Are you planning to develop a new PPC landing page? What is important? And how does it drive revenue for your SaaS business?
Introduction:
I've come across numerous SaaS landing pages burdened with too many features, excessive text, weak value propositions, and a lack of relevant customer testimonials and proper CTAs.
From leading performance marketing at a Series B funded SaaS startup, I have learned valuable insights into creating high-converting landing pages. These practices significantly reduced free trial/demo acquisition costs.
PPC SaaS Landing Page Cheatsheet
But before we delve into these insights, I'd like to offer you a valuable resource. I've created a comprehensive PPC SaaS Landing Page Cheatsheet that you can check it out the Miro board here . This resource includes the best practices for developing a high converting PPC SaaS landing page, including structure and copy examples. You may choose to download it now as a reference while we go through the blog, or you can bookmark it for a deep dive later on. Either way, it's an essential tool for your SaaS marketing toolkit.
Understand Your Product, Customers, and Competitor Ecosystem
Before exploring these practical steps, it's essential to understand that some groundwork is required. Based on my experience, building an effective and high converting landing page lies in a deep understanding of your product offering and customers. This involves taking product demos, interviewing your BDR’s and AE’s and reviewing your ideal customer profiles (ICPs) and user personas. It also involves understanding your competitors, value proposition and how you differentiate from them.
Get Your Messaging Right, first.
Don’t start with committing to large paid media campaigns before you have clearly defined/refined your messaging. You need to transition from generic content to emotionally-resonant messaging that connects with your ICPs and personas. Use customer interviews to understand their struggles, their major pain points and how your product can provide a solution.
After accomplishing all of the above, you're prepared to explore the best practices for crafting high-converting landing pages.
Step 1: The SaaS buying Journey: From Frustration to Solution
Engaging visitors effectively means taking them on a journey – from their current pain points and frustrations to the ultimate solution your SaaS product offers. In the header section, drive curiosity by highlighting the results users can achieve without struggling with their current problems. Examples of engaging headers might include: "Discover How to Achieve [Result] Without [Problem]" or "Who Else Wants [Result] Without [Problem]."
Step 2: Leveraging Your Expertise and Credibility
Building trust is a cornerstone of converting visitors into customers. Showcase logos of relevant companies within your ICP that have received benefits from your SaaS product. This strengthens your credibility, helping potential customers realise that others in their industry have achieved success with your solution.
Once you've established your credibility, it's time to get into the nitty-gritty of your audience's pain points.
Step 3: Addressing Pain Points and Offering a Better Solution
Highlight the drawbacks of the current methods users may be experiencing and demonstrate why your solution excels. Critique the approaches they might be using, and highlight the limitations of competitor products. Quantify the costs associated with these problems and the potential opportunity cost of not addressing these issues. The goal is to make visitors realise the urgency and value of your solution.
Step 4: Explaining the Solution Step-by-Step
Now, having laid the groundwork, it's time to explain how your product solves the identified problems. Break down the solution into three to maximum five steps, providing an overview of how potential buyers can achieve their desired results by utilising your SaaS offering. Use screenshots, GIFs or other visuals to showcase your product in action and make it easy for visitors to understand its features and benefits.
Step 5: Social Proof and Testimonials
Instil further trust and confidence in your product by featuring testimonials from satisfied and relevant customers from their industry. Focus on the specific results they have achieved or the unique selling points (USPs) they have found valuable. Make sure the testimonials are relatable to your ICP, as this enhances the belief that others like them have successfully used your product.
Step 6: Creating Urgency and CTA’s
Prompt visitors to take action by creating a sense of urgency of their problem. Emphasise that many have already achieved results with your product, and encourage the prospect to start their own success journey. Clearly outline the next steps, whether it's booking a demo or starting a free trial. Include also what someone can expect from the demo, specify how long it takes and what they will learn. Also include risk reversal techniques, such as emphasising the ability to cancel or offering free setup and support in case of free trial. Then, remove any financial concerns by stating that no credit card is necessary to begin the free trial. This eliminates a common barrier, making the trial even more accessible.
Step 7: Alternative Options
Not all prospects will be ready to commit to the primary call-to-action (free trial or demo). In case your landing page receives organic traffic from diverse sources, make sure to provide alternative options and content with lower intent levels. These can range from providing a phone number for inquiries to offering videos, webinars, or lead magnets such as ebook and whitepapers. These alternatives can gradually lead potential customers toward the primary CTA.
Step 8: Removing Anxiety & Distraction
Anything that creates uncertainty in the visitor's mind and hinders them from taking the desired action. This can be lack of information or concerns about security and privacy. You can address this by providing sufficient information about your product, offering guarantees, demo and free trials, and assuring users of data security and privacy. Also make sure you remove anything that diverts attention from the primary message or CTA. It could be unnecessary links, images, or too much text
Step 9: Deliver a relevant experience
Make sure your SaaS landing page matches with your visitor's expectations after clicking on your paid search or social ad. This means that the landing page should match the keyword and its intent. This will eventually improve quality scores in your Google Ads account, leading to lower CPCs and CPAs (cost per acquisition).
Conclusion:
Crafting a high-converting SaaS landing page doesn't have to be a difficult task. By following this step-by-step guide and leveraging the tips presented here, you can create a compelling and effective PPC landing page that converts visitors into revenue.
Remember to focus on understanding your target audience, addressing their pain points, and clearly communicating the value and benefits of your SaaS product.
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