How to create high conversion landing pages for B2B SaaS brands

Business analytic with tablet pc and laptop computer

Every SaaS business wants a high conversion rate. And, if you run an online marketing campaign for your B2B software or tools, you have to optimize your landing pages for conversions. 

Creating an effective landing page can improve your B2B sales funnel and bring in more organic traffic for your business.

This article shares high conversion landing page strategies and various examples to help you improve your marketing strategy.

What is a landing page?

Landing pages are also known as “lead capture pages.” A B2B landing page is designed to convert visiting prospects into leads. This can be done by capturing a prospect’s name, company, and email address through a simple online form.

Landing pages are the gatekeeper of your site, and they could be the first point of contact your potential clients will have with your company. Once a visitor is on your landing page, you have their attention (for now), and by implementing valuable strategies, you can encourage visitors to take action on what you’re offering.

A landing page can also be a very effective tool when striving to reach potential customers. They are usually separate from a company’s primary website, and most visitors or prospects typically find your landing pages by using keywords that appear on search engine result pages.

The content on a high-conversion landing page is made up of these three key components:

  • It states the offer. 
  • It explains why the prospects/readers need your offer and how it will benefit them.
  • It describes the steps they can take to access the offer.

Also, note that a landing page should have one purpose and a call to action, unlike a webpage that serves many functions.

The conversion is based on the landing page’s objective; it could be a subscription to your monthly email newsletter, an educational blog, or a webinar, depending on your business purpose or objective.

Why you should create landing pages

Although landing pages are not featured on a website’s main page, they are essentially marketing-focused and help sell or promote your products or services. Search Engine Journal advises businesses to create an independent site for campaigns instead of adding campaign-specific pages to their regular website; this enables easy tracking of the landing page’s performance and results.

Here are 4 key reasons you should create landing pages: 

  • Landing pages are essential to your digital marketing strategy; they allow you to communicate a specific message to an individual prospect.
  • Because landing pages focus directly on landing leads through a compelling offer with clear CTA, they often have higher conversion rates than other marketing tactics.
  • They do not require extensive development, making them an affordable lead generation tool that can be used to target any audience.
  • By monitoring the performance of your landing pages, you will learn which factors are most effective in determining a prospect’s response to your offer.

Treat your landing page like any other part of your marketing strategy. You want it to reflect the same brand values as the rest of your marketing efforts; it should have a cohesive message that resonates with your target audience and compels them to take action.

With that said, let’s explore some strategies for creating high conversion B2B landing pages with examples to back it up.

11 strategies for creating high converting B2B landing pages with examples of SaaS brands

Landing pages are one of the most cost-effective online marketing tools that B2B companies can use to grow their businesses.  Hence, in this section, we’ll see some SaaS brands’ strategies in their landing page game.

1. Begin with a Catchy “Hero” Image

A growing body of research suggests the average adult human has an attention span of roughly 8 seconds, comparable to that of a goldfish.

Most website users are distracted by other online content making them unable to stay on the same page for long. 

It is essential to begin with a striking illustration or photograph, also known as a “hero” image. It’s the first thing people see when they look through your landing page, so it should catch their attention and make them curious to learn more about your product or service. Remember, a good first impression can make all the difference.

Here’s a perfect example from the world’s most popular search engine, Google. The hero image at the right is eye-catching and gives visitors a feel for how this set of communication and collaboration apps works.

 

2. Create a RockStar UVP

UVP is an acronym for unique value proposition. The purpose of your value proposition is to make it clear to your visitors what they will get if they use your product. The more compelling and unique your value proposition is, the more likely you are to convert visitors into customers. 

This is what differentiates you from competitors. It shows what makes you special and answers crucial questions on why your prospects should buy from you.

For example, Adobe’s user value proposition is: “Creative journey starts here.” They also go further to explain how they could help you kickstart your journey. This is a phrase that any creative person interested in their product will easily resonate with.

Whatever your product, without a clear and compelling reason why people should buy from you instead of your competitors, chances are you won’t have much success. That’s why knowing what your UVP is is so important because it forms the foundation of your marketing strategy.

3. Show Don’t Tell

We see it time and time again. Someone is selling something, but they don’t show what the product does. So the reader or prospective buyer is left to guess and make assumptions to determine if this product is right for them.

That’s not how you sell anything on your landing page or anywhere else. If you need to explain how your B2B product/service works or what it’s used for, then show someone using it. Your prospects will learn more from this approach than from reading large chunks of text.

Grammarly does justice to this by displaying real-time examples of how the software flags punctuations, spelling, etc, on various applications.

The best way to hook your audience and keep their attention is to SHOW what your product does. By giving your prospects a guided demonstration of your product or service, or even just the highlights, you’ll get better results and make a much more significant impact on them.

4. Provide a General Overview on What Your Product Does

Due to the complexity of B2B products, it can take some time for a novice to understand what your product does at first glance.

Although some B2B products are intuitive and easy to use, many more require explanations to fully grasp their functionality.

To ensure your prospects know exactly what they’re dealing with, you need to give them a quick rundown of your project.

Take this landing page from Dropbox, it outlines how it helps its users store and save files, documents, etc to the cloud. Now, the reader knows exactly what this product does, leaving room for less guesswork and more likability.

 

5. Display Real Results 

At the end of the day, B2B prospects want to know how your company’s product or service can provide value and return on investment to them.

Your readers want to feel confident that they will get their money’s worth if they accept your offer. You can give them some hard facts to make them feel more comfortable buying from you.

That’s exactly what Salesforce does on their landing page. They start off with an eye-catching statistic saying that one of their customers, Headspace, saw a staggering 300% increase in leads by using Salesforce. 

Another perfect example is Splunk. They mention how their data-focused platform has helped in decreasing fraud risks and data breaches by over 70%. And to top it all off, they also mention more interesting statistics on how they have optimized performance, accelerated development, and also enabled compatibility with other apps; they showed use cases to back this up. That’s certainly an attention grabber.

6. Write Persuasive Subheadings

Here’s the major difference between a headline and a subheadline;

Headline: This is the first thing potential customers will see when they visit your landing page. It should be compelling and tell the reader exactly what they can expect to get if they accept your offer. 

Subheadline: The subheadline is usually found underneath the headline. It expands on the headline, providing context or an example of what the business does. If a visitor reads only the subheadline, they should still have a good understanding of what your landing page is about. 

As you create your subheading, ensure it’s persuasive and gives more detail than the headline. Let’s take a look at this productivity app called Trello.

Its main headline, “Trello helps teams move work forward,” is straight to the point and attention-grabbing. Then, in the subheadline, readers can discover more about the platform. If their team is interested in any of the listed tasks, it shows that they benefit from using it. And if that’s the case, they’ll be much more likely to sign up with their email address than they would after reading the headline alone.

7. Direct Prospects to Other Informational Resources 

While landing pages are often a point of interaction a prospect has with your business, it’s important to note that only a small number of visitors will convert immediately.

A study found that only 4 percent of website visitors are ready to make a purchase. Because prospects often have reservations about buying, you need a way to nurture potential customers and gradually build their trust so that they will eventually buy from you. 

When faced with this situation, the best thing to do is point prospective readers to the site/content directory for more information on how your B2B product/service serves them. Your landing page is an excellent way to proceed. It can direct clients to other informational resources on your website.

That’s what Google Workspace does at the bottom of their landing page, they have this section where visitors can browse through their extensive content archive and discover topics they may have interest in. This is an effective lead-nurturing process to keep your prospects in your marketing funnel and build a relationship with them.

It’s also interesting to note that Servicenow –a cloud-based company that specializes in IT and technical support- utilizes a slightly different approach. Towards the end of their landing page, they share the latest and most important news about their company, recent industry trends, and awards. Thereby building credibility and a positive brand image while also showing how their services serve their target audience.

8. Use Attention-Grabbing Pictures

Research reveals that the human brain processes images 60,000 times quicker than text, this means the kind of images you use on your landing page can affect your visitors. 

Here are a few things to keep in mind as you decide on the images to use:

  • Use high-quality, relevant images to create a visual narrative for your pitch.
  • Ensure the pictures/images are relevant to your product or service.
  • Avoid blurry or ordinary stock photos.

For example, Trello uses images to show the functionality of their product and to help explain it.

Good photos help the reader have a sense of what using your product would look like, even before they take the time to read about what your product does.

This visual expression is an opportunity to give your potential customers a good understanding of what they will gain from doing business with you, it’s a good approach that works for both service-based and product-based businesses.

9. Utilize Easy Methods of Contact

Providing a range of methods for prospective customers to get in touch with your business is something they will appreciate. Some landing pages include a phone number and physical address to give the user options.

These elements go a long way to help reduce any concerns the prospect may have about your business. Therefore eliminating any obstacles between the prospective customer and the product or service you are offering.

Keep these few things in mind when adding contact information on your landing page:

  • It should demonstrate legitimacy: You can offer a physical address for your company and a phone number where you can be reached.
  • Use live chats: They can be a useful way to communicate with your customers. With live chats in a popup window, you can provide answers to your users’ questions.

An example of a good live chat is Hubspot’s chatbox. It’s responsive, helpful, and resourceful in answering customers’ questions about the business.

Some chat tools allow you to send different messages based on whether a user is a first-time visitor or has visited previously. This is a powerful strategy for tailoring your landing page experience and boosting conversions.

10. Give Social Proof

The likes, tweets, shares, pins, or subscriptions you get from your content is a form of social proof.

Research from Hubspot indicates that 71 percent of millennials say that online recommendations influence their purchasing decisions and that they are more likely to buy after reading a positive review.

The influence of social networks and the recommendations of trusted peers are significant factors in consumer decisions. To win over customers, it’s helpful to show that many people already like your work and that your business has a large number of dedicated fans.

Watch out for these things when utilizing testimonials:

  • Testimonials from real people who have benefited from the product or service adds credibility to your business and helps you drive sales.
  • Testimonials with photographs of real people stand out and make a lasting impression.
  • Testimonials that include specific numbers are more effective than those that use vague, general language.

A brand you can learn from is Fresh Desk– a cloud-based customer support software that provides help desk support with smart automations – it gives  authentic photo testimonials to make the reviewers seem more relatable to readers. The headshot with a well-known brand and case study adds cool feathers to the hat.

Another superb example is Splunk. By featuring some Fortune 100 companies that use their product some prospects may be more persuaded to trust them and this builds instant credibility to the business.

11. Use Undeniably Clear CTAs

Call To Actions are the most important elements on your landing pages.

The primary goal of a CTA is to convince people to take action, which means the text and design of a CTA must be impeccable. A poorly designed or unclear CTA will leave people wondering what they should do, which will lower their chances of converting.

There should be no questions in a lead’s mind when they read your CTA, instead, they should know exactly what to do next.

You can see how Survey Monkey rocks it with their short-form landing page copy and direct CTA. 

If you want to get your prospects to take action, avoid overloading them with too many CTAs and make sure each one is crystal clear.

How to optimize your landing pages

After you publish your landing pages, you need to evaluate how well they are working by monitoring and making changes that could improve the page’s performance.

When you spend some time evaluating your campaigns—and deciding what to do about the errors you find—you’ll avoid wasting time and money on ineffective campaigns. You won’t have all the information you need to be successful with your landing page if you don’t do this.

However, if your landing page isn’t converting leads or sales, the problem may lie outside of your funnel.

Problems can arise when web content does not match visitor expectations or when visitors arrive from a search engine and find a completely different set of information from what they were expecting.

If you think about the buyer’s journey as a whole, you’ll be better able to give customers a fun and enjoyable experience, from the initial engaging landing page title to the thank you page. Your success could depend on how well you engage with your readers throughout the entire sales journey.

To measure your results, try an A/B test on a landing page with different text, images, layouts, or CTAs. You can also know how users are behaving on your site by using website heatmaps like Hotjar or Microsoft Clarity.

At Data Crunch, we utilize data insights to make better decisions. These data insights help us to know what to focus on and where to take action to improve your business. Companies from 50 to 500 employees work with us to optimize results across their organization.

We have a process to find insights you can take action on and provide ideas you can act on.

With our sales and analytics package, we help you answer the following questions:

  • How well can you see each aspect of your sales process?
  • How do you know where to focus your efforts to drive improvements?
  • What tweaks need to be made to get an additional 1%, 5%, or 10%+ gains in revenue?
  • What if you wanted to double your revenue next year? Do you have the insights you need to make that happen?
  • Are there areas that are underperforming that you need to be aware of? How do you bubble these up so they claim your attention when attention is needed?
  • Without the right data, presented in an easy-to-understand format, you can’t make the best decisions.

Landing pages are powerful because they provide a way for B2B brands to convert site visitors into leads and sales. In the end, you want to make sure that you are clear about what your conversion goal is before you get started. 

If your current landing page is holding back your results, it’s time to upgrade. If your conversion rate is low, maybe your content isn’t right for your audience. Or if you’re seeing a lack of interest in your lead magnet, it’s time to investigate with the tools available. 

Visit our website to learn more about how we can help you.