{"id":26325,"date":"2022-03-16T23:17:36","date_gmt":"2022-03-16T23:17:36","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26325"},"modified":"2024-05-23T07:40:59","modified_gmt":"2024-05-23T11:40:59","slug":"saas-design-guide","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/saas-design-guide\/","title":{"rendered":"SaaS Design: The Guide to Creating a Meaningful Saas Experience"},"content":{"rendered":"

10 years ago, if someone said, \u201cI\u2019m doing some SaaS design for a SaaS website,\u201d you might wonder what they were talking about. Today, that\u2019s a completely different story. The average number of software products a company buys is about 125 per company, and the SaaS industry has grown to an estimated $146 billion \u2014 almost 5x the size it was six years ago.\u00a0<\/span><\/p>\n

What does that mean? Predictably, it means the number of SaaS websites visited daily has increased at the same exponential rate. And how is your SaaS product supposed to stand out in this new (and crowded) world of \u201cautomated this\u201d and \u201cscalable that?\u201d\u00a0<\/span><\/p>\n

 <\/p>\n

Website or Landing Page?<\/b><\/h2>\n

Before you design a SaaS website or Saas product landing page, you\u2019ll need to decide which one you want to drive traffic to during your PPC campaign. If your main website converts at 1% or greater, you may want to drive users to one of its existing pages. Good websites give users a choice of what they want to do and where they want to go next. They\u2019re also structured with conversion in mind.\u00a0<\/span><\/p>\n

Landing pages, on the other hand, are great for controlling the user conversion path from start to finish. Unlike web pages, landing pages don’t have any nav bars or menus to distract users from the intended path of conversion. You\u2019re in control every step of the way. A SaaS Landing Page is also a great way to test specific messaging before adding it to your SaaS website.\u00a0<\/span><\/p>\n

 <\/p>\n

Creating a Meaningful SaaS Landing Page Experience<\/b><\/h2>\n

The goal for any SaaS landing page is to convert visitors to leads. But to do this effectively, you\u2019ll want to create a unique experience that speaks to customers\u2019 emotional motivators and pain points.\u00a0 This isn\u2019t a B2B, templatized, talk-about-your-product equation. To connect emotionally, you need to deliver an experience that\u2019s dynamic, deeply connected to who and where your customers are, in a way that stands out.\u00a0<\/span><\/p>\n

At Directive, we call this Customer-Led Creative. Here are several aspects to consider when designing and writing this effective way to convert customers.<\/span><\/p>\n

 <\/p>\n

1. User Experience<\/b><\/p>\n

Designing a great user experience plays a huge role in any successful SaaS landing page. But contrary to what you might think, it\u2019s more about understanding who your customers are than the design itself. Before you start designing, start doing your research.<\/span><\/p>\n

 <\/p>\n

2. Buyer Personas<\/b><\/h3>\n

Why is it so important to know the different players you\u2019re targeting? So you can better understand their unique pain points and needs. For example, if you\u2019re targeting developers and you know one of their checkboxes is integrations, make sure you\u2019re including that information on your page. Many landing pages are so concerned with getting visitors to click on that Free Trial, they fail to provide the information the user needs to make a purchase decision.<\/span>
\n<\/span>\u00a0<\/span><\/p>\n

3. User Behavior\u00a0<\/b><\/h3>\n

Before you start designing your SaaS landing page, it\u2019s important to consider how users will behave when they land on it. Great landing pages incorporate a breakdown of visitor behavior, and what they usually need to become a customer. Using heat mapping to understand how visitors interact with your page brings value to your decision making and tools like <\/span>Hot Jar<\/span><\/a> or <\/span>Crazy Egg<\/span><\/a> can help. Once you have this, you can better plan the elements to include on your page and how to optimize it for maximum conversions.<\/span>
\n<\/span>\u00a0<\/span><\/p>\n

4. Great Copywriting\u00a0<\/b><\/h3>\n

Writing great copy is such an important step in your SaaS landing page communications strategy. The attitude, tone and character of your copy can also define your brand personality. Connecting emotionally with your customers is hands-down the #1 best way to convert visitors to leads, and copywriting plays a huge role in that. Headlines should be short and punchy with the customer pain point woven smartly into the solution. Subheads should clarify and enrich the headline, and any copy underneath should be short and catchy or bulleted for easy skimming.<\/span>
\n<\/span>\u00a0<\/span><\/p>\n

5. Well Produced Videos\u00a0<\/b><\/h3>\n

It\u2019s a visual world. Speak in a visual way. Video is the world\u2019s #1 communications medium for a reason. Most people don\u2019t like to read. They\u2019d rather be entertained. A well-produced video breaks through the consumer-attention-span barrier of eight seconds, and gives visitors a more engaging overview of your SaaS product.<\/span>
\n<\/span>\u00a0<\/span><\/p>\n

6. High Performing Gifs\u00a0<\/b><\/h3>\n

Show how your product works or how it looks in action. Quickly showcase unique product benefits in a way that draws attention. Gifs do a great job on either front. Put them next to a compelling headline and subhead and you\u2019re communicating multiple benefits on multiple levels \u2013 all at the same time.<\/span><\/p>\n

 <\/p>\n

7. Social Proof\u00a0<\/b><\/h3>\n

Showcasing the companies you\u2019re doing business with is a proven way to bring instant credibility to your product or service. Social proof is another way of saying don\u2019t believe us, believe them, and best practice says, put it above the fold.<\/span><\/p>\n

 <\/p>\n

8. Customer Testimonials\u00a0<\/b><\/h3>\n

Another great piece of social proof is the customer testimonial. Using shots of real customers with a quote next to them is a fast and effective way to get those believable benefits across, but sometimes it\u2019s better to let the customers do the talking.\u00a0 Short video testimonials or customer stories speak way louder than words and beg to be viewed. Plus, you can use them creatively in your paid media efforts as well.<\/span><\/p>\n

 <\/p>\n

9. Testing Strategies\u00a0<\/b><\/h3>\n

The great thing about landing pages is you can test them at will, and may the best communication win. Testing can be big, like measuring engagement from adding video to your page vs. a static page. Or it can be small, such as changing the color of a button, or putting the contact form above the fold. Testing goes hand-in-hand with heat mapping and is all about optimizing your page to perform its best by giving customers the information they need to convert with the least amount of friction possible.<\/span><\/p>\n

All of these are important to consider when planning out a meaningful SaaS landing page experience, but there are several common mistakes that can derail that effort. These are easily avoidable if you know what they are.\u00a0<\/span><\/b><\/p>\n

 <\/p>\n

Common SaaS Design Mistakes To Avoid<\/h2>\n

Below you can learn more about some of these common derailing mistakes plus how to solve them.<\/p>\n

 <\/p>\n

Mismatched pre-click and post-click experience<\/b><\/h3>\n

Mistake:<\/strong> The ad showed one thing, but the landing page delivered something else, confusing your customer and causing them to bounce off of the page before converting. <\/span><\/p>\n

Solution:<\/strong> Consistency is key\u2014not only for paid ads and pages but for your brand voice as a whole. Your ads should be incorporating the same visuals and headline found on the page you’re directing users to\u2014at least for the hero section of the page.<\/span><\/p>\n


\n<\/span>Lacking a single, clear call-to-action (CTA)<\/b><\/h3>\n

Mistake:<\/strong> It\u2019s one of two problems: either there are no high-contrast CTA buttons or there are so many, the user gets distracted away from what you <\/span>actually<\/i><\/b> want them to do. Ideally, you want to give the user one goal in order to keep them on the landing page\u2014not distract them with social pages or ebooks.<\/span><\/p>\n

Solution:<\/strong> Decide upon a singular, actionable goal you want users to take. Then, make your CTA button stand out from the rest of the page with a high contrast color, used sparingly elsewhere to draw the user\u2019s eyes to it.<\/span><\/p>\n

 <\/p>\n

Not outlining what the user will get from submitting their personal information<\/b><\/h3>\n

Mistake:<\/strong> Even with a clear CTA stated on the page, if you\u2019re not outlining what the user will get out of filling out a form, they may not understand the benefit of doing so. Merely saying \u201cget your ebook\/demo\/trial\u201d doesn\u2019t clearly communicate what information they\u2019ll learn, how long it will take, if it\u2019s worth their time, etc.<\/span><\/p>\n

Solution:<\/strong> Put yourself in their shoes\u2014what do they get and what additional questions might they have? Think of the top 3-5 takeaways your user will get in exchange for their time and list them out next to your form. Disclose things like how long it will take (a 5-minute read, a 30-minute demo), whether it\u2019s live or on-demand, or if they need to enter in credit card information.<\/span><\/p>\n

 <\/p>\n

Asking for too much info in the form (off-putting)<\/b><\/h3>\n

Mistake:<\/strong> Once you\u2019ve convinced your audience to take the next step, they\u2019ll generally move to fill out a form. However, if that form is asking for too much or too personal information, you may miss out on a great prospective customer.<\/span><\/p>\n

Solution:<\/strong> There are some general accessibility rules to consider, such as keeping field labels outside of the form field, but ultimately it boils down to \u201cwhat information does our sales team 100% need to know in order to qualify this lead?\u201d Since most sales follow-ups are done via email these days, it\u2019s likely you\u2019ll never need to ask for someone\u2019s phone number. But if you have different solutions based on the size of the company, the pain point they\u2019re trying to solve, their industry\u2014those are questions to consider including. Not only will you get a better understanding of how to solve their problem, but you can also ask those questions first to help ease the user into filling out more personal information such as their name and email address.<\/span><\/p>\n

 <\/p>\n

No reason to believe<\/b><\/h3>\n

Mistake:<\/strong> You\u2019ve talked a big game on how incredible your solution is, but forgot to back it up with any substantial evidence. Your customers want to fix their problems but won\u2019t trust that you have the answer without some social proof.<\/span><\/p>\n

Solution:<\/strong> Evidence can come in many forms: a logo farm of clients (bonus points for big names), case studies that outline how you fixed someone else\u2019s problem, statistics from customer success stories. Anything that highlights how you\u2019ve solved the same problems for others, especially if you can highlight different pieces of social proof that resonate with specific audience segments.<\/span>
\n<\/span>\u00a0<\/span><\/p>\n

Telling instead of showing<\/b><\/h3>\n

Mistake:<\/strong> With consumer attention spans ever-shortening, lengthy paragraphs of text can lead users to skip over the information entirely. The most compelling copy in the world won\u2019t convince your target audience that you have all the answers unless they can also visualize how you\u2019d pull it off. In the digital age, there are more visual learners than ever before, and they need to see it to believe it. What you include should clearly communicate a specific benefit or feature\u2014no random screengrabs of dashboards where the user can\u2019t tell what the product actually does.<\/span><\/p>\n

Solution:<\/strong> There are so many effective ways to do this\u2014chunking information into bullet points or sections, showing product walkthrough videos, high-quality UI mockups, even lifestyle imagery if you\u2019re targeting a specific industry or persona. If it helps your customer understand how they could use and benefit from your solution, it\u2019s well worth the time and effort to create it.<\/span><\/p>\n

 <\/p>\n

Product-focused rather than person-focused<\/b><\/h3>\n

Mistake:<\/strong> Donald Miller (author of Building a Story Brand) said it best: \u201cThe customer is the hero, not your brand.\u201d When companies only focus on how great they are, they miss out on connecting with their customers\u2019 pain points and goals. No emotional connection means no customer, and wasted marketing spend.<\/span><\/p>\n

Solution:<\/strong> Rework your messaging and visuals to focus on the page\u2019s target audience. Have a pain points and benefits section that highlights how your solution is going to make their lives better. In keeping with the Donald Miller lessons, your brand should be the Yoda to their Luke Skywalker.<\/span><\/p>\n

 <\/p>\n

The design sucks<\/b><\/h3>\n

Mistake:<\/strong> Plain and simple\u2014if you\u2019ve got misaligned elements, text that doesn\u2019t meet accessibility standards, a demo video made in Powerpoint, or pixelated imagery? Your users will take that lack of quality control as an indication of how your product looks and feels too.<\/span><\/p>\n

Solution:<\/strong> Invest in quality. Directive\u2019s Performance Creative Service team brings strategy together with best-practice land page design to turn page visitors into customers. Our retainer-based model includes full design and build of pages, ongoing variant testing, and image ads for display and social to go with. Our designers also work side-by-side with an exceptional video team for dynamic explainer and demo videos, customer testimonials, or just to add engaging motion graphics to your pages.<\/span><\/p>\n

 <\/p>\n

Takeaways on SaaS Design<\/h2>\n

SaaS is a great space to be in, but it\u2019s expanding at a rate of nearly 100% year-over-year. Adding to that, 55% of top enterprise companies are planning to increase their software spend in 2022, which means more competition will be entering the market, and more SaaS websites and landing pages will be jockeying for attention.\u00a0<\/span><\/p>\n

How will your site stand out from so many competitors offering similar benefits? It\u2019s important to work with an expert like Directive.\u00a0<\/span><\/p>\n

Directive is a performance-driven agency with individual departments that specialize in all the mediums that matter. Our Customer-Led Performance Creative teams create smart, engaging communication strategies for landing page design and development, and work seamlessly with our <\/span>video team<\/span><\/a> to bring emotional engagement to the forefront of our design strategies.<\/span><\/p>\n

Whatever your ultimate performance goal is, make sure it\u2019s Customer-Led, and see how emotional connection helps create meaningful site experiences that boost your conversion strategy.<\/span><\/p>\n

Performance = Directive.<\/span><\/p>\n

 <\/p>\n

\"https:\/\/directiveconsulting.com\/ca\/join-society\/\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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