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The State of SaaS Landing Pages in 2020
SaaS landing pages have undergone many changes in the past decade. In 2020 it’s necessary to explain software complexities in simplified and interesting ways, use authentic visuals, and target the right audience at the right time.
Unbounce did a review of 200 SaaS campaigns to compile some high-level trends. Additionally, their data scientists used machine learning to analyze over 34,132 landing pages and 19.2 million conversions.
One of the key findings is that on average, SaaS landing pages convert 10.46% lower than the overall conversion rate baseline. Some of this can be attributed to complex and intangible offerings for very specific niches in ever-changing industries, but the key to improving landing page conversions is to optimize each page before and after publishing.
Here are some findings from the 200-campaign review:
- 42% of landing pages offered Demo/Consultation
- 24% of landing pages were Sign-Up Pages
- Average headlines were 44 characters (5-8 words)
- 40% of landing pages featured images of software in the Hero sections.
- Only 54% of the sampled landing pages featured testimonials
Ready to crush your next SaaS campaign?
To make your next landing page a high-converting one, don’t just set it and forget it. Talk to your customer about the problem that you solve for; not the product itself. Get a glowing testimonial to include. Keep iterating. And if you need more advice, then there’s much to learn from the experts over at Unbounce.
Optimize Your SaaS Landing Pages Like an Expert
Here’s an insightful guide tailored to getting the most out of your SaaS landing pages. Not only does it come from Unbounce (a pretty dang comprehensive landing page platform), but they’ve teamed up with Talia Wolf and Active Campaign to corner the market on landing page conversion rate optimization expertise.
In this free guide, you’ll learn all about fixing your underperforming pages, best practices for optimization, and creating campaigns well-tailored to your customers’ needs.
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“If we don’t change, we don’t grow. If we don’t grow, we aren’t really living.”