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Rev Up SaaS Conversions With These Product Page Optimisation Tips

 March 12, 2020

By  Will

Do visitors understand your product and what it can do for them? If your conversion rates are not what you’d expect them to be by now, then the answer is “no”.

Think about SaaS customers’ buying habits: they could not care less for how cool or pretty the product is – they just want their problems fixed.

So if you want to increase your conversion rates, you need to clearly communicate your ability to deliver a perfect solution to their problems and show them the value they’ll get when they subscribe.

Essentially, you can have the best product or service in the world but if its description doesn’t reflect it then no new visitor will subscribe for it.

However

Although the SaaS buyer behaviour differs largely from that of an ecommerce buyer, in some instances they are exactly the same: sometimes, a small nudge on your part is all they need to convert.

And today, I’d love to share with you a few actionable “nudges” you can implement to persuade more users to convert. Let’s dive in!

Create Urgency

Timing is everything when it comes to applying urgency correctly. You don’t just want your visitors to convert – you want them to convert right now.

Airlines and hotels do this a lot by letting you know other people are looking at your seats or room. If you’re running a webinar at a set time, then people must be signed up in advance. However, ‘you’ve got 5 minutes to download this PDF’ is utterly pointless and will just likely annoy visitors unless you really are removing that PDF forever (which I doubt you are).

I really like this webinar signup from Neil Patel:

Screenshot Source: WordStream

It has a progress bar. A visual cue to signup for the next webinar.

And a timer. That’s urgency done well.

Create Scarcity

Scarcity is perceived. Often it’s just a gimmick. Scarcity has long been a part of the marketing mix but only a few get it right – and trust me, there are plenty of opportunities to use it correctly.

Your digital product has unlimited versions, so you’ll need a valid reason for only letting X number of people download it. If you only have a few units left, highlight that on the product page. If you’ve only got 1 seat left on a plane, highlight it.

If you’re a SaaS business it’s tough but in the early stages, you can use scarcity to get early adopters in by limiting the number of accounts you open per month. 

When you think about it, the whole idea of Groupon is built on scarcity:

Screenshot Source: NN/g Nielsen Norman Group

Offer Bundles

Bundle products to improve conversion and basket value so that customers see getting more than one product for a slightly higher price than a single product as a deal.

Lots of newspapers and magazines are doing this now. You can have the digital version for £99, the print version for £99, or both for just £129. There’s almost no extra cost to the company in doing this, but they add 30% per customer. 

Just look at Dropbox:

Screenshot Source: LeadQuizzes

“It’s a no-brainer to go for the Advanced plan for just £5 more”, said few thousands of users…

Ask For Smaller Commitments

Don’t overwhelm your customers. If you’re only offering an annual plan with no trial, you’re asking for a huge commitment. However, offering a trial so that they can test out your product and allow them to pay monthly with no contract, you turn one big commitment into several bite-sized ones. 

Label Your Icons

Although a lot of icons are universal and in most cases you can get away with it, if the icon is unclear or the use of the icon in a certain context is unclear, just label it so people don’t have to work it out for themselves.

FreshBooks does it really well:

Screenshot Source: DesignModo

Break Down Your Prices

Got a monthly subscription for $30? Well, that’s just $1 per day. Lots of consumer subscriptions are around $7.99-9.99, which is just 33c per day. For something like Netflix or Spotify that seems like an incredible deal. 

Give Your Information Some Freedom

It can be tempting to try to squeeze in as much information as possible on your product pages to help your visitors to understand its value better. However, if things are kept tight, they’ll get overcrowded and overbearing on the customer. Instead, space things out and use a bit of padding.

Adding white space around the text, images and buttons makes it very obvious to the visitor which elements of the page are the most important.

OwlLabs design does a great job of ensuring that visitors’s attention is where they want it to be:

Screenshot Source: Impact

Paradox of Choice 

The paradox of choice means that the more options you give someone, the less likely they are to make a decision.

Offering plenty of options to choose from may seem like a great way to ensure your customers will definitely find the perfect solution to their needs but it’s often counter-productive. Being overwhelmed with information only results in them being unable to process it effectively.

Have a look at the number of products or subscriptions you have, and see if you can cut down that number by removing anything that is too similar to something else.

Address concerns 

Address concerns throughout the purchase journey, and consider combining this with testimonials as social proof that these issues don’t really exist. Your customers are far more likely to trust unbiased 3rd parties who used your product than your sales copy or product descriptions – so much so that according to one study, testimonials can increase conversions on sales pages by as much as 34%.

Track customer service tickets and your FAQ to find out what the most commonly asked questions are, then address these in key areas of your site.

OptinMonster doesn’t just have a dedicated Testimonial page for customers to see but they also display reviews across other pages:

Screenshot Source: OptinMonster

The Bottom Line

SaaS buyers are people who want simple solutions to complex issues that are easy to implement. While I’m sure your product fits that description perfectly, you need to make sure your website visitors can see it too.

Hopefully, some of the tips mentioned above will help you design product pages that effectively communicate the value you can deliver. And although you may want to implement all of them at once, I strongly recommend against it.

Instead, choose 2-3 strategies and focus all your resources and efforts on making them work before your experiment with something else.

What strategies have you found the most effective for your SaaS business? Share your thoughts in the comment section below!

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W,Laurenson

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