The 7 Deadly Sins of SaaS Marketing – Pride
Let’s be honest, you’re not as good as you think you are. Your landing pages, your user experience, your onboarding process – all of it stinks today, compared to how good it could be and will be tomorrow if you focus on improving it. Learn how you can overcome your first sin of SaaS marketing by understanding that it’s time to review, test and strengthen your landing page leading to an increase in your conversions.
Introducing Your Product or Service
Human attention spans have decreased by 33% in the past twenty years, from twelve to eight seconds. You have even less time to convert someone into a lead on your SaaS landing page–probably five seconds. So you need a strong landing page and a powerful marketing funnel to drive scalable conversion growth.
The only way a potential customer is going to convert to a lead upon visiting your website or stay longer than a few seconds is by introducing the value of your product or service immediately. Leads don’t want vague descriptions alluding to the social good of your company (though ethics are important), or general blurbs about your improvement of their daily lives–or even worse–stock images of happy people illustrating anything other than your company’s value. You have to show this value to a client in the top fold of your landing page, and the higher the better, because people don’t like to scroll. Website visitors spend 80% of their time above the page fold, which means you need to show your value on the page as soon as it loads.
Your visitors will not be ready to immediately convert when they first see your website. They will need to be convinced, and quickly. Begin by answering any objections to your product as soon as possible. An objection is any unanswered question or thought that would steer the visitor away from your product or make them say ‘no’. For example, if you begin your page with a vague header, you are not answering the reader’s initial question of “what can your business do for me”. You are frustrating them with lack of information, an objection that says –“I have no idea what you offer”, and this will make them bounce. If you are selling to several different groups, it would be useful to divide your content’s answers into separate objections throughout the page as the visitor progresses.
You don’t want a page that just looks pretty, you want a page that functions to efficiently convert customers.
The Foundation of a Great Landing Page
When structuring your landing page, don’t use other websites as a reference, because yours must be unique to your specific value. Using generic templates or another company’s method of attracting conversion will not work for your product. You must cater to what only you can offer and what makes you different.
But first, start with a header. Nothing generic, like some companies that try to lure clients into chatting with their representatives to sell their services with premium features you don’t need. You want your header to say what you do, and what problems you can help your customer solve in a line. You want to have your value proposition right at the top of the page, with no need for wandering eyes or distractions.
After your header, use a hero image to simply show your visitor what your product can do for them visually. People are annoyed with the internet’s constant online adverts. This makes them often ignore these images entirely in a process called banner blindness. If you make your webpage look like an advert, pop-op, or banner, your prospect will probably ignore it.
Then add some supporting text: briefly explaining how your solution works or what problem it will be fixing. Use bullet points here to concisely present the value of your product to clients. They are short, easy to remember, and visually appealing. Be careful of vagueness in trying to appeal to everyone. Specificity helps in understanding, which boosts conversion. Don’t include more information than necessary–your visitors lose focus and then leave.
Targeting Your Audience
Your potential customers need to understand your product and why it can help them. Use the words they use to describe their problems. This is vital for companies with very complex products because visitors don’t speak the language of the company’s technicians. Use your FAQs to best determine the language your potential customers use. Describe how your product/service is better than comparable ones, and why people are switching from their competitors to you–which must be worth it because of both the time and money it can cost to switch services. Make sure you explain how easy it is to switch to your program.
Humans are social beings and trust when other, real-life humans like them have benefitted from your product. So social proof is essential for boosting conversion rates. Provide that focus on three things: relatability (can I see myself using this product?), believability (are these people real or paid?), and results (using numbers to highlight actual progress achieved for customers). If you want to create authority, feature one of these case studies or testimonials right below your value header to show how your company’s benefits were helpful in real examples. This will grab your viewer’s attention. Then provide a link to view more testimonials. Starting with one avoids overwhelming visitors with too much information at once.
Incorporating Video Content
Think about the ways you are introducing your product and what problems it can fix for your potential customers. What is the most digestible way to present that information, to not lose their focus and make them visit another page? This can be dividing your page further with simple subheaders, which concisely explain what your product can help your potential lead do, within a few lines. Or, for the more visual info consumers, this may be in the form of an infographic, more photographs, or helpful–but short–video explaining the product.
Video is a fantastic way to quickly and memorably present your product’s purpose, but it can be hard to get a potential lead to click on the link. One smart strategy is to offer a short preview of the video, which is far more consumable. People are willing to lose a few seconds instead of a few minutes. In these few seconds, you need to pique the viewer’s interest. With a subtle offer, you can encourage them to learn more.
Your video itself must also be concise, and no more than a few minutes–ideally a minute or less–to present the most pressing points of your product. Clients don’t want to know every single thing about your product and every feature you offer–at first. It’s too much to process. Rather, they want the big selling points, and then they can decide to search further through your landing page to find more explanation on specific features.
Adding Effective Call-to-Actions
Nearly 96% of visitors are not ready to buy anything when they first visit your website or even try a free demo. Because of this, your CTA must be low-commitment and eye-catching. This makes it easier for them to convert.
NEVER make your visitors search for your CTA–it should be so painfully obvious, that it’s the very first thing they see on your page.
Your Call To Action (i.e. download our free demo, or free video), must be in a color that greatly contrasts with the background and images around it. This needs to be the very first place visitors’ eyes are drawn to, or you will have even less chance of having them click. You should have several calls to action, with CTAs at the top of your page and the bottom at the very least.
Creating Conversion Opportunities
Throughout your page, you want to constantly remind visitors why they have checked out your site, and what value you can offer, especially through your free trial programs. But if you’re offering this awesome free trial, and nobody’s signing up for it, the offer isn’t valuable.
Provide free offers to your customers at the very beginning of your landing page, throughout your website, and at the end of the scrolling area, so visitors see your offer. This is a great way to introduce your visitors to your product and build trust by offering them value. If you offer to educate your potential leads about your product for free, you have a scalable way to create more demos and convert your visitors into customers.
Educating your visitors makes them far more likely to pursue your business because people like to understand what they are getting. So offer free videos, webinars, consultations, or strategy tools to incentivize learning more about your product.
If you are not seeing progress with your current structure, utilize other optimization tools to help boost customer conversion on your website. For example, HotJar provides heat maps illustrating where visitors concentrate their mouse movements on your website, as well as videos showing how users navigate your site by tracking web traffic.
By charting visitor navigation you can see where they get stuck, decide to leave, and where your content is unclear. You can also track funnel conversions, to see how many people opt-in with their email, purchase each plan, and see visitor statistics.
The big takeaway: People will only convert if they can easily see the value they will get out of your product on your website. Make sure your landing page makes your value as clear as possible, and as simple and straightforward so as many potential visitors can understand how you can solve their headaches.