Among other things, SaaS website design & performance optimization has paramount importance when it comes to bringing high traffic and conversions.
A study conducted by Portent that includes small to large eCommerce and SaaS companies found sites that load in 1 sec see 3X to 5X higher conversion rates with respect to the sites that take 5 to 10 sec. Further, the study revealed that each additional delay of a second impacts the conversion rate by 0.3%.Another web design research by GoodFirms found the top reasons why visitors leave websites as listed below:
Thus, having a sleek, responsive, and modern web design is pivotal for converting your SaaS visitors into paying customers. Rest assured, we will walk you through different geographies to help you optimize your SaaS website for high traffic and conversions.
Most pages on a SaaS site have key importance and are at the top of the hierarchy as they greatly impact conversions. However, many of these pages may not be well-optimized to bring quality traffic and leads for conversions.
To help you understand the geography of a SaaS website, we have divided it into a quadrant based on the traffic and conversion criteria. Each quadrant is bifurcated to address the different website geography. Here’s what the quadrant looks like:
Optimizing such pages should be your top priority as you are already getting a high amount of traffic but generating only fewer conversions. Start analyzing these pages and identify what aspects need to be improved so that visitors get compelled to click on your CTAs.
Is it the graphics, content, layout, or something else? The best way to pinpoint what elements need improvement is to A/B test different aspects to see what generates better outcomes and enhances the click-through rate from this website geography.
Pages in this criteria perform well as they already bring high traffic and conversions. Since they have been the flagbearer for your SaaS growth, assess and find elements that perform well and implement the same for other pages.
Do they feature prominently on your navigation? Are they well-optimized for SaaS SEO? What about the on-page elements? Find out what works best for these pages and try to bring the same charm into your other web pages.
These pages should be your second priority in your website optimization list. Even though these pages bring high conversions at low traffic, they could be improved further to drive more quality traffic and boost the conversion rate. The first thing you want to do is identify the reasons for the low traffic volume.
This will also require A/B testing different aspects of your pages such as tailoring the content, improving UX, mitigating any technical issues, or optimizing SEO for traffic growth. If everything checks out, you can then start paid optimization to increase traffic and improve conversions.
Optimizing pages with low traffic and conversions will require additional work and effort from your end. This can take time since neither they are bringing much traffic nor sufficient conversions. You’ll need to run several tests and identify areas that need enhancement for better outcomes.
You’ll have to figure out more ways and analyze data to turn this around for your SaaS website. Additionally, you can incorporate learnings from the above geographies and optimize low-performing pages to boost your overall bottom line.
Now that you have identified and divided web pages into quadrants, let’s get on with the SaaS website design and optimization:
Each web page should clearly communicate the value your SaaS software offers within the first few seconds of users landing on it. Doing so will help create a lasting first impression of your SaaS brand to catch the visitors’ attention.
Value proposition represents the USP of your brand and is an effective SaaS product marketing tool. A clearly defined and specific proposition should inspire and compel users to take action. Often it constitutes the headline and several below-the-fold elements of a page that describes why your solution is optimal among the competition.
Here’s a simple formula you can follow to prepare a unique value proposition for your SaaS brand:
Social proof plays a notable role to encourage and compel users to take the next step in your personalized SaaS funnel. An optimal amount of social proof displayed on your website in the form of testimonials, reviews, case studies, or statistics can effectively increase the conversion rate.The reason for being vigilant about social proof is because over 93% of consumers rely on customer reviews and 66% will most likely purchase after reading positive reviews.
Another great social proof idea is to inculcate trust scores and reviews from 3rd-party sites like TrustPilot, Google Business Profile, Yelp, and others. Case studies are also a great example of social proof your SaaS site should prominently display.
Nothing can persuade more than a real customer testimonial that shows the positive side of your SaaS product. You want to feature as much social proof as possible and make them part of your SaaS website design and optimization process.
The next step of SaaS website optimization is where you take a storytelling approach and frame your users as the hero in your content and communication. Here, you want to address the pain points users face and how they can overcome those challenges.
Being direct in your content and communication would make users feel an inclusive part of your brand and paint a picture in their minds to visualize the benefits of your SaaS software. Moreover, it conveys how your product brings ease to their daily work and simplifies the tasks to complete them with perfection.
You can take it a step further by showing the old way (without your product) of doing things and then illustrate how easier it gets with your SaaS. But ensure that the before and after gap is clear, evident, and easy to grasp to make your statement more convincing. To that effect, mold your tone to make it feel like they are talking to a friend who encourages them to sign up for a product trial.
Nothing can come close to product trials for boosting sales and conversion. Your homepage and product page should explicitly mention the free trial period customers can enroll in before they make a purchase.
Product trials allow users to get a feel of how your product works and understand the intricacies involved. Offering a free trial or even a demo that explains how your SaaS makes the life of its users hassle-free can be beneficial to boost conversions.
Another reason for doing so is to let your potential customers understand the code functionality, specific use cases, and potential value of your SaaS by using and feeling it up close. Thus, a free trial is a go-to growth-expanding strategy if you want to achieve high traffic and high conversion goals.
High-performing blogs are another way to optimize your website for gaining high traffic and conversions. Understand that SaaS products are often complex software, and to comprehend them better, users may engage with several different content types before they make up their minds to purchase your products.
According to Demand Gen Content Preference Study, B2B buyers crave concise and well-researched content before purchase. More specifically, 72% consumed over 3 content pieces to make an informed decision.
Publishing high-quality and educational blogs allow you an opportunity to attract the right kind of audience and turn them into customers. Additionally, you can take a funnel-based approach to create content that targets users in the middle and bottom stages of the funnel. For instance, publish more comparison guides, case studies, client success stories, how-to guides, deep technical posts, and others.
You can also consider running podcasts and webinars to generate even more quality leads and turn them into customers. Furthermore, try out several other SaaS content types to fast-track your growth.
Landing pages are the most vital pages on your SaaS websites and need to be optimized accordingly. They are the modern toolkit a marketer has to turn leads into paying customers. However, you first want to analyze if your landing pages are well-optimized for high traffic and conversions.
While doing so, keep the above-mentioned steps in mind from monitoring your value proposition to offering a trial/demo, optimizing the content, and using social proof. Apart from these, you must also pay attention and test out your CTA, pricing, trial period, and other aspects.
A/B testing different aspects of your landing pages will help you identify what version of the design and level of optimization work best. Moreover, it’ll help you to see what modifications bring more traffic and conversions to your SaaS website.
Website design and optimization is a long and complex process and involves dealing with several different web elements. For instance, using attractive CTA, compelling visuals, wise typography, contrasting colors, navigation flow, page load speed, and others.
No doubt you need to optimize these elements, but here we have only covered the most pivotal aspects that affect your website traffic and conversion rate. Incorporating the tips mentioned in this article is essential for SaaS brands trying to achieve product-led growth.
Content is also an important avenue SaaS brands should utilize optimally to bring quality traffic and increase conversions. An expert SaaS content marketing agency like Growfusely can help you find opportunities to create tailored content that brings high traffic and conversion for your SaaS brand.
So, let’s join hands and turn your SaaS into a growth engine.