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?
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.
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
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!
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:
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.
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.
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
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.