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How to Increase Conversions for Your SaaS Landing Page? An Expert Guide (2022)

We discuss how to increase your conversions for your SaaS landing page with insights and examples from experts and SaaS founders.

Table of Contents


Are you wasting a lot of time making detailed tweaks to increase your SaaS landing page conversions only to get no customers ringing your MRR?
Well just a month back, I had the same problem.
Now my landing pages are helping increase trust with inbound leads converting without any assistance.
I mined the internet to curate how to increase conversions on your SaaS landing pages. In this post, we share all the methods to get your landing page converting!
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Note: SaaSwrites is a curated growth marketing hub and resource built to help SaaS founders grow their products. We sincerely thank all our experts for their constant value addition to this world.

Most of you think you have a traffic problem when really you have a conversion problem. You can pay for quality traffic but you can't pay for someone to convert. Focus on maximizing your landing page conversion and see how much revenue goes up with the same level of traffic. ~ Sachin

Why your SaaS landing page is not converting?

Jared shares why.
Most people writing landing pages are not copywriters and it shows.
Look at a start-up’s landing page and you’ll see something like…
A 4 to 5-line ad listing features.
Few…that won’t sell at all.

Benefit-oriented

Features do not persuade people to buy.
Features alone will never persuade someone to buy.
If the bulk of your landing page focuses on features, it’s time to start over.
If listing endless features isn’t the answer, what is?
This is one way to turn readers into buyers
Any beginner copywriter knows to focus on the benefits, not the features.
I want to make this part crystal clear so let's go with an example.
Let’s say you’re selling widget X.
A feature of widget X is that it automates your email replies.
Your selling point isn’t “automated email replies.”
Your selling point is “saving you time.”
If you tell someone “this automates your email replies” they might think “I don’t need that? I can reply to my own emails.”

Don’t lead people to think, “I don’t need that.” Lead them to think, “I want that.”

If you tell them, “This gives you more free time”
“This gives you more time with your family.”
“This gives you more time to do the things you enjoy.”
They’ll say “I want that!”
Think about it.
If you say…“Do you want automated email replies?”
They might say no.
If you say…“Do you want more time with your family?”
They will say yes.
The upsides of focusing on the benefits instead of the features are undeniable.

People saying yes to the benefits are subconsciously saying yes to your product or service.

If they’re scrolling and reading and saying “yes, yes, yes, yes” then they’ll click Buy Now when they reach the bottom.
It’s basic sales.
Get them saying yes and when it comes to the Ask they are conditioned to say, yes.
But what’s the best way to show them the benefits?

Story Time

There’s nothing more powerful than a story.
Let's stick with the email reply automation.
Tell a story about a hard-working father getting home from work early because the email software is writing his replies.
The key here is to make the story relatable.
The reader needs to be able to picture himself as that father.
The story should highlight one key benefit of using the feature.
Connecting with a story is better than bombarding them with product information that starts with…
“We” and “I” and “Our”
Keep the story short and at the end add a call to action.
“Want to spend more time with the family? Click the link.”
The story is a picture of the reality they could have.
Your CTA calls them out of their reality and into yours.
They’ll be pulling out their wallet because they saw what was possible.
They liked the reality you offered better than the reality they live in.
Do this and your landing page conversions will skyrocket.
Summary:
Features don’t sell, benefits do.
Paint the picture of their new reality.
End it by calling them into that reality by buying.
Simple.

12 Questions to ask yourself to fix conversions

  1. Can you currently measure the performance of your landing page? Including views, CTA clicks and conversions?
  1. Do you have a compelling benefits-based heading and sub-heading that resonates with your buyer persona?
  1. Do you use a clear product image or video to show (not tell) the visitor about your product
  1. Does your landing page have one strong, visual and consistent call to action?
  1. Have you powerfully captured your visitor's pain and frustration with the current process or solution they use?
  1. Have you clearly outlined and quantified how your product helps users realise that benefit via its features?
  1. Have you highlighted customer testimonials, case studies, or other 'proof' that highlights authority and capability?
  1. Is your copy easily scanned, clear and precise? Is it clear in a few seconds what you do?
  1. Does your landing page look professional and trustworthy?
  1. Is your landing page beautiful and functional on all devices?
  1. Have you had a potential customer, colleague, or industry influencer review your page?
  1. Are you prepared to continue refining and testing your landing page to increase conversion?
Clarity is King. Context is Queen. Creative/ Conversion is the Prince. Your landing page should be able to tell the consumer: → WHAT → WHY → HOW you do what you do. It should also be able to make the consumer VISUALIZE it. Write the copy first then design around it ~ The MD Panda

What drives a conversion on a SaaS landing page?

A simple trick to increase your landing page or website conversion rate: As someone scrolls through your landing page/site, they should feel their questions are being answered with every scroll. Your page should actively fight the reasons why someone would NOT convert. ~ NIk Sharma

There are two main ways to increase conversions to your landing page:

  1. Increase motivation
  1. Reduce friction
You can increase motivation by:
  • Naming their struggle and answer what's in it for them?
  • Showing social proof as evidence to increase trust.
  • Answer their questions and worries upfront.
  • Clearly stating the benefits.
  • Strong design.
You can reduce friction by:
  • Showing a clear call to action.
  • Shortening the time to value.
  • Simplifying the sign-up experience.
Think back to your most recent purchase online:
  • What ultimately convinced you to buy?
  • What questions did you have?
  • How were they answered?
  • What would you change?
We are all buyers.
Map out your own conversion journey.
It’ll help you see through the gaps.
 
A landing page that has a high conversion rate and a landing page that looks cool and follows best practices are polar opposites. ~ KT
 
You can have the best:
  • Creative
  • Headline
  • Ad copy
But...If your landing page doesn't:
  • Welcome the prospect
  • Reinforce their decision to click
  • Push them to convert
  • Have a strong CTA.
You'll have little to no conversions.

Focus on your structure to increase your SaaS landing page conversions.

Conversion tip: Your landing page should feel like a red carpet experience
Your customer is the celebrity.
And you’re the assistant.
It’s your job to make sure anything that the customer needs is right in front of them in an organized and digestible manner.
You are losing 90% of your visitors to your landing page.

Optimizations won’t fix a page that doesn’t match your visitor’s expectations.

Don’t create a one-size fits all experience.
Landing pages can make or break a business.
They are the first impression.
Studies show you have <10 seconds to convince your visitors to stay.
In a sea of competition, you need to show your visitors why you are the *right* choice for them.
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Match the temperature of your messaging to the temperature of your traffic

Meet your visitors at their stage of awareness.
The great Eugene Schwartz broke down prospect awareness into 5 different stages:
  • Unaware: No knowledge of anything except their own identity or opinion. Avoid marketing to.
  • Problem-Aware: Feels she has a problem, but doesn’t know there’s a solution.
  • Solution-Aware: Knows the result he wants, but not that your product provides it.
  • Product-Aware: Knows what you sell, but isn’t sure it’s right for her.
  • Most Aware: Knows your product, they are almost ready to make a decision, only needs a little push.
Understand how much pain your prospect is in what’s their struggle, and how excited they are about the product.
Create content and landing pages for each stage.
Join the conversation that’s already happening in their heads.
Be part of their context.

Craft a compelling headline

80% of people don’t read past the headline.
If the headline doesn’t catch them, they won’t see your content.
Remove the guesswork on why your visitors should choose you.
It should answer:
  • What am I getting out of this?
  • Why should I care?
notion image
Establish what your product does, what are the benefits, and how it is different.
Think of the following questions to craft it:
  • What bad alternative do people use when they lack your product?
  • How worse would life be if your product didn't exist?
  • How is your product better than the bad alternative?

Make sure you know the difference between what a value prop is.

What is not a value prop:
  • Description of product
  • Mission statement
  • List of features
  • List of benefits
  • Tagline
What a value prop is:
  • Unique/Different
  • Desirable
  • Specific
  • Concise
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Make it scroll-stopping

How do you get people interested in what you have to say?
Write an attention-grabbing hook:
Make it specific
  • Share a bold claim
  • Address key objections
  • Trigger an emotional reaction
  • Speak directly about their pain
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Make them believe it

Prospects need you to prove this is legit.
They need to know they can trust you.
Show them proof in the form of:
  • Reviews
  • Star ratings
  • Testimonials
  • Case studies
Make sure these are from people or companies that mirror your target audience.
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Build urgency

Set the context.
What’s going on in the world that makes your solution a must-have, *now*?
Take advantage of inflection points in tech, culture, and society.
  • Economy
  • Remote work
  • Creator economy
  • Employee wellbeing
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Give them a clear call to action

Simplify the decision for them.
Your CTA is the next step to fulfilling the claim in your headline.
Make sure you are getting rid of all their worries.
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Do a VSL and put it into your landing page or portfolio. Guarantee that'll increase conversions.~ Kyle

Case Study: How Jim increased his landing page conversion for MagicPattern

I reached a 30% conversion rate for Magic Pattern.design landing page.
13k unique visitors
4k signups
These are some actionable tips that worked for me...

1. Describe your product briefly

Every visitor can understand what my product does in a few seconds.
What: Create background patterns
How: One-click editor
Why: Brand your company assets
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2. Add beautiful visual content

Visuals grab user attention because they can be processed 60,000 times faster than text.
By adding well-designed product images in your landing page you make your visitor wanna try your product.
PS. Video works too. We'll see how below
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3. Live preview

Another way to build up excitement is by providing a live preview of your product.
In that way, people can have a quick demo and decide whether your app fits their goal
Simple Hack: Limit features of your real app to make them wanna signup to your product
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4. Use videos for features

We NEVER read feature sections that display over 3 sentences. It's a fact.
People want to see how your product looks and why they should use it.
Small videos are the perfect way to demonstrate your value points.
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5. Above the Fold was never dead

Almost **90%** of my conversions came from the above the fold section.
Product landing pages are not portfolios. Users spend very little time on your website.
Then, you must NEVER leave CTAs out of your hero section.
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6. Social Proof is powerful

According to a Nielsen report, 70% of people will trust a review from someone they’ve never even met.
We have the tendency to trust services once we find out that other people love them too.
Add testimonials near your CTAs and pricing plans
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7. KISS your onboarding

Let your users signup with **less than 4 clicks**
Whatever you think about Google as a corp, use their social login feature. It will def boost your conversions and speed up signup.
For MagicPattern, a new visitor can create a pattern with 3 CLICKS.
notion image
A small note for the signup screen
Try to visually "hide" the "Create an account using your email" CTA.
I figured out that people tend to prefer social login and join quicker my service.
And obviously, you lose fewer leads with that trick.

What to do next? Here’s a step-by-step practical approach to increase SaaS landing page conversions

I wrote a sales page... Spent money on ads... And it didn't sell.

I did these 8 things (6 of them have NOTHING to do with copy) And it sold a whopping $600,000 worth of products.

Here are 8 things that make me $600k of sales: A Masterclass.

Let me paint you a picture real quick:
You or your client launch a sales page. It doesn't sell. Panic. You're lost. As is he...
But your client looks at you. "You're the professional. Now what?"
"I'll look into it", you say while sweating bullets. And then you read this thread!
Here's the first thing you need to understand:
A sales page is like a puzzle. It has a lot of moving pieces.
So a sales page that doesn't sell... usually can be fixed. And even turned into a best-seller.
So what are the different parts of a sales page?
Let's break it down into two different types of structures.
The first is the actual structure of the page.
It usually looks a lot like this:
  • Headline
  • Lead
  • Body copy
  • Offer
  • Guarantee
  • Bonuses
  • FAQ
With buttons in-between them. Then...
There's the user-journey part of the sales page.
And it goes a lot like this:
  • Click
  • View
  • ATC
  • IC
  • Purchase
Click from the ad/post -> viewing the page -> Add to cart button -> Initial checkout page -> Purchase.
Now here's why we need to understand this:
In a nutshell?
Those are clues.
Knowing the numbers between each stage will allow us to find the sticky point and fix it.
Makes sense? Now… here’s the kicker:
Even without any techniques - you can guess the problem based on the numbers. Lemme show you:
  • Click -> View
100 Clicks. 30 Views.

What’s the problem?

One of two things:
  1. Irrelevant traffic (clicked by mistake)
  1. Slow page load
Easy. Right?
  • View -> ATC
100 Views. 1 ATC.
This may be caused by a big variety of problems.
It could be: • The hook… • The copy itself… • The price point…
And many more elements.
This is why most of our techniques below will help with this step.
  • ATC -> IC
10 ATCs. 5 ICs.
We’re losing people from clicking a button to moving to the next page??
Either a technical problem or load times.
Most likely tech problem.
  • IC -> Pur
10 ICs. 2 Pur.
Only 20% conversion rate on the checkout page?
One of three problems:
  1. Showed ATC button before building enough value.
  1. Payment gateway (or currency) not fitting your geo-targeting.
  1. Technical problem with the payment gateway.
So…As you can see… We have most of our solutions solely based on numbers.
But what if we know the numbers… And it’s still not enough?
In this case? We need to get outside help.
More specifically - one of those techniques:

Find someone in your target market and show him or her the page.

“Oh come on George. Who’s gonna do that?”
I know. I thought so too.
But there’s a reason I listed this as the first technique.
It works wonders. Try.
Fixed my page within one conversation.

Change the hook + lead

Try changing the headline and the first ~20% of the copy on the page.
If there’s a problem with the copy - it’s probably there.
Try to use a completely different angle.
Check view -> ATC after you’ve changed.

GTMetrix

Run your site in there.
See how fast (or slow) it loads.
Sometimes numbers won’t show you… but you’re not getting sales because your page isn’t loading.
Optimize photos (shrink them) if it’s slow + remove scripts.
Run again to see the results.

Show your page to a fellow copywriter

Sometimes we’re so deep into something…
We miss the most obvious things.
Try this. It helps a lot.
In fact… I show every single page I write to at least one more copywriter before launching.

Use recording software.

Install a “spy” on your site that lets you see the recordings of the user’s behavior.
You can see their behavior and easily see where they stop reading or where they exit.
A good one is “Fullstory”.

Add a timer

You will not believe how many pages this one fixed for me.
I literally had a page that sold nothing… then we added a timer…
That page went on to sell 6 figures. Same audience and the same platform.
The only difference? Timer.

Change your offer

And I can not stress this enough…
This is probably the most common reason your sales page doesn’t sell.
If nobody wants what you’re selling…
Nothing will save you except for changing what (or how) you’re selling.

Change medium to product fit

I see this a lot.
People try to sell $2,000 products using sales pages…
This is just not how it works… usually…
You either sell it through a phone call or a webinar.
Got it?
So, are you all set to create a high-converting landing page? Let me know how it goes!