Optimising conversion for SaaS: How to optimise your product page for sales

Optimising conversion for SaaS: How to optimise your product page for salesOptimising conversion for SaaS: How to optimise your product page for sales
Nick Knuppe
Product Marketing Manager
Customer-centric marketer and Go-To-Market perfectionist.

When marketing software-as-a-service (SaaS), remember that a website's design is a crucial factor in whether visitors will try out your product or want to buy it. That’s why it’s especially important for SaaS providers to design an attractive, lead-focused website. This article explains how B2B SaaS providers can boost their conversion rates, and it offers some useful tips for designing an SaaS website that generates more sales.

Why is lead management so crucial for SaaS companies?

People buy products and services much differently today than they did in the past. Today’s customers are far less likely to be influenced by eye-catching ads. Instead, they prefer to spend time doing research online before they choose which supplier to do business with. The same is true for B2B customers, so SaaS providers need to develop a lead generation strategy that offers customers what they want. Targeted SaaS online marketing is one aspect of this strategy, but you also need a website that’s designed to make people want to buy your SaaS products.

How does the design of your SaaS website influence your conversion rate?

Website design is even more essential in the SaaS industry than in other industries. That’s because SaaS providers win over new customers almost entirely online. Your website’s landing page needs to be instantly understandable, so your visitors can quickly find the key details they’re looking for. Then they can decide whether your SaaS solution is right for them.

If you use a cluttered, hard-to-read template for your SaaS website, many visitors will leave right away. That increases your bounce rate, while driving down your conversion rate. On the other hand, an attractive web design helps generate more leads and increases your SaaS conversion rate.

How does the design of your SaaS website influence your conversion rate? | Mollie

What is a good conversion rate for SaaS providers?

The table below gives you an idea of various conversion rates. What is a good conversion rate for an SaaS webshop, and which conversion rate should your business aim for?

Low SaaS conversion rate Below 3 percent
Average SaaS conversion rate 3 to 5 percent
High SaaS conversion rate Around 8 percent

As the table shows, the average conversion rate for SaaS providers is between 3 and 5 percent, and high-selling providers can reach conversion rates of up to 8 percent. But there are many types of B2B software on the market. And conversion rates vary, depending on the type of application you’re selling, whether it’s a business communication app, process management software, cloud storage services or something else. That’s why it’s crucial that you, as an SaaS provider, do some research and determine what your target sales conversion rate should be. Then, develop a strategy to improve conversion. As shown by the trend in conversion rates in other e-commerce sectors, it is possible to optimise conversion rates for every e-commerce business - even for SaaS providers..

8 tips for designing an SaaS website template: How to boost your conversion rate

Less is more. For B2B SaaS sites, this golden rule applies even more strongly than for other types of e-retail businesses. Your focus should be on clear text and a clutter-free design. The following tips will offer you some inspiration for boosting conversion on your SaaS website.

Tip 1: Keep headings concise

The second a lead arrives on your website, they must be able to immediately recognise what kind of SaaS product you’re selling and how it can help them. Use a heading that gives them more than just the product name; after all, the name isn’t that relevant to your prospective customer. Instead, focus on two key aspects when writing your heading:

  • The need that your software fulfils

  • The target group that needs your software most

Tip 2: Include elements that entice people to buy

8 tips for designing an SaaS website template - Include elements that entice people to buy

No SaaS web design is complete without a clear call-to-action (CTA) button in the middle of the screen. But you also have to make it clear to your customer what they’ll get when they click the button. For example:

  • A free check or consultation

  • A free trial

  • Interesting data or information

The following elements are also critical to enticing people to buy your software: 

  • A list of product benefits that emphasises ‘what’s in it’ for your customers

  • Quality seals and customer reviews that show you are a serious SaaS provider, selling a product that people can trust

  • Clear navigation that directs visitors to detailed information

But be careful not to overload your start page with too many details. You never want to overwhelm your customers with distracting images or too many CTAs. Mega drop-down menus are generally not an appropriate choice for B2B SaaS sites. Remember to keep things as simple as possible.

Tip 3: Keep texts short and simple

Many people have difficulty understanding software-related topics. If your site uses overly complicated text with lots of jargon, visitors may not understand how your product can benefit their business. If they feel overwhelmed, they may simply leave the site. That’s why you need to describe your product in the most practical terms possible. Keep images and screenshots to a minimum, and use simple colours to set the right tone on your landing page. Put yourself in your customer's shoes and explain:

  • What does your software do? Which problem does it solve?

  • Which kinds of companies benefit from using your software?

  • What are your software’s unique selling points?

Tip 4: Use videos

Some software functions are easier to explain with images than with words. You can also build trust as an SaaS provider if you show the people behind your product. That’s why tutorial videos can help you generate more leads than a conventional FAQ section.

Tip 5: Try out best practices for your SaaS landing page

Many SaaS providers now use cartoon-like illustrations and animated figures to get their message across. These are a refreshing change from stock photos of people using software at work. Simple, faceless illustrations are one of the best items you can add to your SaaS landing page. Check out the pros and cons below.

Illustrations: The pros Illustrations: The cons
Optimises page speed compared to large photos, which slow down load times. Slow load times often cause visitors to bounce from the page before it's even fully loaded. You should aim for a loading time of no longer than 3 seconds for your SaaS online store. The trend of using illustrations has become so popular in the B2B sector that it may not be the best option for helping your business stand out from the crowd. It’s a good idea to test different versions of your B2B SaaS website... which brings us to our next tip.
Makes the software seem nice and easy to use.
Easy to coordinate with background colours. Reduces clutter on your SaaS website and makes it more attractive.

Tip 6: Test different versions of your SaaS web design

A/B testing helps you design B2B and SaaS sites that convert leads into actual customers. Test different versions of elements like these:

  • Headlines

  • CTAs

  • Illustrations

  • Arrangement of product selection

  • Pricing models

After that, evaluate which version generates more leads. CTA buttons in particular can easily be tested in multiple designs. Think about aspects like:

  • Button positioning

  • Button size

  • Text

  • Colours

Tip 7: Offer software demos

The ‘try before you buy’ model has become standard procedure in the B2B SaaS space. If your page’s design has already enticed a visitor to stay on the page, a free demo may be just the thing to seal the deal. A free trial gives users a chance to experience the advantages of your software for themselves, and to answer questions like these:

  • Is the program easy to implement?

  • Is the software user-friendly?

  • Do the features help the customer solve specific problems and make their job easier?

  • Do you offer fast service if the customer runs into any problems?

Tip 8: Include testimonials

When you as an SaaS provider list the benefits of your software, that’s called marketing. But when you let your customers share their experiences with your software, you’re providing your leads with what’s known as ‘social proof’. Include customer reviews and testimonials on your SaaS landing page. This helps build trust among newcomers to your site, and it increases your chance of winning over new customers.

Conclusion: Optimising conversion for SaaS providers

When companies need software to help them operate more easily, they usually start by looking for an SaaS solution online. With so many solutions to choose from, users often decide within seconds whether they want to stay on a website or leave. There’s no one-size-fits-all solution for designing a perfect SaaS shop. What matters most, especially for webshops in the SaaS industry, is to place the most valuable information immediately on the landing page. Your visitor needs to immediately understand what kind of software you’re selling and what it can do for them. And remember not to overload your webshop with too many details at once. Avoid flashy SaaS website designs and keep things simple and attractive to your visitors. That’s a good start for generating more leads.

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