Landing Pages

SaaS founders, what do your landing pages look like?

We are into web analytics, so no matter how many landing pages your businesses have, we’ve always got your back. Unfortunately, the capabilities of even the best web analytics product would always be limited to helping you understand how your landing pages are doing. You will need to take it from there, and work further on your landing pages to improve your lead generation, your conversion rate - even your transactional success percentages. But, just because that process is on you doesn’t mean we would not be there right by your side helping you through it.

So today I thought I would talk about some of the many ways in which you can improve the performance of your landing pages.

Most SaaS businesses take their potential customers through a series of steps or stages before they convert a visitor to a paying customer. To prevent a visitor from forgetting all about you once they have left your website, you want to maintain a medium of contact, for which often emails and content is the tool in your arsenal. You get your visitors to subscribe to your content flow, or sign up for a free/risk-free/low-risk trial. For all of these landing pages, lead forms, pop-in forms etc. become crucial.

Before you even consider optimising your landing pages, there are some basic practices you should absolutely follow to achieve well performing landing pages.

Use the fold wisely

Your visitors absolutely judge a book by its cover, and according to Nielsen’s research, even though browsing behavior has increased amongst users with time (which means more and more users go through your content), above the fold continues to remain the section that gets the most attention, the most eyeballs, and the most viewing time. As high as 80% of the time spent on your landing pages can be attributed to your “above the fold” content.

What are the implications of this finding for your landing pages?

One, make sure your content carries a punch. Everything from the hero image you use, to your headline and the main copy, even the CTA needs to speak to the users. Don’t waste an inch of this space. That doesn’t mean cramming up this section with as much content as possible. It means the exact opposite. Have as less content as possible (so that nothing gets missed), but make sure its all on their A-game. An extremely intriguing headline, a copy users can relate to, and a CTA that evokes action.

Two, check how the landing page “above the fold” section behaves on different screen sizes. Mobile users will still scroll for a little bit so your fold isn’t necessarily your initial screen, but the same principles as before apply. Keep it short, keep it relatable, and above all, keep it impactful.

Continuity is the key

Your visitors come to your landing page via a portal you showed them. It could be a link in a blog post, a search engine result, an email you sent across, an ad campaign you are running or even CTA on some other page on your website. As such, the context of their entry point sets up some expectations as to what they are looking for. So if the content of your landing page doesn’t immediately start giving the impression that this page is indeed what they would have expected it to be, you would witness an immediate bounce off. For example, if you were describing a feature in a blog post and created a link there, don’t send off users to your homepage, or the product page. Send them to a page that talks more about that feature so that they can “continue” exploring more on what caught their attention. This approach alone can improve your conversion rates by as high as 40%.

Avoid using a generic hero image

Whenever possible, have product screenshots and walk through animations instead of using a stock image. As we mentioned earlier, your above the fold section is absolutely critical and needs to pack the most impact per square inch. So don’t waste it on generic content.

Social proof sells more than your claims

If you are describing a feature, try getting a few customer testimonials highlighting how that feature in particular has helped them with their business processes. Chances are, your prospective customers would be able to relate to those processes. More relatability = higher conversions.

Keep them focused

Your website can be an overall encapsulation of how it helps customers of different shapes and forms, but as far as landing pages are concerned, keep them as focused as possible. The more focused and niched down you get, the better a position you would be in to speak to them in relatable voice, citing examples from their workflow processes. The more you do that, the more customers would be able to draw parallels and see how the product could help them with their day to day tasks/life.

Do not list out features

This is actually a continuation of the last point itself. Instead of falling to the instinct of listing down features of the product, outline how it benefits your customers and their workflow.

Ditch templated buttons for “action clicks”

Submit. Download. So 1990s.

“Get your growth dashboard”, “Start managing your team”, “Start saving on payroll processing time”. Keep the text simple, but extremely pointed to what clicking on that button would mean for them. Helps invite more clicks.

Know what you want

Ideally you want to lower your customers’ inhibitions as much as possible. At the same time, you want to know as much about your customers as you can. Finding that balance can be tricky. But it is crucial for success. The more you ask for, the less they give. You have to remember that this is like a cold approach, so it is going to be like a stranger asking you 20 questions. Don’t do that. Keep your greed toned down to the absolute minimum, and start with the very basic info - info you need to take your relationship with your prospect to the next level.

And we are done. Follow these simple guidelines and you have a well crafted landing page. Now, as that landing page starts getting more and more visits, you can see its performance on your Benne dashboard, and start analysing and improving its performance with time. We would be talking more about it in future, but in the meantime, if you are struggling with your landing pages, drop us a tweet. Lets see if we can help you accelerate your growth.

That’s it for today, see you tomorrow.

Cheers Abhishek

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