No matter how kickass your product is, you can not create a profitable business out of it, if you can’t sell.
The situation with SaaS is unique. These are not physical products that you can go and check in a physical store.
That is where a high converting website is necessary, where prospects can evaluate the benefits and features of the product and eventually become a customer.
Nowadays, software as a service or SaaS is one of the lucrative businesses in the digital space. Gartner anticipates that SaaS businesses will generate $105 billion in 2020.
As lucrative as it sounds, the SaaS space is extremely competitive.
In this competitive space, website is the first point of contact between your product and customers.
If your website is not optimized for conversion, you will not be able to convert visitors to customers.
Recent research has shown that,
“On average, SaaS landing pages convert 10.46% lower than the overall conversion rate baseline.”
I think this stat alone can tell you the importance of a high converting website for your SaaS business.
According to research by Microsoft, human attention span is less than 8 seconds. That means your website has less than 8 seconds to grab the visitors’ attention.
Jump to the Content:
What Really Happens?
Ok! First, let me show you the reality.
If you take most of the small SaaS startups, the website design process goes like this (I have experienced this as well with my clients).
- Fire up old friend Google, see a bunch of other SaaS websites in a similar space and take inspiration from them.
- Ask your team such as product manager, engineers, sales team, founders, what they want to include in the website.
- Design a website- Get approval and then finalize the website.
Now, this strategy may seem pretty good, but the downside with this process is that,
- The website will be visually identical to a lot of other websites.
- The website will not have any optimization in terms of strategic design, customer journey strategy or content strategy.
As a result, people will not convert.
Now the question is, how do you create a website for your SaaS product that results in maximum conversion?
Here I’ve written in detail how to create a high converting SaaS website.
1.Optimize your website structure
Website structure is one of the essential elements of your website, not only for the users but for Google search index as well.
Now, you need to make sure that your website doesn’t contain unnecessary information.
“Visitors will not scroll down the page unless you give them a solid reason. “
That’s why you need to carefully place valuable information on the specific location of your website.
Here are the elements your website homepage must-have.
#1 Write killer headline"Headlines are kind of an elevator pitch for your product." Click To Tweet
It is one of the powerful instruments to engage the visitor with the product.
Headlines should be,
- Compelling and
- Easy to read
To write a perfect headline, you must be clear about the target audience.
There are two ways you can try creating the headline for your SaaS.
- Stating the product offerings and the problems it solves.
- State how the users benefit from the product.
The main goal of a headline is to capture the viewers’ attention instantly.
#2 Design an engaging hero
When a visitor visits your product landing page, the first thing they see is the hero. It creates the first impression of the brand in the customers’ mind.
That is why, instead of using random images, design the hero section in a way that engages, persuades, and moves users.
There are a couple of ways to do that.
- Static Image
Businesses nowadays are preferring videos in the hero section, to make the website more engaging and interactive to the visitors.
But other elements also bring the same effect, if used correctly.
For example, stock images that feature humans are also a great way to engage visitors. It adds a human touch to the website.
Similarly using quirky animation and graphic to illustrate the offerings is a smart way to engage the customers.
The bottom line is, whatever you choose, it should engage the visitors and communicate your brand to the visitors.
Let’s be honest. People are lazy.
If they find it difficult to navigate the website, they are going to leave.
Without a navigation bar, your visitors can’t find your product listings, pricing, contact information, case studies or other documents.
Here’s a rule of thumb:
A clear navigation bar helps visitors seamlessly navigate through the website and learn more about your offerings. Here is a cheat sheet for website navigation best practices:
#1 Streamline Navigation Bar
Many SaaS websites make the mistake of providing too much or too few links on the navigation bar. That might confuse the visitors. Instead, think about the buyer’s journey.
For example, you want your visitors to convert. But they may want to learn more about your company and its philosophy before buying.
If your website navigation bar has too many elements, it will become confusing.
In that case, use main-heading and subheadings to organize links simply.
#2 Make it Simple for the Users
You may want to do something creative with your website navigation bar. But it may come at the expense of user experience.
You see, we are used to finding the navigation bar on top of the website. If you try to be creative and put the navigation bar elsewhere, visitors may find it difficult to locate.Website navigation is not for creative or witty tricks. It's a guide for the users. Click To Tweet
Use the cleanest design and texts to let the visitor immediately understand the purpose of a page.
For instance, use recognizable words to define the pages. “About Us” for about page, “Services” for the service page, “Contact Us” for the contact page and so on.
#3 Create a Funnel
You always need to remember your end goal, that is to convert your customers.
To do that, you need to guide your visitors to the most important pages immediately.
For example, you can add a link to your blog in the navigation bar as well as a “download” button if you have a mobile app or “Get Free Demo” if you are giving a free trial for your SaaS product.
#4 Make Navigation Bar Mobile Optimized
We have to remember that more than 50% of internet users use mobile to browse.
That is why you need to make sure that your website navigation is 100% optimized for mobile.
All the major CMS have responsive designs to make websites optimized for mobiles. Make sure to use those. Also, make sure the links are large enough so that users can tap on it easily.
The sole purpose of a website for your SaaS business is to increase conversion rate. And one of the best ways you can increase conversion is by focusing on creating a strong call to action.
It is not as simple as it sounds. Before you create a CTA, you need to make sure that visitors are ready for your offer.
For instance, offering your visitors a lifetime deal, when your visitors don’t have idea about your product, isn’t going to convert the visitors.
There is no point of creating a website and driving traffic to it, if the call to action isn’t capable of converting them.
There are a couple of ways you can increase the effectiveness of your CTA.
- Placement: Placement can make or break the effectiveness of your CTA. Try to place the CTAs where the mouse cursor naturally falls. Use heatmaps to find the location of maximum engagement in the website and place the CTAs on those locations.
- Clear Messaging: The messaging in the CTA should be as clear as possible. Don’t use a generic unclear and uninspiring call to actions like “Download the E-Book”.
Instead, try to emphasize on the reward and urgency, like “Get Your Free E-Book Now!”
Adding these words will help visitors make the decision quicker and improve the conversion rate.
Learn more about CTA on “How To Write A Gripping CTA That Gets More Clicks”
#6 A/B Test:
The key to a perfect CTA is testing. You can never know what CTA is working and what is not unless you test them out on real visitors.
Create a couple of different CTAs and test them on real people to see which one works best.
#7 Social Proof
Word of mouth testimonials is one of the powerful tools a SaaS business can have in their arsenal.
Social proof validates your product offerings in front of your potential customers, and it has a huge psychological advantage."Social proofs can do a lot of convincing for your product." Click To Tweet
There are a lot of ways you can get social proof for your product.
- Case studies
- Ratings from third-party sites (e.g.AppSumo, G2Crowd, Capterra, ProductHunt)
- Media coverage
- Customer’s brand logo
Aim for getting 2-3 types of testimonials.
If you don’t have enough testimonials, start interviewing your existing customers.
“You can offer a small discount in exchange for a testimonial for your customers.”
Try to use real pictures of the customer with their testimonials if you can. It provides a lot of credibility to the testimonial.
#8 Clear Contact Details
When interested prospects visit your website, they are on the look for phone number/email id/physical address to contact you and enquire more about your business.
But if they can not find contact details easily, it’s an immediate turn-off.
The contact details should be easy to find on the website. In general, contact details are found at the bottom of your website along with social media links.
However, contact details are worthless if you don’t actively respond to your enquiries. So make sure to respond to all your emails and answer phone calls to convert your customers.
Unique value proposition or UVP perfectly describes the benefits of your product in one or two sentences.
Most websites add the UVP at the beginning of the website, but UVP can be used throughout your marketing communications.
UVP must be written in such a way that visitors can immediately tell what problems you are solving."UVP is not about being creative; it's about clearly telling the visitors about your benefits." Click To Tweet
4.Use Chatbot for Higher Conversion
“Personalization is king now. “
People want to connect with the brand on a human level. Here chatbots can come in handy.
Chatbots can be programmed in a way that can answer simple and complex customer queries effortlessly. Here are a couple of benefits of using chatbots on your website.
- It’s available 24×7.
- Prospects and customers will get an instant response.
- Don’t need to wait for a human representative to answer simple queries. A chatbot can do it on its own.
- Chatbots can attend to multiple customers at once.
Chatbots can also save 30% of customer service cost for your SaaS startup.
5. Make the Messaging Consistent"Focus on a single goal for your SaaS landing page." Click To Tweet
Constant messaging means creating a constant flow throughout the website.
Before creating a SaaS website, you should ask yourself these questions:
- Is your messaging simple enough for the audience to understand?
- Is your website focusing on only one goal? ( i.e- sign up to newsletter, get a demo, etc.)
If you get no for an answer for both the questions, it’s time to rethink and redesign your SaaS website.
6. Use Clear Design
Design plays a huge role in converting new visitors. A clean design can make it easier for users to navigate the website. A clean design also looks professional.
Here are two elements you need to keep in mind when designing your website:
- Fonts: Don’t use decorative fonts. Use simple, easy to understand fonts.
- Colour: Too many colours on a website can be confusing. It gives a bad impression of your brand.
Instead, clearly define your brand colour and stick to those colours throughout your website. Use whitespace effectively to highlight different sections.
- Images and Graphics: Never use low-quality images or graphics. It looks cheap. Instead, use high-quality images.
It adds to the overall look and feel of the website.
7. Avoid Distraction
Simplicity is the key to a SaaS website.
Keep it clean and make it easier for the user to navigate to the CTA.
Low-quality images, cluttered design, long paragraphs, all can turn away the visitors’ attention.
Here is a list of things you must avoid on your SaaS website.
- Long paragraphs
- Low-resolution images
- Images unrelated to your brand or services
- Non-uniform design
- Non-uniform use of colours
8. Make It Easy For Users to Start
A good website not only tells the visitors about you; it guides the visitors to conversion by providing them with relevant information.
To effectively guide the visitors to the desired outcome, you need proper CTA and proper placement.
Take a look at the HubSpot website.
It places a relevant CTA at every section of the website. Each CTA is accompanied by an actionable copy that clearly defines the benefits of the solutions.
Note: Use CTA where it is needed. Stuffing CTAs here and there mindlessly won’t increase conversion.
Ok! You have nailed the homepage.
But when the visitors are interested in the product, they want to learn more about the features of your product before making a purchase.
A feature page is where you give a glimpse of all the features of your product in detail.
#1 Give a video preview.
What is better than reading about the features? Watching your product in action.
You can create small video previews of each feature and present it on your feature page along with a strong copy.
These videos can help visitors quickly understand the features of the products.
#2 Provide easy navigation
You created a killer SaaS product. And you want to show it off to the visitors. Why wouldn’t you! You have worked hard for it.
But make sure that visitors are not flooded with information.
That is why you need to use easy navigation in your feature page so that visitors can move from one feature to another easily.
Here are an example:
Home page and feature page plays a significant role in influencing the visitors, but the visitors take the ultimate decision on the payment page.
That is why your pricing page must show the value of your product clearly.
This is especially important if you have strong competitors or your product is high ticket.
Here are some of the tips to optimize your payment page:
#1 Help your visitors choose
Don’t give your visitors a single payment model.
Give them options. Segment your pricing in a way that every potential customer has a plan fit for them.
Now if you have complex offerings, pricing plans will not depend on a single metric. In that case, you need to test different offerings along with all-in-one offerings.
#2 Don’t put too much information
Before making a decision, visitors check all the features and compare them with others. Most people choose the package that gives the must-have features in the minimum price.
Whenever you give a lot of features, make sure to list out the essential few elements on the pricing page. And provide a link to another page where you list all the features in details.
#3 Have an FAQ
FAQs clears a lot of doubt of the potential buyer before buying your product.
Anticipate the questions your visitors may have about your product and answer them in the FAQ section. Here is an example:
Why Us and Origin Story
This is the part where you bring out the humane aspect of your business.
“A lot of SaaS businesses get so caught up by numbers, conversions, MRR, that they forget that their end customers are humans.”
In SaaS, your customers not only buy your product, your product becomes a part of their life. That is why they want to understand the culture, the mission and vision of your business before buying your product.
Test Test Test….
SaaS website is not a one and done process. It’s an ongoing project that requires constant restructuring to figure out the optimal design that gives the maximum conversion.
That is why A/B testing is required to determine which design or copy is giving the maximum result.
By focusing on the data gathered from A/B testing, you can create a robust website with high SaaS conversion rate that can become a valuable asset to your business.
Obviously, you don’t have to use everything I’ve described in this article, but you should use a couple. If you don’t, you’re missing out on the key points of creating a high converting SaaS website.