The Secret to SaaS Landing Pages That Convert | Step-by-step breakdown

let's talk about landed Pages um so nowadays traffic is a commodity right you can simply pump loads of money into paid ads and you'll get traffic but traffic alone isn't going to grow your company nor is it going to help you hit your growth targets now over the last few years I've spoken with hundreds of marketers in the SAS space and a common challenge I've seen across the board is that they're struggling to convert that traffic into leads and sales opportunities so in this video I'm going to be going through how you can convert more traffic into sales opportunities and also just get a better return on your advertising budget through the use of high converting landing pages now if you don't know who I am my name's Liam welcome over the last few years I've worked in the SAS space both as an employee and nowadays as the founder of digiseed and we exclusively work with B2B SAS companies helping them reduce their CPAs and custom acquisition costs through the use of high converting funnels and as it says on the screen if we work together we'll either be your current funnel performance or you don't pay and that's 100 guarantee so let's jump into it and so what we're going to be talking about is the difference between a landing page and a home page this is a question I get asked about all the time um why landed pages are important and the anatomy of a high converting landing page so we've broken down some some key principles um that you should consider when building landed pages and we've got some uh um examples that we'll be talking through as well so really quickly what's the difference between a landing page and a web page so fundamentally uh you know at a really basic level they are the same thing they are all web pages that are hosted on the internet the difference lies in how they use so landed pages are generally used for a specific purpose or goal whereas websites have multiple purposes and goals right so if you look at a landlord page some examples of land and Page use cases are for like lead magnets or for specific campaigns perhaps you want to talk about a specific type of content whereas a company website you go there you can learn about a company's products you can learn about the pricing you can read blogs you can look at the careers portal all of these different um things these different purposes it serves um so there's sort of a key distinction there of of what they're used for um and this document will be in the description if you want to take a look and just look at these uh Graphics that highlight the differences now why are landing pages important well they are critical part of your overall funnel right and your funnel is the journey that attracts educates prospective customers and ultimately converts them uh into customers um and I talked about this in a previous video you know you've got this roughly speaking you've got like the three stages of a funnel very high level sort of top of funnel where you're pouring that traffic into this is where you're you have like awareness campaigns awareness plays um you then get people into your funnel this is where they're sort of considering you um and then ultimately you know they come out the bottom this is when they uh convert and you're using different tactics uh messaging and approaches depending on what stage in the funnel um they are um and just as you would totally up uh your print your pitch or your approach on a sales call or a physical in-person meeting the message and tactics used throughout your funnel should also be tailored to your audience right it's no different um you're still selling um and Company websites absolutely fail to do this one they are static um so generally speaking from my experience and from work with SAS companies are speaking to them there's minimal experimentation that happens on a SAS company's website right they don't really update them too often they're running no experiments or split tests and secondly your way website is very two-dimensional right it speaks to everybody in the same language it has no consideration for if somebody's you know a cold stranger that has never heard of your company before all the way to you know a red-hot lead who who's ready to purchase it has no consideration for this speaks to everybody in the same language and this is why SAS companies struggle to convert traffic from their website right because um they've exclusively sending traffic to it regardless if it's cold or hot and the messaging on that website is only resonating with a small percent of the market and we'll talk about that in a second now on the other hand landing pages enable you to tailor your message um to those different audiences to cold traffic versus warm tracking versus hot traffic or really just you know different types of campaigns it it allows you to have tailored messaging so the messaging on your landing page can be congruent with you know the advert that got them to that landing page or the emails you're going to send them um and here's here's an example of how that would look right you have these dedicated landing pages based for specific campaigns or perhaps specific channels you know this could be Google this could be Facebook this could be Tick Tock um generally speaking traffic that comes from Google is high intent because how they discovered you is through searching keywords either related to your brand or exact keywords you know like your brand your company's name and so they're high intent and so these are these are warm or hot leads and so really we want to be like pushing for the cell they're pushing for the conversion getting them on that demo getting them on that sales call getting them to start that trial whatever your growth model is whereas um traffic on like Instagram and Facebook well again generally speaking it's gonna have lower intent than people on Google because they're not searching for your company they're just scrolling through their feed and your advert pops up and so really we want to be speaking to these people in a different language similarly um you know say if you are run in different campaigns you know you're not just sending traffic to your website you want them to download pieces of content or perhaps there's something you know you're promoting well then you can send them to a landing page that only talks about that specific thing rather than send them to your website um where next thing you know they're reading your blogs and they're in your career portal um and I've completely forgotten why they landed on your website in the first place um and ultimately why landed pages are important comes down to two things um number one is awareness so it's critical that you consider the awareness the intent or the motivation of your audience when advertising and the five stages of awareness by Eugene Schwartz helps us visualize these stages that buyers go through and I'm not going to take a deep dive into this because um it could be a whole video by itself if you'd like me to do that drop a comment um and I'll be more than happy to do that but at a real high level um every single buyer goes through these five stages of awareness right um so they start off uh well they start off like unaware so they don't know a problem exists and so they certainly don't know a solution exists or a product provides that solution and then they go through the stages of awareness to where they've identified that problem they've identified solutions that solve that problem and they've also identified SAS companies vendors that provide that solution that solves that problem and so only three to five percent of the market is over here on the right actively looking to buy a SAS product right these are the hot leads that are typing in high intent keywords in Google and they're probably already in discussions with multiple SAS vendors you know they're hopping on demos they're doing side-by-side comparisons um but the majority of the market are over here on the left they are at the beginner uh the beginning of the buyer's Journey um and they most likely don't know who you are or what problems you solve and in a lot in a lot of cases they haven't even acknowledged there is a problem uh to solve in the first place and so when marketing to this wider segment of the market who have um less than 10 and less awareness sending them directly to your website it's not optimal um because your website is filled with hard calls to action like Booker demo sign up right you're you're going straight for the pitch they don't even know a problem exists in their life they don't even know who you are and you're the first introduction to them is you're you're trying to sell to them and so this is no different than send it a code email or like a cold DM on LinkedIn or whatever whatever platform um to a complete stranger um it's no different than that and it's just going to lead to low conversions now you might think well you know those low conversions are still something can you be right you know really you should be doing that to some people um you know a two to three percent conversion rate uh with tens of thousands or hundreds of thousands of visitors every month you know that's still a number of conversions but um in the context of paid advertising you're just going to drive your CPAs and your custom acquisition costs through the roof because you're paying for all of this traffic and you're sending them to a place where most of that traffic is exiting it's bouncing um and and so you're only getting really a few conversions and further to that all your competitors everyone else in the market is also advertising to that uh two to three percent of the market right it's not a blue ocean every single other company that is advertising is selling is you know trying to fight for that segment of the markets um attention and really it's inefficient um because you're you're basically pouring water into a bucket with holes right your your website is the bucket um because you're sending them to a place that isn't considering their awareness and it's just speaking to everyone in the same language it's just selling to everyone and so it's just not going to resonate with the wider market now like I said the majority of the market over here on the left um and so there's a whole other 90 plus of the market that you could be tapping into rather than just trying to sell to everyone rather than just trying to sell to that you know two to three percent um and landed Pages can help you with this um they can be used as a destination to send that colder traffic um that instead of pushing straight to the sale like your website does they can complement your awareness your top of funnel campaigns maybe in your middle of funnel campaigns and by building that awareness stirring up the demand you know um agitating the problems they're facing planting that seed so they start you know thinking what is life like on the other side so they start to look for Solutions um and depending on how you want to use them you can also capture some of that demand you know instead of sending all of your traffic to a website where you know 90 well 80 plus of people are going to bounce from you can instead send them to landing pages and capture some of that intent through like lead magnets where you know you give us your contact details and you can opt in or you can do exit intent pop-ups uh the point being you can capture some of that demand uh and nurture them and so when they are in a position to buy you're there you stay top of mind you've added value um in some ways you can do that like I said here content downloads lead magnets again could do a whole other video on this um I think there's some stigma attached to lead magnets but when done right um they can be really really powerful it's not just about creating another ebook or another webinar it's about um you know really speaking to those pain points and desires that your customer Avatar has and positioning it as something really valuable it could just be video a video that you know agitates the problem they're having um you know again plants that seed it doesn't have to be a salesy um uh product demo or it could just be ungated resources you know companies have different approaches I know there are split opinions on gated versus gated um but it could just be you know you're providing resources again talk about that problem start um mentioning the the solution um showing statistics research of the solution um being implemented and so that's awareness something really really powerful um to consider you know you need to understand what is a conversation that your custom avatars have it in their head and your messaging needs to meet that conversation rather than the other way around which a lot of SAS companies get wrong and then secondly attention so websites are the information desk of your company right they have all of this information um and they're simply filled with distractions and this is you know this could be great if you want somebody to learn everything about your company A to Z um you know know what roles you're hiring for what blog posts you write your privacy policy all this kind of stuff but it's not great if you're spending tens of thousands hundreds of thousands a month on paid traffic and you want to optimize those campaigns for specific conversion objectives and at scale you know at that top end tens of thousands hundreds of thousands of pounds per month on Advertising just a small change in your conversion rate can have a massive impact um and so every second of your traffic's attention you know the the attention of those visitors you're sending to your website is precious and it should be channeled towards your primary call to action whatever that is for your campaign right the average person has um a shorter attention span just because of you know the type of content we're consuming nowadays and we're always being bombarded with ads and so every second is precious and so you really want to be channeling that to the to the right places rather than sending them to that website and they're getting distracted with you know irrelevant content and irrelevant call to actions and so instead of exclusively marked into that three to five percent of the market that everyone else is marketing to by using landing pages um in you know Impala with a full funnel Strat G you can cast a wider net so tap into the wider segment of the market and start creating and capturing demand from it so again when they are in a position to buy you've been there you've captured that intent and you're nurturing them and you're adding value and because they're going to buy eventually and so why shouldn't it be um from you now improving conversion rates is is one thing that's one outcome from using landed page but it's also about increasing the efficiency of your marketing spend paid advertising can be really expensive and so again at scale using mechanisms like dedicated landing pages um can really bring those CPAs down and the great thing about this is you're not really changing the inputs right you're still spending x amount of dollars or passes per month on paid advertising but you've greatly impacted the outputs the outcomes and so it's similar inputs but far greater outputs which is kind of the the type of business decisions we want to be making all the time right it's like low effort big impact um and now let's talk about the anatomy of a high converter landing page um and so this is just sort of based on our experience working with um you know several B2B SAS companies uh and you know we live and breathe this this is what we do to build our high convert and landing pages um and so let's break it down so we've got these sort of five key pillars um effective value propositions no-brainer offers um social proof lyrical to actions and persuasive copywriting and so let's drill down into these um and take a deeper look so effective value prop um so what you want to do here is you want to help visitors understand what you do and how it benefits them um people only buy SAS products to solve a problem or to achieve some desired outcome and so you need to be really clear about what that visitor is getting you need to pass the what's in it for me test because that's what people are asking when they come across you especially if they're cold traffic and they've never heard you before and you really only have a few seconds to answer these questions and so you want to ask uh answer um what do you do how do you do it and why should I trust you these are the questions that visitors ask them when they land on your website and so here's an example of this in the wild here's a landing page we actually built for Wizard um and so here we can see in the headline so this is above the fold this is the first thing of visitor sees when they land on this landed page um so we're capturing their attention straight away we're talking about the outcome we've actually highlighted it in a different color so it pops out um so how to scrape 2500 daily lead and save 10 hours per week so we're not just um and we're going to lay a deeper here we're not just saying hey how to scrape more leads or how to do prospecting with quantifying the outcome um and it's a it's a high quantity and so we're capturing their attention we're we're um we're also talking about outcomes they actually care about so they care about you know leads they care about saving time so we're not just chucking any kind of outcome out there I mean this is all on the back of you know deep qualitative research so we're talking about the outcome that they get into we're answering that you know what do you do and we're then asking the how do you do it by um talking about the mechanism so how are we going to teach them to become a LinkedIn wizard well it's through this step-by-step guide um and then again in above the fold we're building that trust um which is answering this question why should I trust you well because we've worked with some of the biggest tech companies in the world and so that adds instant credibility right and so these little um levers are gonna increase your opt-in rate on this uh landing page so value prop really really important could do a whole other video about this as well as on how to develop um a good and effective value proposition so let's move on to the next um so no-brainer offer so really an offer is something you give the market in return for their attention or money so it doesn't necessarily have to be you know buying your product it's really just something you give in a mutual exchange now what makes an offer a no-brainer is when the perceived value of that offer greatly outweighs any Associated costs so also known as a bargain right it's as close as to a win-win situation as you can make it um and so it'd be silly to refuse it and again how do we make these so the high perceived value so you're stacking the value it's not just hey download this or hey book a demo or hey buy a product it's positioning it as irresistible um we're reducing risk where necessary and or where possible and I'll talk through that an example in a second and it delivers a specific outcome people know exactly what they're getting and the exact the price they have to pay again doesn't necessarily have to be money could be just time and so here's a really good example by a SAS company called vendor um and I've highlighted a few areas um but there it's a really good example of risk reversal in the wild um and you don't see many companies bold enough to to do this and so they're offering a money-back guarantee with their pricing um and as it says here all will cut you a check no really um and I've highlighted it under here as well and so we can see there are three different plans 36k 78k and 128k and as you can see the savings guarantees underneath and so if we look straight to the enterprise Enterprise plan 120k that's 360k plus savings guarantee so that they're quite literally guaranteeing 3x Roi um which is crazy right um if it doesn't reduce uh the anxiety of your purchase it's certainly gonna build curiosity and get you to to learn more right to book that demo just to figure out if it's true or not um and so this is working really well with these guys these guys have grown massively over the last few years um so a great example of how to build a no-brainer offer and so you just need to be thinking how can we increase that perceived value of what we're offering what can we add in um and really you should be going to the point where it almost feels uncomfortable where you feel like you shouldn't be giving this away for free that's exactly where you want to be because nobody else is going to be willing um to do that and just on the risk reversal some people are sometimes hesitant to you know offer a money back guarantee or whatever and it doesn't necessarily have to be money back guarantee but the best way to think about this is you know if you had an unhappy customer and they're like no guys I really hate your products or I really haven't seen value in it um you know I'd like to have my money back you'd probably oblige that you'd probably say yes and so it's no different so you shouldn't be scared to to do it because again your competitors probably won't do it and so it's a great opportunity for you to stand out uh and then social proof so really really powerful psychological trigger you should be using this everywhere and probably do a separate video on that um and so this is how you build trust with your visitor right really really important people are likely to buy from you when they know you they like you and they trust you and so trust is really important especially when it comes to business where you know products can be really expensive and so how you do this is sharing reviews testimonials case studies and sometimes it can just be short and snappy case studies are great if your product is like higher ticket it's more expensive you know Enterprise uh perhaps Technical and so you really want to dig into the detail of the uh the benefits that were delivered here's an example from cognizant um showing some social proof on a dedicated book a demo page um and this there's there's nowhere more important than showing social proof than this page right just as they're about to book a sales call you really want to get them um over the edge so they're showing and some key two reviews here which is a tech review platform this is really powerful because generally speaking um the reviews on this platform are unbiased because it's a third party and so really you've had no influence on these reviews and so it just holds a bit more weight and then we can see you know trusted by 1800 Revenue teams so wow okay this this product's pretty good A lot of companies are using it and you know if you're in the SAS space you'll definitely recognize some of these logos as well um so holds a lot of weight especially when it's so close to this conversion event um you really want to be pulling out the stops uh and then clear call to action um so you know of course every uh marketing campaign you have should really have you know a conversion objective in mind you know what is the goal what is the objective what are you trying to get people to do and that needs to be clear uh Clarity again really important uh trigger to use in in your funnel so you want to clearly guide visitors to your desired Action Now how can you do that visual hierarchy so keeping all the important stuff um to the top of your landing page the the lower it is on on the landing page um the less likelihood of somebody seeing it and a great way to monitor that is through heat Maps um and so your call to action button should stand out should be really obvious on what the action or what action the visitor has to take and you want to be showing this call to action above the fold so going back to here if you're not familiar what the above the fold is actually we've got an example here is that you know it's the first sort of screen that they see when they land on that landing page so you want to have the call to action um there and as we can see in this example by wizard again it's very clear what the call to action is here right where um we want people to get access to to whatever we're offering them here and so all the call to actions are consistent they stand out um and there's no sort of confusion or friction to those call to actions moving on then um so persuasive copywriting uh very very powerful and a massively overlooked part of marketing you know in a in a digital world copywriting is really your sales team in written format right it's how you persuade it's how you Captivate an audience and so um should definitely be putting the effort in there and so what we want to be doing here is tapping into our customer avatars desires and pain points but to tap into those pain points and desires we first have to identify what they are right and so you do this through qualitative research we do a lot of this with our clients that we work with you know ultimately purchase decisions are made by humans and so you want to speak to those humans why did they buy what desires they have what motivations are they having you'll be really surprised um the type of insights you can gain from that and if you want a sort of template of some questions to ask just shoot me a message and I'll be happy to send that across uh pis framework so we don't want to just be pitching people talking about how great we are we we always want to be sort of agitating the pain they're experience which is to pee and then a is the agitating part and so we want to you know here's the problem we then want to agitate it you know here's what will happen if you don't solve that problem you know what are the sort of negative outcomes that will lead to and you don't want to be all doom and gloom uh obviously there are techniques to that and then you want to introduce a solution um so here's the problem here's what will happen if you don't solve that problem oh by the way you don't have to have that problem anymore here's how it can be solved lots of Frameworks you can use pis is just sort of a very basic one and most importantly in copywriting is you want to speak in your custom avatars language you want to use words that they would use you'd only use buzzwords and Tech jargon unless you know that's what they use you really just want to speak in you know Plain Jane English not try to sound smart um you want to speak in a language that resonates to them and makes them feel understood and some examples of that so here's an example on a SAS company's website uh where we're tapping into those pain points and desires and so these are um these have these will all identified through qualitative research through actually speak into the custom avatar doing market research so let's go through a couple examples like how to build a complete picture of decision makers in minutes so um users here were using other B2B data platforms and they were just struggling to get you know other data points on those prospects how to improve email deliverability so this is a very specific pain Point um with bad data if you've used you know lists if you've used data platforms you're probably familiar with you know bad data where you put in an email you send you send it and it comes back as a bounce um it's a really big pain point that you wouldn't really understand unless you you know were doing that yourself or you did that qualitative research and then a few other bits outcomes um that they cared about so that's the the anatomy of a high converting Lander page again if you want to see this I'm happy to send it over but landed pages in general really really powerful mechanism to use when paid advertising especially at that scale you know instead of trying to sell to that Minority of the market then they enable you to sort of generate demand from The Wider market and also capture some of it because ultimately these people are going to go through that buyer's journey and purchase um it's just about what vendor has added value stay top of mind and build Authority with them so I hope you found that valuable if you did please leave a like And subscribe these videos take me several hours to prepare and if you have any suggestions for future videos please put a comment below I'd love to hear it alright see you on the next one