be straightforward to recollect.
After hooking you with the promise of drag-and-drop advertising and marketing, the subhead elaborates on the worth proposition: “Autopilot is straightforward and visible advertising and marketing automation that works with e mail, SMS, and junk mail.” And the testimonial does a a lot better job conveying the product’s price, by clearly explaining what the shopper did and what they achieved consequently.
My solely want is that “no bank card required” caught round for Instance B, too. The worry of getting to enter fee info to strive a bit of software program creates actual friction, so it’s price it to get rid of that worry earlier than it will possibly take maintain.
Which touchdown web page would persuade you to offer Autopilot a strive?
Inform me why I’m right here
Maybe essentially the most tough a part of making a touchdown web page for a software program product is that these merchandise are inclined to have a litany of options and use circumstances. Speaking their worth in concise manner can appear to be an insurmountable process.
That’s why it’s so necessary in your touchdown web page to lead with the shopper and never the product. Your viewers isn’t made up of “individuals” who want “software program.” It’s made up of Linda, who’s trying to implement her first drip-nurturing technique. It’s Craig, who’s grappling with a surge in leads with no method to grade them.
It’s 1000’s of people, every with their very own particular person want; it’s as much as you to handle that want as rapidly as potential.
It’s as much as you to inform them why they’re right here, and make them blissful they got here.