Why Your SaaS Landing Page is Not Converting Well - The 3 Biggest Reasons
May 23, 2022
You and your team started exploring the idea of launching ads in order to sell the amazing software that your current clients are already in love with. So you start setting a budget for PPC, designed a few landing pages to test out, and already started bidding for the right keywords.
However, after a couple of weeks of testing, you noticed that your ads are already driving a decent bit of traffic to your landing page. With the help of a tracking tool, you noticed that a huge percentage of your visitors are leaving your site even before reaching the middle of the page. You start wondering, what’s wrong? Maybe it’s the copy? maybe the design? or maybe I’m bidding on the wrong keywords?
A little more digging, you rule out the keyword thingy. You are pretty sure now it’s your landing page. So you start researching on Google on what you could do to improve it, which led you to this article. Before clicking it you said to yourself “Maybe this guy knows what he’s talking about. 3 reasons seem pretty straightforward”. To that, I reply YES! It’s that straightforward. So I’ll cut to the chase and tell you what they are now.
1. Your messaging is ALL OVER THE PLACE
Imagine this, you are a SaaS owner who’s looking to market your product using SEO. While researching, you came across two companies: the first one says clearly “We help SaaS businesses increase website traffic using bespoke SEO strategies.” and the second company says, “We do SEO, PPC, Web Design, and Social Media marketing for businesses”. So tell me, as a SaaS owner, which ones resonated with you more?
This shows that if your messaging doesn’t speak directly to your market it’ll be hard to sell to someone over your website. You need to have a coherent story that resonates well with a target group that you know needs your solution. When communicating your value, it becomes YOUR DUTY to spell out word-by-word what you do, who you help, and the result you get them clearly. It takes time and a bit of testing to get it right. So don’t feel discouraged if you didn’t get it right the first time.
So here’s how you can create a compelling story:
1. Focus on solving problems and not presenting features
This means that if you are selling a dental management software, you are not just offering software that dental practices use, but you are streamlining the work of staff members and making their life easier.
2. Use personal copy
Write as if you are talking to one person, a friend maybe. Remember that people buy using emotions not logic. Logic is used just as a reason why they BOUGHT it.
3. Use emotions
This goes back to people buy using emotions, even in B2B. As founders, we most likely started our company out of love for independence, problem-solving, or to feel fulfilled in life. Don’t be afraid to use that when describing how your software helps your customers.
4. End with a strong call to action
You grabbed their attention, so that’s the best time to ask them to contact you or sign up for your free trial. Don’t make them think, they’re already bought into the idea, and you know your software will definitely help them, so it’s a win-win for all. If you grabbed their attention, but they didn’t take any action, then what’s the purpose of writing a compelling copy in the first right? Always end with a CTA
2. You’re not being clear enough on what you want the visitor to do
A landing page should be simple, straightforward, and brings the point home. If you’re asking your visitors to take more than one action, then you’re already asking for too much. A landing page should have one clear call to action. It could be booking a demo, hopping on a call, or signing up for a free trial. Whatever that is you’re asking the visitors to do, it should be simple. Remember this KISS, Keep It Stupid Simple. Keeping it simple will help your visitors know exactly what to do after scrolling through your landing page.
Additionally, you’re sharing too much. This is especially if your software is feature-rich and solves tons of problems. Your job, in this case, is to package these solutions into small easily digestible information bites, so that any visitor, no matter how fast they scroll through your page, gets the bulk of what you do exactly and how you can help them.
3. You’re not positioning yourself as an expert in what you do
Finally, no matter how well you capture your audience's attention, if you forget to also position yourself as the go-to problem solver for them they would still resist taking action on your landing page. Showing past results on time saved, revenue increased, or whatever your software helps with will be beneficial in positioning yourself as an expert as you have proof of concept.
Also, clearly showing your target market how you will help them get results and map it out in simple terms is a great way to show that you can guide them and actually help them solve the problem that made them initially click on your ad. This could be using product shots, or a few outcomes your clients benefited from after using your software. It should only be impactful enough for your users to know that you’re helping them solve their problems.
If you are currently struggling to get results out of your SaaS website and looking for a team that takes care of that for you, or you want to learn how we help our clients get the results they are looking for with strategy backed websites let’s strike a conversation over a call to learn how we can help your SaaS website get you more leads.
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