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Your Ultimate Guide to Improving Your Landing Page Conversions for Your SaaS Company

Zack Hanebrink
Zack Hanebrink 08 March 2021

In the digital age, inbound digital marketing techniques have proven way more effective than traditional outbound techniques. For most companies, this is a no-brainer, and many have invested heavily in concrete inbound marketing strategies that deliver solid results. While most companies have their SEO, social media, and even blogs on point, not many companies remember to optimize their websites for landing page conversions.

The average landing page conversion is about 2.35%. The figure could easily reach 5.31% or more if you optimize your landing page for better conversions. For most SaaS services, this is easier said than done, but in practice, it’s a lot more straightforward than you’d think.

You’ll probably encounter more than a few hurdles during your first few attempts at optimizing your landing page. These challenges are just part of the process; with a few launches and tests, you’ll get the hang of things. However, if you want to pick up the pace, all you need is a few landing page conversion tips, and that’s where we come in.

This guide will expound on how best you can improve your landing page for conversions.

How to Increase Landing Page Conversion Rate

A landing page is an individual page whose sole purpose is to market a service or product. It’s where a user is redirected to when they click on a marketing email. The landing page gives more information about the product in question and convinces the user to get it.

Landing pages have a singular goal and conclude with a call to action. They are an excellent tool for increasing the conversion rates of marketing campaigns.

Here’s how to increase the landing page conversion rate. 

Write Down Your Campaign Goals

To start on the right foot, the first thing you have to do is establish and write down your campaign goals. 

It seems pretty obvious, right? But you’d be surprised how many landing pages don’t have a clear focus. This results in a vague landing page with no sense of direction.

That said, make sure your landing page has a clear goal and stick to it. Avoid overwhelming your visitors with too many options and offers that may confuse them. Doing so draws from the conversion aspect of your landing page and translates to minimal results.

After writing down your landing page's goals, you can proceed to the next step and improve your landing page even further. The goal of the landing page should lead users to the CTA, which subsequently leads to conversions.

Make Sure Your Headlines Are Straightforward

What’s the use of having an overly complicated headline for your landing page? While you may want to capture most of your message in the headline, you should leave that to your landing page. All you need is a bold and simple headline, and you’re good to go.

Furthermore, just like your campaign goals, avoid making your headlines vague and confusing. Instead, make it straightforward and captivating. “Stop guessing what your visitors want” is a fantastic example of a good heading that’s simple yet captivating.

The Headlines Should Match With the Ad copy

One factor that Google Adwords uses to determine the cost-per-click is the quality of your landing page. That means higher quality landing pages attract lower cost-per-clicks, which leads to less expenditure on paid ads. That’s why it’s crucial for your landing page to match your ad message.

 Apart from reducing your spending on ads, it also makes your ads more concise and compelling. It’s one way to generate leads effectively without spending too much. 

Matching your headlines with your Ad copy should be among the first steps you take to improve your landing page. Anyone who clicks on your ads will be redirected to precisely what they’re looking for.

Avoid Having Too Many Links

Links are great for giving users more information on the subject matter; however, learn to go easy on them. Too many links distract users from your landing page’s focus. Instead of adding value to it, all it does is decrease conversions.

What’s more, too many outbound links may hamper the users’ experience and even confuse them. If the users can’t find what they’re looking for, you can only expect a drop in your conversions.

Make Sure Your Landing Page Is Convincing

Make sure you have a convincing landing page from the get-go. That’s the only way you can hook your readers into diving into details about your landing page. You need to hit the nail on the head for landing pages, so the users know what they’re working with from the start.

Furthermore, your text must be fluent and compelling. Start with a catchy headline and text that introduces the user to what you’re offering. Next, delve into the details about your product and drive your user’s home with a compelling call to action.

Use Relevant Images and Videos

The right images and videos strengthen your landing page’s message and increase conversions. That said, make sure you use images and videos that directly relate to your body copy. You can use Flickr and other photo-sharing services to find appropriate photos for your landing page.

If you want to kick things up a notch, you can post screenshots or videos of your app in action. That way, you can show users what the app has to offer and better their understanding of your product. You’ll get more conversions if your videos and images directly relate to your text.

Leverage Trust Indicators to Increase Conversions

To have considerable conversions, your users must feel secure and trust your website. The best way to build trust with your users on your landing page is through trust indicators. 

Here are a few trust indicators you can use on your landing page to build trust.

  - Testimonials from other users
  - Security certifications from third parties like the Better Business Bureau
  - Guarantee seals

The above are great trust indicators that help build trust with your users and boost your conversions. You can also employ Extended Validation SSL certificates for the best results. You can obtain these certificates from Verisign.

Don’t Overlook Your Grammar

You’re not the first person to have a landing page full of errors, but you shouldn’t be among the lot. Simple grammatical errors are a turn-off for many users and are a sign of unprofessionalism. As such, make sure your grammar is impeccable for better conversions.

Remember, you’re trying to impress your users, and you can’t do that with horrendous grammar. If you need help with your grammar, you can use extensions like Grammarly for your landing page text.

Ensure Your Landing Page Loads Fast

Your landing page should load within a few seconds, or you can kiss your userbase goodbye. There’s nothing more annoying than a web page that takes ages to load. There are plenty of factors that hurt your page loading time, and some of them include:

  - Using unoptimized images
  - Issues with your JavaScript
  - Using an unclean code
  - Having excessive ads
  - Using a sub-par hosting service provider

These are just a few factors that may hinder your page’s loading time and drag down your conversions. Fixing issues with your landing page loading speed not only increases your conversion but is also great for SEO

Work on Your form Fields

A good landing page captures user’s information to establish a long-term relationship with the user in question. The best way to do so is through an online form, where the user can input their details. For individual customers, asking for their email address alone suffices to establish contact and trust with the user.

For enterprise clients, however, things get a bit more complicated. You’ll need a multi-page form with relevant fields to capture appropriate information.  These multi-page forms can capture all the information you need from your users.

The first few forms and their fields should ask little about the user's details. Instead, they should focus on asking the customer to take action. Let the last few forms capture details about the users to cement your relationship with them.

Don’t Forget About the Call to Action

A call to action or CTA is what you want your users to do after visiting your landing page. The CTA encompasses the purpose of the landing page. After going through your landing page, the users need to know what to do next.

You need a strong call to action that is both convincing and directs the user on what to do next. Put yourself in the user's shoes and see whether the call to action is convincing enough for you to take action.

Make Your Buttons Stand Out

The conversion button should be bold and stand out from the rest of the page. This makes it easier for the user to perform the conversion. 

For starters, you should make sure the conversion button sits below the call to action. Ensure the conversion is large enough to see and use bright colors to capture the user’s attention. 

You can also do the same for other buttons, but make sure the conversion button stands out the most. However, don’t overdo it if you want your landing page to maintain a professional image. 

Never Go Below the Fold

The “fold” refers to the part of the screen that you can see without scrolling. The most important parts of your landing page should never go below the fold. These include the conversion button and essential forms.

Imagine you were browsing a landing page, and you had to scroll through more than three pages to get to the conversion. The average user would lose interest on the third page, and you’d lose conversions. However, the entire affair isn’t as simple as keeping everything above the fold.

There’s a lot of things you have to consider before deciding what to keep above the fold. Some of these factors include:

  - The average browser size
  - The flow of your landing page text
  - How the eye scans the landing page

Again put yourself in the place of the user and visit your own landing page. 

Is everything you want above the fold? Do you have to scroll down to other pages to find important stuff? Use these guiding questions to know whether you have the right stuff above the fold.

Test, Test, and Test Some More

To ensure you’re on the right track, make a point of testing your landing page when necessary. A simple A/B test will tell you what works for your landing page and what doesn’t. It tests every aspect of your landing page so you can optimize them appropriately and get the conversions your want. 

However, it’s crucial that you use the right tool to test your landing page. A/B testing compares two different variants of the same elements to determine which is better for your target audience. The comparison aspect makes A/B testing so effective because it lets you know whether you’re making any significant strides with your landing page optimization.

Take note that a single landing page design limits the number of conversions it can garner. In such instances, you may have to switch up the design completely to improve your landing page conversion rates. 

Add a Testimonial and Review Section

As mentioned earlier, testimonials are an excellent trust indicator you can use to boost your conversions.  As such, make sure you have a testimonials section that highlights positive endorsements from some of your clients.

The best testimonials elucidate how the user benefited from the product in question. Pick testimonials that are as detailed as possible and have information like the client’s name or business. These testimonials are much more convincing than generic testimonials that you’ll find on most landing pages.

Include a Chat Feature

Not a lot of people are comfortable talking with company reps on the phone. That’s why it’s an excellent idea to include a chat feature on your landing page. This will enable the user to talk to a company rep without the discomfort of speaking through the phone.

If you don’t have adequate staff on standby, you can use a chatbot instead. The chatbot will give responses to common queries users raise. 

Improving Landing Page Conversions Is a Breeze

If you have tried other methods and the landing page conversions won't improve, it's time to try our customer-centric techniques. Customers will respond when they find you've relevant solutions.

Are you looking for ways to accelerate growth for your SaaS company? We're here to help you grow. Reach out to learn more about increasing sales opportunities.