Tech Startup Guide to Designing an Effective Landing Page That Converts your SaaS Product

Are you part of a brand new tech startup, looking for ways to effectively convert your SaaS product?

SaaS is widely tipped to become the future of digital consumerism. It is an innovative platform, allowing users to access software and licensing via a subscription, as opposed to an individual purchase and installation.

Of course, SaaS comes with many benefits. For the customers, who can access a desirable service at minimal cost, and also for businesses, who can charge an inflated price for the convenience of monthly payments.

Naturally, many new tech startup businesses and software designers are looking to use SaaS to their own advantage. As the technology is an integral part of the digital age, these businesses will need their own website – one that will not only explain the product in an engaging way, but will convert viewers into buyers.

The very first thing that viewers will see is the landing page – this is your product ‘home’ page. This is where any links should redirect. The most important thing to incorporate into SaaS conversion is a successful landing page design – this is one of the biggest factors that WILL sell your product.

It’s important to note your landing page should shine with your brand. If you haven’t read our article on Why Branding is Essential for Tech Startups, then make sure you give it a read.

Stats and Figures On Having a Creat Landing Page Design

To really clarify why a well-designed landing page is essential for any upcoming tech startup, let’s have a look at the metrics.

A well designed landing page can generate a significantly higher conversion rate, which is why optimisation is necessary.

According to statistics found through WordStream, a longer landing page can generate up to 220% more leads – that’s more than double than what a poorly designed page might offer.

Form fields are essential to generate leads, but many startups go overboard, offering around 11 different forms. In fact, reducing this down to 4 can result in a 120% increase!

Here’s some more information that might help design that perfect landing page:

  • If you don’t ask for an age, your conversion will increase
  • Including a navigation bar could decrease your conversion rate by 100%
  • An average conversion rate is 2.35%. A poorly designed page might see conversions of less than 1%, whereas a well-designed page might generate up to a 15% conversion for your tech startup!

So, What Makes a Great Landing Page?

Designing a landing page for your tech startup

You know how important it is to have an eye-catching website that sells your product, but what exactly makes it great? What do you need to consider to make sure that your landing page is visually pleasing and informal in an ever-changing virtual landscape?

Here, we’ll look at some of the key things to consider when you design your landing page.

Simplicity

Less is more, so the saying goes, and it’s true for a number of reasons. A simple web page is visually appealing – clutter makes for distractions, and will turn what could be a stunning page into a mess.

A simple landing page will redirect a viewer’s attention to exactly what matters, whether that’s a brief on why they need your product, or a simple form to encourage them to sign up. This means that not only are you telling them how your SaaS product will help them, but also shows them how to convert!

Simplicity doesn’t just apply to the visuals, and shuld affect any content you choose to put up. Make sure everything is clear, concise, informative and easy to read!

Colour Schemes

Colour of tech startup landing page design

Have a look at some of the most well-known SaaS products, and take note of how their websites have been designed.

One trait carried across most successful SaaS websites is that they have a select colour scheme, which is a clever branding mechanism wherein a company can use colours to associate certain products to their users.

In most cases, the colour schemes are very minimal, usually with only two or three different colours displayed on the landing page.

A great example of this is our own website, Jupiter and the Giraffe. Our landing page colours consist of a dark blue background with a large red circle, a pale blue ‘cookie’ pop-up and easy to read white text.

This is then carried prominently throughout the rest of the website, in alternating white, light blue and dark blue page backgrounds. Not only is this visually appealing, but it provides a clear idea of when one section ends, and the other starts!

Fonts

Another absolutely essential thing to consider when designing your SaaS product landing page is the font you use. This will directly impact the text visibility, purely because certain fonts are harder to read than others.

The font you choose should be closely linked to your branding in order to create a visual association, and it needs to be easy to read. Most websites tend to use a sans-serif font, because it is much easier on the eye, and presents a more modern feel to it. Serif fonts are generally used when a formal tone is required.

Now that we’ve had a look at some of the important visual design elements, let’s jump in to what else you can display on your landing page in order to really make it stand out:

Header

Simple landing page design for your tech product

A header or “Hero” is arguably the most important thing you should display on your landing page. The header will be the first impression of your product, so it needs to be eye catching and informative.

A typical page header will outline exactly what your product does, and how it can help your target demographic. As you can only fit a limited amount of information into a standard header, you should also inspire a sense of intrigue for your customer to click through the rest of your website and learn more about your product.

It’s important to note that your header should not be crowded or cluttered in any way.

How does your product help?

It’s essential to include a simple guideline on how your product will benefit a potential customer. As with everything else, this should be simple – do not over-complicate it, and make sure it looks pretty.

Depending on what you prefer, you may use a small infographic explaining your unique selling point or benefits in as few steps as possible, or a dynamic panel to engage viewers and encourage them to click through.

Pricing

The most important thing for any consumer to know is the price of what they purchase. You should make sure that your pricing structure is listed clearly on your landing page, as this is the first thing a potential customer will look at.

If you have multiple prices or packages, make sure these are displayed prominently where they can be easily viewed – you may also want to link them to a CTA, or call to action, where a user can simply click the package they’re interested in, and it will redirect them to a conversion page.

Conversion

This is the most important part for you, as any tech startup or business. The purpose of your landing page should be to convert a viewer into a subscriber.

If you’ve made sure that your landing page follows the above guidelines, you should have no trouble enticing new customers.

If you’ve chosen not to link your prices to a sign up form, you MUST have an easy sign-up option. These are most successful when used as the primary focus in the centre of the page. You might even put this in the header so it’s one of the first things people see so that as they learn about your product and your tech startup, they will know where they can go to sign-up to your mailing list.

Your CTA should be as simple as possible, and only ask for the bare minimum a customer needs to get started. The less information a customer initially needs to provide, the more likely they are to subscribe! Make it eye-catching so that it’s clear what action you want them to take.

Remember, conversion relies on a clever SaaS product landing page design, and where possible you should always make sure that you invest in a quality landing page.

If your tech startup needs some help, feel free to reach out where we can provide guidance and advice on your current landing page. If you’re at a loss with your brand, make sure you check out our article on 11 Tips to Building an Awesome Tech Brand.

Zeplin – A Developers Perspective

In my time helping Talk Talk Group build their CMS and front-end capabilities, I worked closely with their design and UX team. They introduced me to Zeplin. Zeplin is a tool we use heavily at Jupiter and the Giraffe and it’s essential in building pixel-perfect websites by allowing us to see exact HEX codes or pixel dimensions in our designs amongst many other things. Although primarily used by designers, developers can benefit immensely from it and I hope I can shed some light on how I use it.

Cost

Zeplin is a paid-for tool allowing you to host multiple website projects within a team but they do offer a free version in which you can host only one project. For developing businesses that normally have one project on the go at any one time this is fine but when you start to grow, you may need to dig into those wallets and fork out a little per month. As a developer though I don’t need to pay for this tool. I can view many sites and inspect the designs as much as I want. So there’s the first bonus.

Size/Spacing

When first looking at a design my number one need for Zeplin is spacings and dimensions. Whether I’m looking at images, icons, paddings or margins — with Zeplin I can hover over an element and see those dimensions. This is super useful. But what is even more useful is that if I click on an element to highlight it and then move my mouse to another element, I get the distance between the two objects too!

CSS

I love writing CSS/SASS. I take great pride in writing clean, maintainable CSS and I’m part of a few developers who’ve been around the block and understand the many little hacks, tips and tricks when writing CSS. But we all get lazy. Although I wouldn’t say it’s perfect, Zeplin allows me to inspect many different aspects of the CSS markup that makes the design. This can be pretty useful, especially when trying to match border-radius or box-shadow. More on the specifics below…

Colour

Was it #e6e6e6 or #f2f2f2?? Colour can be a tricky one at times especially with true toned displays and night modes. Often optical illusions can skew our perspective on colour. From the CSS panel, I can clearly see what HEX value to use and if you’re keeping track of your variables using SASS (which I highly recommend you do!), store that bad boy and name it sensibly to never have to worry about it again.

Fonts

Fonts are another gotcha in front-end development. Sometimes a design will use regular/bold/light versions of the same font. Zeplin allows you to inspect the actual font in the CSS inspector so no more guessing.

Extensions

Extensions can be added to a project to help you work in the technology that you’re using. SASS is a no-brainer on every project for me and you guessed it, there’s an extension for that. This extension allows for mixins and variables and all that SASS goodness. There’s even an HTML snippet generator from layer styles. The Extensions ecosystem just came out of BETA so great news all-round.

Exporting images

When you have an artboard open, at the top right of your window you’ll see some little tools. Clicking on what looks like a dagger, you are actually able to export individual or entire groupings of assets. If the designer has created these as SVG’s then you can even download the raw vector image (and that means icons!). Super handy rather than waiting for the designer to send them and I’m sure you’ve been in situations where you’ve been sent ‘all’ of the icons and then one is missing. This means you can go grab it yourself!

One extra wee tip is that you can even export them in the convention of your choosing. Click on the slider icon next to ‘Assets’ and there you’ll see an extra menu!

Styleguide

Possibly the most powerful feature of Zeplin can definitely only exist with a well-organised designer but it pays! Pressing CMD + G, you switch to the styleguide. Every website should have a styleguide for many, many reasons (maybe an idea for a future post) but here you can see every colour and font choice made in a design. Simply set all these as variables in your project and away you go. If your designer uses symbols, the styleguide even imports them as components meaning there’s a little context around elements and their relationships to each other. This is so helpful to me.

Communication

Overall, a bi-product of Zeplin is that it drastically speeds up communication. Sometimes it completely removes the need to wait for a designer to get back to me about a colour or font choice. Using the techniques described above I can easily recreate a design in no time at all. Although I don’t think it completely removes the need for a designer to be on hand for some clarification or if a developer needs to challenge something but it’s a great leap forward in workflow speed and accuracy of a design.

That’s about it from me and my usage of Zeplin. I can’t recommend this tool enough so go ahead and get your team using it!

If you’d like to hear more from me, give the article a few claps. You can follow me on most other things @fakesamgregory or if you’d like to check out my company Jupiter and the Giraffe, you can visit our website. If you’re interested in our nomadic business adventures, stay tuned to Tumbling Outwardscoming in 2019.

Cost

Zeplin is a paid-for tool allowing you to host multiple websites within a team but they do offer a free version in which you can host only one project. For developing businesses that normally have one project on at any one time this is fine but when you start to grow, you may need to dig in to those wallets and fork out a little per month. As a developer though I don’t need to pay for this tool. I can view many sites and inspect the designs as much as I want. So there’s the first bonus.

Size/Spacing

When first looking at a design my number one need for Zeplin is spacings and dimensions. Whether I’m looking at images, icons, paddings or margins – with Zeplin I can hover over an element and see those dimensions. This is super useful. But what is even more useful is that if I click on an element to highlight it and then move my mouse to another element, I get the distance between the two objects too!

zeplin dimensions
Highlighting one element and hovering another unleases more capability!

CSS

I love writing CSS/SASS. I take great pride in writing clean, maintainable CSS and being part of a few developers who’ve been around the block and understand the little hacks, tips and tricks when writing CSS that is widely supported in terms of browser support. But we all get lazy. Although I wouldn’t say it’s perfect, Zeplin allows me to inspect many different aspects of the CSS markup that makes the design. This can be pretty useful, especially when trying to match border-radius or box-shadow. More on the specifics below…

Colour

Was it #e6e6e6 or #f2f2f2?? Colour can be a tricky one at times especially with true toned displays and night modes. Often optical illusions can skew our perspective on colour. From the CSS panel I can clearly see what HEX value to use and if you’re keeping track of your variables using SASS (which I highly recommend you do!), store that badboy and name it sensibly to never have to worry about it again.

Fonts

Fonts are another gotcha in front-end development. Sometimes a design will use regular/bold/light versions of the same font. Zeplin allows you inspect the actual font in the CSS inspector so no more guessing.

Extensions

Extensions can be added to a project to help you work in the technology that you’re using. SASS is a no-brainer on every project for me and you guessed it, there’s an extension for that. This extension allows for mixins and variables and all that SASS goodness. There’s even an HTML snippet generator from layer styles. The Extensions ecosystem is in BETA so expect more from this soon!

Zeplin extensions

Exporting images

When you have an artboard open, at the top right of your window you’ll see some little tools. Clicking on what looks like a dagger, you are actually able to export individual or entire groupings of assets. If the designer has created these as SVG’s then you can even download the raw vector image (and that means icons!). Super handy rather than waiting for the designer to send them and I’m sure you’ve been in situations where you’ve been sent ‘all’ of the icons and then one is missing. This means you can go grab it yourself!

Export assets

One extra wee tip is that you can even export them in the convention of your choosing. Click on the slider icon next to ‘Assets’ and there you’ll see an extra menu!

Styleguide

Possibly the most powerful feature of Zeplin can definitely only exist with a well organised designer but it pays! Pressing CMD + G, you switch to the styleguide. Every website should have a styleguide for many, many reasons (maybe an idea for a future post) but here you can see every colour and font choice made in a design. Simply set all these as variables in your project and away you go. If your designer uses symbols, the styleguide even imports them as components meaning there’s a little context around elements and their relationships to each other. This is so helpful to me.

Communication

Overall, a bi-product of Zeplin is that it drastically speeds up communication. Sometimes it completely removes the need to wait for a designer to get back to me about a colour or font choice. Using the techniques described above I can easily recreate a design in no time at all. Although I don’t think it completely removes the need for a designer to be on hand for some clarification or if a developer needs to challenge something but it’s a great leap forward in workflow speed and accuracy of a design.

That’s about it from me and my usage of Zeplin. I can’t recommend this tool enough so go ahead and get your team using it!

If you’d like to hear more from me, give the article a few claps. You can follow me on most other things @fakesamgregory or if you’d like to checkout my company Jupiter and the Giraffe, you can visit our website. If you’re interested in our nomadic business adventures, stay tuned to Tumbling Outwards coming in 2019.

Front-End Development in 2019

Every year brings new trends in front-end development and these trends really shape the landscape of work produced by the industry. Last year we saw a continued explosion of Vue.js, NPM JavaScript library downloads, a re-emergence of PWA’s and Serverless architecture continuing its relevance in the web world.

VueJS in 2018 Github

As we approach 2019, I look forward to seeing if we can get the upper-hand ahead of projects, getting familiar with technologies well before the client knows about them.

Typescript/Flow

Thoughtworks‘ technology radar vol.19 highlighted Typescript as something to ‘trial’ but I’d like to extend that on to Flow as well. As JavaScript applications grow both in size and complexity the need for more stable codebases becomes evermore important. This is where these two technologies come in. Although proven not to reduce bugs, we mustn’t forget, tools aren’t there just to reduce bugs in production. Many are often produced to make working with teams efficient, to make our code more readable and development tools more productive and consistent. Like it or loath it, JavaScript is a loosely typed language which, if you know how, can be harnessed into very powerful applications. Most of the time though, in this fast-paced world with code changing hands many times and ideas or intentions getting lost, unless we write documentation or comment our code applications can easily become unstable. I think the necessity to add static typing with technologies like Flow or Typescript will become evermore important next year so start learning!

Typescript or flow…

GraphQL/Apollo

I’m not going to claim to have used GraphQL extensively but I can already see its power and can see its relevance growing even further in 2019. GraphQL is a middleware between your application and your API’s. It allows you to query your API but specify exactly what data you need in JSON format. This is so powerful given the somewhat slow development of API’s and the format they output often not suiting how the front-end wants to consume them. When requirements change no work is needed on the backend, you just ask GraphQL to return you a different set of data. My advice is that you’ll be left behind if you haven’t picked up the basics of GraphQL. GraphQL will become the new norm. Apollo is a library simplifies and extends the power of GraphQL as a client. There are many others in many different languages but Apollo seems to be leading the charge in the JavaScript world. I think looking into some of these libraries will help enhance your GraphQL application.

Image result for graph ql logo
GraphQL will become the new-norm.

Ramda

Ramba is a very curious library. If you’ve used React, you may have come across the term Higher Order Component (HOC). These components allow you to wrap any other component in a common piece of functionality. The easiest example I can give is a call to a specific API. Ramba introduces the concept of a Higher Order Functions library which can do incredibly powerful things. They are much more lightweight than building a HOC as the overhead of a component is unnecessary. I think this library will become crucial in stripping back those essential kb’s and speeding up your app. I also think it’ll change the way you architect the application.

Communication/Remote

Although not strictly a tool, communication skills amongst development teams will be an important skill to harness in 2019. Efficiency, trust and transparency are three important aspects to great communication but there are many more resources to help learn what makes for great communication. With the inevitable advent of remote working becoming the new norm we need to be aware of how we communicate but also how we appear to others when 90% of what we say is over chat. NLP, self-awareness, how to listen and language are just some areas to consider when starting out to becoming a better communicator and ultimately a better remote worker. I strongly suggest the book ‘How to Win Friends and Influence People‘ by Dale Carnegie. It teaches you the subtlety of communication and how to harness it.

Image result for how to win friends and influence people

And with that slight tangent, I hope you found this useful. Let me know your thoughts. I’m on most things as @fakesamgregory. If you want to hear more from us, follow my company where we discuss development, design and business on Twitter @jupiter_giraffe and if you’re curious about how we cope with being a nomadic agency, check out tumblingoutwards.com where we will be launching in 2019.

🚀🌈✨ Sketch tools and plugins for 2019

I’ve been using Sketch for a few years now so I thought it’d be a good idea to write about the plugins and tools that I’ve found particularly helpful in speeding up my workflow. Maybe you’re already using some of these tools, or maybe they’re brand new to you. Either way, I’d love to hear from you so feel free to comment and hopefully, you’ll find this helpful ✌

A bit of background from me — I’ve been working as a digital designer and developer (more on that later) for the past few years. I’ve also co-founded a nomadic branding agency called Jupiter and the Giraffe where I’m the creative lead. If you’d like to hear more about our nomadic adventures stay tuned at Tumbling Outwards.

Abstract

I’m fairly new to Abstract but boy oh boy — this has been a real game changer! I can’t imagine life without it. I came from a background in development so the concept of abstract makes perfect sense. It’s essentially versioning control like how developers use git — but for designers. If you’re not so well-versed -source control means that you can have a centralized location of your Sketch files to version, manage and collaborate on. No more saving new files with each iteration, just revert to a previous ‘commit’ and away you go! The paid version ($9 and $15 per collaborator, per month) gives you the ability to collaborate and review each other’s work towards the same file. Being solo, I get by on the free version but the option is there if you’re part of a team. Developers can also benefit in these paid tiers by being able to see CSS snippets for the design but I use another tool for that called…

Zeplin

Zeplin is a tool that I first came across as a developer which really empowered me to build a pixel perfect design without having to second-guess the designer’s intentions. I still use it as a designer but from the other side — to enable developers to be able to confidently build my designs with the accurate specs alongside code snippets. You can also integrate it with Slack so that the team can be notified when there’s a design update or change. As I’m always working between design and development teams this really is a godsend. It’s the ultimate collaboration tool and speaking first-hand with developers they agree with me. You only get one project on the free plan which is great if you’ve only one project on the go but if you have multiple projects – you’ll need to pay for a subscription. Zeplin integrates not only with Sketch but Adobe Photoshop, XD and Figma. If you’re working with websites or apps, start using this now!

Stark

Stark is a plugin I use for every project for checking that my designs are accessible and inclusive to all. It works by checking accessibility and contrast levels in line with AA and AAA WCAG (web content accessibility guidelines). Another cool feature is that you can imitate different types of colour blindness within your document allowing you to imagine your design through another perspective. I even tried this on a colleague of mine who is colourblind and it’s surprisingly accurate! I think it’s every designer’s responsibility to have their work accessible to all so this tool is a must for me.

Angle

Angle is a super cool plugin for showcasing your design work. You can place your screens into various perspective mockups across many different devices. This looks great for presenting your work in your portfolio or for those Behance case studies. The plugin is free alongside fifty free mockups but you get over two hundred devices to add to your global sketch library in the paid version.

Map generator

I’ve used the Map Generator frequently in recent projects. It allows you to design beautiful custom map interfaces with Google Maps & Mapbox simply and easily inside of sketch. It’s very useful and I’d highly recommend. It adds that personal touch to designs if you need to include the client’s location or store location.

Fontily

Fontily has come in useful on many occasions. It allows you to quickly find and replace fonts — as you would a variable in code. It lists all the fonts in the document and allows you to change selected ones. Change a font type and font weight and it will propagate out across your whole file. Magical. Great for experimenting quickly with different font sets across your entire designs and I think we’ve all been there where we’ve had to suddenly change a font stack. If this plugin wasn’t free it would’ve probably paid for itself several times over by now in the time it’s saved me.

Artboard manager

If you want to keep your artboards positioned neatly without having to think about it too much then this is the plugin for you. Artboard managerautomatically arranges the position of all your Artboards in your document, snapping them to rows & columns. Neat huh?

Runner

If you’re a keyboard shortcut fiend like me, Runner is an amazing plugin that allows you to run, install and manage plugins inside Sketch and run other Sketch commands from your keyboard. It’s Spotlight for Sketch if you like and a must have.

Prism

If you find yourself creating pattern libraries or brand guidelines regularly, Prism allows you to instantly generate a professional looking colour palette alongside the relevant hex and RGB codes based on your document colours. One limitation might be the style of the boxes is set and you don’t get control over how the colours are displayed but it does the job in a clean enough way that it’s never bothered me.

Looper

Create beautiful tessellations and geometric patterns from duplicating shapes and groups in endless variations. Looper is so much fun and I could spend hours making these. Think spirograph for adults.

Pixel Perfector

If you’re a bit OCD when it comes to pixel dimensions being consistent and rounded up to integer points then Pixel Perfect is a lifesaver. It helps you find pixel imperfect layers in your document and then select them and round them up to the nearest integer (or whatever you prescribe). It’ll help keep your documents cleaner and keep your design specs uniform.

So that’s all from me for now. I hope you’ve enjoyed this article and look out for my next one on design trends for 2019!