7 Mistakes You Should Never Avoid on Your SaaS Landing Page
7 biggest landing page mistakes to avoid — Market Curve
https://www.marketcurve.org/essays/7-biggest-landing-page-mistakes-to-avoid
Mistake #1: Talking about Features
The first thing to understand is that customers are not interested in your product, they are interested in what your product does for them. For this reason, you should avoid landing pages that are full of explanations about 'functions'.
For example, if there is an app that records what the user has said, it is a 'voice memo app' to describe its function in one word. However, there should be few people who can realize the convenience of being called a 'voice memo app'. To put this in terms of how the product benefits the user, it's 'I can write down ideas even when I'm too lazy to move my hands.'
Similar examples include copies such as 'triple conversion within 3 weeks' and 'be able to receive feedback from customers in 10 seconds'. It is important to let the other person know what benefits they will get from using the product.
◆Mistake 2: Writing in the passive voice
Rather than writing in the passive voice, 'Our product is loved by 2,000 people around the world,' it is better to write in the active voice, '2,000 people around the world love this product.' . Basically, the active voice is more straightforward than the passive voice, and the advantages include being able to show the important points at the beginning and being a more direct action-based writing style. However, the point that 'I can show the important point at the beginning' can be said to be an advantage that is strongly seen in English grammar.
Mistake 3: Speaking from your own perspective
On the landing page, you should write sentences with 'you' as the subject instead of 'we'. This is more likely to read 'Your sales process is your lifeline. Streamline your lifeline' rather than 'Our software helps you streamline your sales process. It is shown in the example of stimulating motivation.
Mistake 4: Don't make your copy 'fun to read'
If your text is monotonous and long, your readers will get bored and stop reading further. For this reason, it is important to create a rhythm by combining sentences of various lengths.
Also, the point is to not write sentences that you have seen somewhere. The more competitive SaaS, the more important the memorable and impressive sentences become. You need to write something that piques the reader's curiosity and makes them want it.
Mistake #5: Not spending time on headlines
Headlines are one of the most important parts of your landing page and are worth 50% of the time you spend on your landing page.
Past research has shown that when prospects spend more than one second on a landing page, they find the product and the solutions it offers more appealing. When prospective customers leave the page, most of them make decisions in milliseconds, and ``staying on the page for more than 1 second'' increases the likelihood of customer acquisition.
Headlines are a key factor in whether a prospect stays on a page or leaves, explained Market Curve.
Mistake 6: Not using the customer's words
Most founders and marketers don't spend enough time interacting with their customers. But only by actually having enough conversations with your customers can you understand their level of awareness and their true needs.
It is important to try to understand the language patterns your customers use, their problems, and the solutions they seek, such as by:
- Call customers and prospects
・Observe niche market keywords
・Join Slack and Discord groups
・Subscribe to e-mail newsletters for businesses in the same market
・Conduct a questionnaire
Market Curve says that by constantly tracking the obtained data with Google Docs and using the words obtained from customers on the landing page, you should see an increase in conversions.
Mistake 7: Unclear CTA
The CTA is the most important part of any SaaS landing page. Follow the process below to set the CTA.
1. Define your call-to-action
Defining a CTA means defining 'what you want users to do most'. First of all, decide what you want most from users, such as 'subscribing to mail magazines', 'sending product feedback', and 'applying for product demos'.
2. Understand your customer's awareness level
A user who has just visited a landing page behaves differently than a user who has stayed on the page for a long time. It is necessary to set a CTA while matching the consciousness of the customer.
Customer awareness levels are generally classified into five stages:
Ignorance (Level 1): Not knowing there is a problem
・Problem awareness (level 2): I feel that there is a problem
・Awareness of solutions (Level 3): Desire to solve problems
・Product awareness (Level 4): Know how to solve problems with products provided by SaaS
・Clearly want the product (Level 5): I want to use the product
With these five stages in mind, you need to prepare a CTA that matches the user's awareness level.
Prepared CTAs using the above methods reduce the cognitive load on prospects, clarify what they need to do, and don't overwhelm first-time visitors. Also, by clarifying the CTA, the SaaS operator has the advantage of being able to clarify the important points.
In addition, Market Curve said that a good CTA is 'easy to understand', 'low hurdles', and 'less than 60 seconds to execute'.
In addition, even if you do not create content and create headlines for customer acquisition by yourself, GIGAZINE quickly pushes out SaaS sales by ``just placing an order'' Create detailed articles and approach those who seek products GIGAZINE article advertisements are available from the following.
GIGAZINE.BIZ | Information on advertising on the IT news site GIGAZINE.
https://gigazine.biz/
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