5 Design Principles for SaaS Landing Pages

Landing pages are magical when it comes to conversions. Some SaaS companies are getting upwards of 30% conversion rates while some can’t even manage to cross the 5% mark. What leads to this huge gap? The answer is simple- following the principles.

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The sites that follow the principles and put UX in mind, convert better than others. In a physical shop, customers are largely attracted by the design and ambiance. But the actual conversions are possible because of the salesperson. Similarly, your beautiful website design attracts the visitor but it’s your pitch and website optimization that helps to convert it.

Usually, there are three basic objectives of any landing page – Generate Leads, Gather demographic data, Help audience make a decision. If your landing page fails to fulfill anyone objective, there’s chance of improvement.

When all software businesses are spiraling towards that one goal – lead conversion, it is important that you give your best to create a SaaS landing page that separates you from the average. So here are 5 Design Principles to follow while creating high-conversion SaaS landing pages-

Choose You Navigation Wisely

Landing pages are focus pages, which means the user, should not wander around too much and instead focus on the content and the message. That’s why your site navigation should be limited to the essentials. The links on the menus should be to relevant content.

For example- for an accounting software company, it will make more sense to include a link to their developers rather than promoting their blog. Keep the navigation simple. Focus on conversion. Use transforming navigation that minimizes when the user scrolls.

Use Big and Bold Hero Media

You need to draw attention. Humans are getting worse than goldfish when it comes to attention spans. Just 8 seconds is all you get to retain their attention. The best advice is to stop plastering a contact form on the users’ face. Keep the form a little hidden.

Ideally, the media – whether it’s a product image or video, should be clean, simple, and show off the capabilities of the product. If your product is a little boring or a serious then you can use people in the hero image. It will bring a human element to what could otherwise be perceived as an unfriendly corporation promotion.

Focus on the Lead

Let’s say you are searching for “website design Melbourne” and you stumble upon a landing page. But the page only boasts about itself. It tells you how it handled a big client’s website. But you are a small guy, will the company help you in the same way?

Simply put, your SaaS landing page should focus on the lead and his pain points. You should let him know how you are going to help HIM and not what you are going to do. There’s a difference between “we solve accounting needs” and “we solve your accounting needs”. More of “YOU” and less of “WE”. Your whole copy should focus on the lead and how he will be benefited with your services.

CTAs Are NOT just Links

Most landing pages have CTAs. But some are better than others. Reason? The ones who treat them as just links to other pages usually fail. So the best way to use CTAs is to keep them valuable. It should stand out from the rest of the content.

Avoid generic words like click here, join us, learn more…. Instead, use something more elaborate and comprehensive. And most importantly, use just one CTA. Multiple ones and you are challenging the visitor’s attention.

Don’t Overwhelm, Just KISS

Simplicity is easier said than done. It’s easy to get the impulse and create a page with the most intricate and sophisticated animations and effects. But the best animations cannot save you from a bad user experience. The best option would be to keep it relatively basic and focus on the essentials like the copy, product showcase, CTA and ease of use.


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