SaaS Marketing Strategies: The Importance of Landing Pages

Geri Mileva on SaaS Marketing

Many successful Software-as-a-Service (SaaS) companies such as Zendesk, Salesforce, and Moz use landing pages to attract customers. In fact, you'll find that landing pages are at the frontline of any type of digital marketing campaign.

If you have yet to use landing pages or a full-fledged digital marketing campaign, it's about time you did. Landing pages allow you to direct customers toward information that will urge them to make a purchase.

In addition, they lessen the time your customers spend navigating your website to get the information they want.

With a landing page, you can successfully get the customer’s attention and urge them to make a purchase at the same time. It is a tool that is responsible for increasing the conversion rates of many brands.

What Is a Landing Page?

A landing page is the first page customers see after clicking your ad or link from social media or search engines. Its design focuses on answering the "what," "where," and "how" questions customers will have upon arriving.

This page does not necessarily have to conform to your homepage or blog's overall design. It has its own unique structure to ease customer navigation, research, and even newsletter or new account registration.

Landing pages are at the forefront of your sales funnel. This is the structure of the customer's journey, from their first encounter with the brand until their possible endorsement of it.

SaaS landing pages often have the same structure as the digital arm of conventional businesses. They talk about the product's functionality and ease of use. At the same time, businesses can show evidence of the product’s effectiveness through customer testimonials, social media reviews, and the like.

SaaS brands have an advantage over other brands because they have a digital product. It is easier for customers to believe in a product's functionality through an actual trial run rather than data alone. A SaaS brand can then use its landing page to invite users to sign up for a free trial.

Landing pages can urge customers to submit their contact details, register an account, and make a purchase.

Because landing pages allow you to focus on one objective that corresponds with the ad that led your visitors to the page, they have the high potential to increase your conversion rate.

Advantages of Landing Pages for SaaS Businesses

The Eight-Second Sales Pitch

Landing pages show the best side of your SaaS business to give a good impression of the brand. They are the one-stop shop for product or service information. But as most sales and marketing experts estimate, you only have about 8 seconds to make a lasting impression on customers.

As mentioned earlier, landing pages narrow the focus to a single goal. They don’t have the distraction of multiple links you’d find on a Home page, which makes it easier for you to direct users into taking the action you want them to take.

With a well-crafted landing page, you can use those 8 seconds to your advantage.

A good landing page will have an attention-grabbing, focused headline. An amazing headline sets the customers' expectations of the product and interests them at the same time.

Asana, for example, once used the following headline: "Move work forward."

This headline only takes a second to read. But it conveys what the product does, which is to help teams manage and organize their work to improve efficiency. Plus, it’s catchier than the more generic “Grow your business.”

Increasing Conversions Through a Quick Product Demo

One advantage of landing pages is that they’re a great place to include a video demo showing the SaaS product's simplicity and ease of use. A call-to-action button can then redirect customers to a registration page to try the product's basic features.

Many SaaS companies, such as PayPal, use a video as the header background of their landing page. To guide new customers, PayPal’s video explains how their service works. The company also highlights what sets it apart from the competition.

Because videos are inherently engaging, they give you a little more time to have your visitors’ attention. A quick product demo answers the "what" and "how" questions, and you can pack so much useful information in a minute-long video.

Increasing Product Interest Through Evidence-Backed Reviews

The reason many marketers warn against using a "salesman" voice in your copy is that people tend to distrust marketing material. Almost any individual with purchasing power has been let down by marketing material that offers no data and tangible evidence.

They will likely trust another customer's statement about your product, but they will be wary of fabricated testimonials.

With the following steps, SaaS brands can assure visitors that the reviews on their landing pages are authentic:

  • Detailed and Data-Backed: Include the name, location, job title, and social media account of the reviewing customer to show that the review was written by a real person. Make sure to include photos too.
  • Video Testimonials: Videos are more personal and believable. They also make the message easy to digest.
  • High-Authority Reviewers: If local or well-known critics, personalities, and brands have cited your work, feature them and their link on your page.
  • Embed Content: You can embed Facebook and Twitter customer status messages that include a positive message about your brand.

Using your landing page to share authentic reviews helps build interest in your product and demonstrates that it is an effective and valuable solution.

Opportunities for Calls to Action

A landing page offers plenty of opportunities to urge consumers to register for an account or sign up for your newsletter. In addition, you have many opportunities to ask customers to try your product for free.

If your SaaS product has multiple features, you can choose to use more landing pages so that you can focus on each feature.

For example, SaaS company Moz offers marketing tools for customers. Their main landing page offers two options: "Get Started with Moz Pro" and "Get My Free Listing Score."

Its initial landing page highlights its performance milestones. Meanwhile, clicking on either will show you a landing page that details Moz Pro or their free trial services.

Embracing opportunities to incorporate calls to action will in turn give your visitors more opportunities to engage with your brand.

Summary

  • Businesses with an online identity use landing pages to drive audience conversions and profit.
  • Landing pages can be used to collect contact information, thus generating leads. They are the frontline of online marketing campaigns.
  • Experts estimate that businesses only have 8 seconds to make an impression through their landing page. This is enough time for a SaaS company to sell its product's functionality.
  • Landing pages offer plenty of opportunities to incorporate strong calls to action.
  • They can be used to showcase valid and legitimate customer reviews, which can in turn boost conversion.