Digital Marketing 9 min read
Content Writer @ Galactic Fed
Published 05 May 2021
In a past Galactic Fed post, we handed over the basics for creating a high-converting landing page—generally speaking. If you’re in the software as a service (SaaS) industry, you know it’s a different breed from others.
Since there’s no physical store, office, or clinic, you can’t woo your customers with a suave face-to-face conversation.
Plus, SaaS is not a one-time purchase. You’re not asking prospects to buy light-up sneakers. You’re asking for a long-term commitment to your “AI-driven ‘productivity’ platform that’s guaranteed to make your life easier.” (Hmm…sounds fishy.)
So it’s safe to say your first impression is important. But it’s quite the task when you’re trying to explain your software. A good sales pitch should take as little time as it takes to ride an elevator, right? So how the heck do you break down your technology to someone and convince them to commit to a monthly subscription in 20-30 seconds?
It sounds like your SaaS campaign needs a landing page and a good one at that, which is why we’re here today. Now that you know the basics of a high-converting landing page, we want to give you five high-impact ideas for optimizing your SaaS landing page and making that great first impression.
Before we dive into this list, make sure you can answer these questions:
Answered those no problem? Perfect. You’re ready to take your SaaS landing page to the next level.
In the SaaS industry, building trust is crucial for turning prospects into customers. In the commitment-phobic world we live in today, signing up for an annual subscription is like signing your life away. It’s a BIG deal. So to get signups, prospects need to trust you. You need to demonstrate that your service is legitimate and will solve their problems seamlessly.
How can you build trust in under 30 seconds? You offer a test drive. Whether it’s a free demo, consultation, or trial, put prospects’ commitment issues to rest by letting them see or try it first.
Plus, everyone loves a good freebie. That kind of value is hard to argue with.
It’s time to turn these free trials into more customers. Here are a couple of things you can do to increase your chances of converting prospects:
For more general tips for creating high-converting calls to action, click here.
While we’re on the topic of your CTA, let’s discuss your form length. As a SaaS company, we get it—you need forms to generate leads. But as you probably know, form-fill pages make it a whole lot harder to convert than click-through pages.
Landing page builder, Unbounce, did a bit of digging into their customers’ landing page data and published a report: the Conversion Benchmark Report. For many industries, there’s a correlation between longer forms and lower conversion rates.
To shorten your form, consolidate some fields. Combine the form fields for first and last name, for example. Consider reducing the amount of contact information required as well—do you really need their phone number and email? Remember, once you net these leads, you can always follow up for more details later.
In the same report, Unbounce also recommends keeping word count low—for the SaaS industry, that means under 250 words. You may be wondering how you’ll explain all your fancy features in so few words. So we say: don’t. Instead, focus your copy on the benefits to your customers. You can explain how it works later.
But what to write? Get the Galactic Fed scoop on SaaS content marketing strategies here.
Of course, you want your SaaS landing page to look good—and we recommend putting in just as much effort into your copy as your design.
But today, we’re urging you to take your design a step further and follow an organized visual hierarchy. Don’t worry, that’s just fancy talk for saying you should design your landing page according to how users view and process information online.
And lucky for you, the research has already been done for you. The findings from many eye-tracking studies have guided the development of several layouts you can use for your landing page.
The one we will talk you through today is the Z-pattern layout, which is perfect for pages with less content. Its design mimics the human eye’s route when it reads—left to right, zigzagging top to bottom. Kind of like this:
But don’t feel the need to follow this pattern to a tee. The horizontal lines do not have to be exactly horizontal, and there can be multiple Z’s throughout the page. Just make sure that:
If you’re looking for an example of how this looks in the wild, Facebook (as per usual) does a pretty good job here:
Source: Blue Frog Marketing
Let’s say someone fills out your form to download an ebook, book a demo, or sign up for your service. Is that the end of the marketing funnel?
If you believe it is, we think you may have missed our last blog post on turning your thank you page into a conversion tool. A page that simply says “thank you” is missing out on a whole lot of conversions.
For SaaS, here are four things you could do to optimize your thank you page:
We’ve said this once, and we’ll say it again—test the elements of your landing page, so you know what’s getting people to convert. Guessing will only get you so far.
Need some ideas to get you started?
Play around with your CTA button. Placement, copy, color, and shape.
Test your form length. Maybe for your business, four form fields make it short enough. Others may perform best with two. At this point, who knows?
Try out different layouts. For example, test the Z-pattern against others, such as the F-pattern.
Create different post-conversion experiences using your thank you page. What’s engaging your customers more—social share buttons or links to more content?
** Need help with execution? That’s where we come in. Let’s turn your SaaS landing page into a converting machine.**
Content Writer @ Galactic Fed