Marketing SaaS products is not an easy task, and neither is creating landing pages for the same. A SaaS landing page is a web page that informs and converts a viewer. These landing pages need to have the right balance of dynamic elements, information, and user experience. Therefore, you need to be careful when you design landing pages since it can affect your sales. While we realize that optimizing web pages is difficult, it is still an imperative task. A task that you can excel at with a little help. So, we will cover a few elements that will help boost your engagement across the board and 5 tips to create stellar landing pages from your SaaS product.
Elements to include in your landing page
1. CTA buttons
CTA (call to action) directly impacts your conversion rates. A CTA is a written direction in your marketing campaigns that prompt a reader to act. It is crucial to add a CTA in any marketing copy because most of the time, readers do not realize what the next step is. So by adding CTAs, you are gently nudging them to take the next step. A simple two-word CTA can boost your average CTR (click-through rate) by 4.32% across all industries. Another way to gain more engagement with your CTA is to use action/power words when you can.
2. Testimonials and reviews
Testimonials and reviews are powerful in persuading potential customers to convert. Most consumers read an average of 10 reviews before they decide to buy. Hence, social proof is imperative and has a direct impact on conversion rates. You can think of social proof as an element that boosts the trust factor since some customers will not buy a product if it does not have any reviews. Positive reviews about the product people have used can go a long way in convincing a customer to buy the product. About 84% of people trust reviews on the same level as a personal recommendation. Plus, 97% said they read reviews before they buy a product. So you are losing out a big conversion number by ignoring testimonials and reviews.
3. Product features and benefits
This part of the landing page gives your custom information on your product. By listing the features and benefits, you are telling your customer what they are getting by buying your product. But what’s the difference between features and benefits? Aren’t they the same? While people use them interchangeably, they are not the same thing. Features describe what your product does, whereas benefits describe the value they provide. For example, a cordless power drill. The feature is that you can drill and sand items. The benefit is that the cord doesn’t get tangled or torn. So you can drill to your heart’s content without worrying about extending the wire. You will have to find your version of the cordless power drill in your product.
Five tips to create an optimized marketing landing page
1. Clear value proposition and USP
The value proposition of your product is the service it provides. You can also describe it as the problem it solves and the benefits it gives to your customers. Whereas, your USP (unique selling proposition) is the differentiator between you and your competitors. The value proposition is the factor that convinces your customers to buy a product like yours. The USP is the reason customers should buy a product from you. If you do not have a value proposition or a USP in your marketing copy, then customers will not buy from you because they do not know what you offer. Outlining a clear value proposition and USP helps you convince your customers that they need your product. Additionally, your USP should be concise, interesting, and centered in your marketing copy.
2. Prioritize consistency
Similar to having consistency in your branding, you need consistency in your marketing content, and this includes landing pages. Your landing page should reflect your tone and communication style. Customers will think the landing page is bogus if it does not align with your brand. Additionally, it will throw viewers off if the landing page is not relevant to the campaign they saw. Therefore, maintain consistency throughout your campaign’s advertisement, your CTA, your content, and your landing page. All elements that lead up to a customer visiting the landing page show be cohesive and consistent. For example, your campaign is focused on awareness, and your CTA is ‘learn more.’ Then, your landing page should include information that gives your customer information about the company and product.
3. Optimally use the hero image
Landing pages are a bit like social media, in the sense that the viewers have a very short attention span. You have about 8 seconds to make an impression. Combined with the fact that humans prefer visual formats of content, your best bet to grab attention is an image. You can use a single image to communicate complex and lengthy content. Hence why platforms such as Pinterest, Instagram, and Tumblr are popular. Therefore, use a hero image in all your marketing content. A hero image is the star of your landing page since it can visually represent your product.
4. Eliminate banner blindness
In the internet age, people instinctively know when something is an advert. Hence, with a single glance, customers will exit a page if anything remotely sets them off. Banner blindness is a form of selective attention, where viewers ignore web banners completely. Users do this almost unconsciously (stemming from habitual avoidance of adverts) so that nothing disrupts their user experience. While the banner on your landing page might not be an ad, customers are more likely to ignore it completely. Therefore, do away with anything that closely resembles a banner of an ad. This includes stock images and other ad-related elements.
5. Add video demo
From the third point, you probably remember that humans are geared toward visual formats of data. So it’s no surprise that landing pages with video perform better. A user will spend more time (almost 88%) on a webpage if there is a video since it is easier for them to process information. About 72% of people prefer video to learn about a product. Videos are an excellent way to educate and entertain your audiences while you explain your product and its benefits. Embedding a video on your landing page will also boost click-through rates, order value, and conversions. Additionally, it will boost your rankings by 53x since you are prioritizing the enhancement of users’ experience.
Read More: Mastering The 7Ps Of SaaS Marketing