7 Tips to Improve Your SaaS Landing Page Conversion Rate

Written by: Elena Daskalova
Sep / 21 / 2023

Software as a Service, or SaaS, belongs to a pretty fast-paced industry, so staying ahead of the competition is essential. No matter if you’re providing cutting-edge software or some innovative tool, a high conversion rate is needed so you can sell your product. As a result, you can re-invest the money and improve the product/solution or maybe boost your marketing efforts to attract the right audience. And surely, a SaaS landing page with high conversion rates is the answer you need.

While building your B2B SaaS brand and dealing with specific SEO challenges, it’s also crucial to understand the importance of landing pages, their purpose, and the best way to drive sales through them. 

That’s why we created this B2B SaaS landing page guide to help you understand all the challenges a SaaS business may face while launching such a page. Surely, among those challenges is recognizing the potential of a good copy and design to improve the SaaS landing page conversion rate and convert the captured leads into customers.

Understanding SaaS Landing Pages

Before we get to the copy, structure, and optimization, we’ll first explain what is SaaS landing page exactly and why it’s important in the digital realm. 

We can say that a SaaS landing page is a specially designed web page to drive a single call to action, capture leads, and encourage sign-ups. The well-written copy hooks the page visitor and explains why it’s beneficial for them to have your product. 

But instead of highlighting the product’s features and benefits, the landing page focuses on potential user’s pain points, worries, and things that make them nervous. While addressing pain points and discreetly incorporating the benefits, the landing page captures visitor’s attention to the specific offer, making it a pretty powerful conversion tool. 

Still, the secret is to incorporate a great SaaS landing page structure and nail the copy, too, which is the ultimate goal of this article.

The Importance of Conversion Rate in SaaS

As you now understand the purpose of the landing page, it’s time to focus on conversion rates. You already know how to leverage content for SaaS lead generation, but now you’ll understand why it’s important to convert those leads and navigate them through the ultimate user experience. 

When it comes to SaaS landing page conversion rates, we must note that in the SaaS world, it’s equal to signing up for a free trial, requesting a demo, or subscribing to the service. We can use an analogy with a cosmetics shop so you can understand better. The store visitors are equivalent to the landing page visitors, who are looking for something and found you. A free trial is a sampling of the product in the store, a demo is taking the free product samples to try them at home, while paid subscriptions are the same as purchasing the product. 

In the meantime, high conversion rates mean that your landing page captures the attention of the audience while giving them value and purpose. As a result, the revenue grows, meaning you can make profits out of your SaaS product.

Tips to Improve SaaS Landing Page Conversion Rate

Now, it’s time to get into the game and learn how to improve the conversion rates for your SaaS business. We’ll share some proven tips to help you improve the landing page so it can attract leads and convert them into prospects and customers. 

Optimize Your Headline and Subheadline

Your headline is the first impression you’re leaving on the page visitors. You need to craft a compelling and concise headline that is also attention-grabbing at the same time while clearly communicating your value proposition. The subheadline provides additional context to reinforce the message. 

At this point, you need to hire a copywriter or create the copy yourself. 


Imagine you’re selling a team management SaaS product. Maybe the first thing that comes to your mind would be:

Headline: The Best Team Management Software to Improve Your Efficiency

Subheadline: Our SaaS product streamlines your tasks and processes.

But take a look at this:

Headline: Unlock Peak Productivity With Ultimate Team Efficiency

Subheadline: Dominate your industry by revolutionizing the workflow and supercharging team collaboration.

In the first example, the focus is on the software, but in the second one, we moved the focus to the user and the benefits they get. So, you get the idea of writing great headlines and subheadlines for your SaaS landing page.

Create a Compelling Call-to-Action (CTA)

The CTA is where the conversion should happen. It should be strategically placed on the landing page. Make sure you implement wise wording and combine colors to make it more appealing. 

While this is a button, and you can’t really write long texts on it, you can still manage to replace the boring “Sign Up” with “Fix It Now” or something even more appealing to drive conversions. Make sure the text calls to action from the visitor. 

Use High-Quality Visuals

A picture is worth more than you can say with words. A great SaaS landing page should be a combination of wise copy and eye-catching visuals that complement your message. 

Use quality images, videos, and infographics to stay relevant to the target audience. As a result, you’re improving the chances for higher SaaS landing page conversion rates, no matter if the prospects are looking to buy the product or sign up for a trial or demo. 

Streamline Your Form Fields

It’s essential to shorten your forms to reduce user friction. Imagine signing up for a newsletter or a demo while you need to enter information like address, location, phone number, etc. In the beginning, it’s enough just to ask for a name and email, and later, you can use progressive profiling to get more details about the lead or prospect. 

Trust us when we say that many potential leads give up when they need to fill up more than three fields in order to subscribe or sign up for something. And we are sure you don’t want them to get away and find other landing pages that require less information from them. Surely, shorter forms encourage more effective sign-ups, so always keep that in mind. 

Provide Social Proof and Testimonials

Building trust is essential in the SaaS industry. So, social proof must be an integral part of the SaaS landing page structure in order to showcase your relevance and authority. 

Once you include reviews and testimonials, your SaaS landing page conversion rate will show a significant move. People need to be assured the product and company indeed serve people and resolve their pains and issues. And there is no better- way to show your relevance than what other people have to say about you.

Highlight Key Benefits and Features

When working on a high converting SaaS landing page, you need to have a separate section dedicated to key benefits and features. The best practice is to highlight them as a list so that the readers can easily skim and spot the value. 

If you highlight the benefits and features clearly, your visitors will immediately recognize that your product can solve their pain points.

A/B Testing and Continuous Optimization

The first version of your SaaS landing page is not the final one. We suggest implementing A/B testing to identify what works best for your audience. In order to increase the SaaS landing page conversion rate, you’ll need to refine the design and copy based on data and insights.

Measure and Analyze Results

Optimizations without measurements won’t take you anywhere. Leverage tools like Google Analytics 4, Google Search Console, and Ahrefs, use heatmaps, and track conversions. 

The SaaS landing page conversion rates may vary depending on a given period or the overall strategy you implement to gain more leads. So, regularly analyze why some spikes or drops happen and how the copy, design, and structure affect the conversion rates.

Our Thoughts on SaaS Landing Page Conversion Rates

A great landing page is a combination of relevant information, strong copy, and excellently executed design and web development in the background. Ultimately, your well-optimized landing page can ensure you’ll gain success.

You only need to understand what the audience needs from you, spot their pain points, and smartly address them in the copy. As you implement the tips we shared, you’ll immediately spot the difference. So, don’t wait and optimize your SaaS landing page conversion rate to gain trust, authority, and online reputation.

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.