10 Examples of SaaS Landing Pages That Convert Like Crazy
An SaaS landing page is the centerpiece of lead generation campaigns for many technology and software companies. They are one of the primary ways companies collect contact information and begin the sales process with potential customers.
But the thing is, even though SaaS companies are experts on digital solutions, their landing pages aren’t as successful as those in other sectors. A recent study by Unbounce reported that SaaS landing pages convert at a 10% lower rate, on average.
10%?! What gives?
For starters, the digital marketing and sales landscape is way more competitive in the SaaS world than other industries. SaaS companies are operating exclusively online, and so are their lead generation strategies. It’s crowded, and everybody’s doing similar things.
But that’s only part of it.
SaaS companies often target a very specific niche customer. Their products can be complex and require a significant financial investment from the buyer.
The SaaS sales cycle tends to be longer, and potential customers can typically find a plethora of information about companies and their solutions for free online, meaning they require a bigger motivator to actually complete a landing page form.
When you consider all of this together, you can imagine why companies have trouble creating SaaS landing pages that hit the mark. Fortunately, there are many companies who have figured it out. If you’re developing your SaaS landing page right now, reviewing these existing pages and capitalizing on what’s working for them is a pretty smart strategy. You don’t need to reinvent the wheel to gain ROI from your landing page.
In this article, we’re going to cover the need-to-know information about SaaS landing pages, then look at 10 examples of companies who do them right.
- Because SaaS companies operate almost exclusively online, landing pages are critical to their lead generation success.
- Digital marketing and sales for SaaS companies is more competitive than most other industries.
- Components of a great landing page include a strong headline, clean design, focus on value, and clear call to action.
- Great SaaS landing pages leverage social proof to build brand trust with prospective customers.
- Strong visuals draw users in and keep them on your landing page for longer.
Why is your SaaS landing page important?
SaaS landing pages are one of the most straightforward and effective lead generation tactics in digital marketing — and again, SaaS companies are typically operating totally online. They provide a separate, clean, uncluttered space for your customers to land, learn more about your company, and take the next action (whatever that may be).
Landing pages are also important because they help you be more targeted across products, services, and customer segments. You can send individual customers to the landing page that makes the most sense at that time in the buyer journey and according to which solutions are most relevant to them.
Even better, landing pages can be used alongside many types of lead generation tactics, including email or newsletter subscriptions, product demos, consultations, and downloadable lead magnets like ebooks or webinars. Unbounce found that SaaS companies create landing pages for all of the above and more:
What makes for a great SaaS landing page?
Many companies know their landing pages are important, but they’re not sure how exactly to make them optimized to perform. That’s what we’re going to cover in the rest of this article. So what makes for a great SaaS landing page? Consider these factors:
- Is your headline awesome? You only have about 10 seconds to make a quick first impression, so if you miss on the headline, you’re likely losing potential customers.
- Have you included a CTA? Landing pages with well-crafted CTAs perform more than 200% better than those without them. Don’t leave your prospective customers in the dark. Tell them what they should do next!
- Are you focused on value before features? Potential customers won’t care about your product’s features until they know how the product can provide value for them. Focus on the customer first, and demonstrate right on your landing page ways your solution can help people solve their problems and accomplish their goals.
- Is your page design clean and simple? There’s a reason this page is separate from the rest of your website. Keep it focused on the very specific purpose for the page, and save other information for later.
10 examples of SaaS landing pages that convert
Moz gets your attention from the start with a killer headline that uses emotion to pull prospective customers in. For buyers seeking SEO success, that headline is a comforting notion — success starts right here.
Other winning aspects of this landing page:
- Clear CTA on a bright, visible button
- Subheading that outlines specific, valuable benefits for the buyer
- Social proof from names of prominent current customers
There’s a lot that OptinMonster is doing right on the above product landing page. The CTA is clear and prominent, and an animated GIF captures your attention the second you land on the page.
Like Moz’s, this landing page focuses on value, not features — potential customers know exactly what to expect from this solution: a bigger email list, more leads, and higher sales.
OptinMonster establishes solid brand trust by highlighting it’s already being used by 1+ million other companies, and builds social proof by naming some of the most well-known companies on that list. Last but not least, OptinMonster personalizes their social proof with scrolling testimonials from happy customers.
Asana uses photography to add a human touch to their landing page and threads valuable solution benefits in every place they can — the headline, the subheading, the blurbs over the photos. Again, a clear CTA gives customers a place to click to move to the next step.
What stands out the most about Asana’s landing page, though, is its interactive nature. Those blurbs over the photos? They turn green with a mouse click as visitors check them off. The “watch video” button brings you to a quick video that uses work-life balance as the theme to demonstrate why Asana’s solutions are so valuable.
When customers can envision how a solution can fit into their lives — which this video helps them do — conversions and sales will grow.
There are no bells and whistles here on Shopify’s free trial landing page, but that’s why we’ve included it on our list. Sometimes less is more, and Shopify manages to take a minimalist approach while still including the necessary SaaS landing page components. Their headline tells you what you’ll accomplish with Shopify, and the subheading establishes trust with social proof (millions of other businesses already use it).
The CTA is direct, clear, and simple to complete, and the text under the form assures visitors that no credit card is required to try the product — it’s quick, easy, and free. Sometimes the main goal of a B2B landing page is just to capture as much contact information as possible, and worry about making a bigger sale later. Shopify takes that approach well in this example.
WeTransfer gets an A+ for effective simplicity. Their homepage gives visitors three quick options for accomplishing their goal: transferring files.
The features that come with both the Free and Pro plans are clearly outlined, and WeTransfer doesn’t try to hide the alternative option to get right to file sending — when users choose that third option, they’re taken to a page where they see ads in exchange for using the tool.
What we like about WeTransfer’s page is that they trust in the value of their offerings to engage users. They skip the design frills and don’t make users jump through hoops to do what they came to do. This builds trust with an audience that makes them more likely to sign up for a plan, even if they didn’t intend to do it or even do it on their first visit.
Most importantly: it only takes one click for every visitor to convert to an actual user.
MailChimp is one of the top email marketing platforms in the world, and they lean right on that status in their prominent landing page value proposition.
They start by emphasizing what they can do for their customers — turn emails into revenue — and build on it by emphasizing their place as an industry leader. It’s a compelling message.
What we also like about this landing page is the highlighting of key features users look for in their email marketing tools: automation, AI and analytics, segmentation, and integrations. Each option includes a CTA button to learn more. Further, the live chat button allows interested users to ask questions about the product without delay.
GitHub is a visual treat from the first second you land on their website. The page draws users in with imagery that’s both aesthetically pleasing and suggests big possibilities.
The language GitHub uses in their primary and secondary headlines is both welcoming and collaborative, inviting users to adopt a product that’s “Harnessed for productivity. Designed for collaboration. Celebrated for built-in security. Welcome to the platform developers love.”
To drive their message home, they include an impressive list of current clients to prove they can deliver what they promise.
GitHub’s page is an effective 1-2-3 punch: great visuals, compelling message, clear social proof.
Miro’s landing page is interactive and fun. The headline message is simple and clear, and the secondary headline emphasizes the product’s ease-of-use, value in collaboration, and free price to try. A prominent CTA button shows users where to go to learn more.
The best part of Miro’s page, however, is the demo video that doesn’t just tell users what the app can do but shows them exactly how it works. Overall, the tone and content of Miro’s page makes users eager to try out their product, and the design makes it easy for users to get from the landing page to the conversion forms.
Zoom took the world by storm in 2020, and business continues to be strong for the company as online meetings and events have become a seemingly permanent norm.
Their landing page demonstrates why they’re the best option on the market, and while you can’t see it in the image above, the page has changing imagery and action words to emphasize what Zoom can help companies do — innovate, connect, create and more.
What Zoom really does a great job of on their page is including multiple CTAs for users to take the next step in their journey. They can easily access plans and pricing (often gate-kept by other companies until a user interacts with sales), sign up for a free account, contact sales and more.
Zoom makes sure the chance is slim that any user will leave their landing page without taking action.
Like Zoom, Airtable has changing imagery that effectively draws users in and prevents an initial bounce before reading more about the product. In Airtable’s case, the visuals focus more on what the actual product looks like in action, showing various types of apps built by users on the platform — calendars, e-commerce sites, workout trackers and more.
From a conversion perspective, Airtable keeps it simple but effective, with two clickable buttons for each of their CTAs: sign up for free and contact sales.
The Takeaways: What Works on SaaS Landing Pages
Each of the examples we outlined in this article have their own strengths and weaknesses, and they make it clear that there’s no one right way to build a landing page that converts. That said, there are best practices encapsulated in all of them that every business should strive to include in their own pages. They are:
- Compelling headlines that emphasize value
- Equally compelling secondary headlines to drive home the message
- Clear, clickable CTAs
- Strong visuals (static images, interactive visuals, and video all work)
Most important: align your landing page content first and foremost with user needs. The quicker your web visitors see how your brand can help them solve problems and accomplish goals, the likelier they are to convert to paying customers.
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