SaaS website conversion rate optimization best practices - 10 common conversion killers to avoid
In the highly competitive SaaS (Software as a Service) industry, your website isn't just a digital storefront—it's a critical tool for engaging potential customers and driving conversions. With businesses around the globe investing heavily in SaaS solutions, optimizing your website to maximize conversions has never been more crucial.
But what does it mean to 'optimize for conversions'? Simply put, conversion optimization is the process of improving your website to increase the percentage of visitors who complete a desired action—be it signing up for a free trial, booking a demo, or making a purchase.
However, despite the best of intentions, many SaaS businesses unknowingly incorporate elements into their websites that kill conversions. From vague headlines that confuse visitors to poorly executed social proofs and homepages that fail to retain visitors, these common pitfalls can significantly hamper your conversion rates.
In this blog post, we'll delve into these common 'conversion killers,' providing you with actionable insights and practical tips to identify and rectify these issues. By the end, you'll have a clear roadmap to transform your SaaS website into a powerful engine for customer acquisition and growth.
Remember, it's not just about driving traffic to your website—it's about turning that traffic into paying customers.
Common Conversion Rate Optimization Mistakes to Avoid
1. The Problem with Vague H1s
Despite its importance, many SaaS companies fall into the trap of crafting vague H1s. A vague H1 is like an unclear signpost—it doesn't tell your visitors what your product is about or how it can benefit them. It can confuse visitors, leading to a high bounce rate as they leave to find a site that better meets their needs.
For instance, an H1 like "Revolutionizing Business" may sound catchy, but it's unclear what the product is or how it's revolutionizing business. Is it an accounting software? A project management tool? A communication platform? A visitor shouldn't have to guess.
Crafting effective H1s is about being clear, concise, and informative. Here are a few tips:
Include keywords: Incorporate relevant keywords that your target audience might use to search for your product. This not only aids SEO but also helps visitors immediately understand what you offer.
Reflect the page's content: Make sure your H1 accurately represents the content of your page. Misleading visitors with clickbait headlines can harm your reputation and bounce rate.
Make a value proposition: Your H1 should communicate the unique value your product offers. What sets it apart from the competition? How does it solve a problem for the user?
Instead of "Revolutionizing Business," a more effective H1 might be "Streamline Your Project Management with Our AI-powered Software." This H1 clearly conveys what the product is (AI-powered project management software), what it does (streamlines project management), and implies a unique selling point (the use of AI).
Front does a great job at this!
By investing time in crafting clear and compelling H1s, you can effectively guide your visitors deeper into your site and significantly boost your conversion rates. Remember, your H1 is the first step of your user's journey on your site—make sure it's a step in the right direction.
2. Not So Useful Social Proofs
Social proof can take many forms, such as customer testimonials, user reviews, case studies, and user numbers, among others. When used effectively, social proof can build trust and credibility, reducing the perceived risk of trying your product and ultimately boosting conversions.
However, not all social proofs are created equal. A common mistake is presenting social proof without providing enough context or evidence to support the claims. For example, a testimonial that says, "This software is great!" doesn't offer much value to prospective customers. It's too vague—what makes it great? How did it benefit the user? Without this context, such a testimonial is unlikely to sway potential customers.
Similarly, stating that you have "thousands of happy customers" without any data or user stories to back it up might come off as untrustworthy. It's easy to make broad claims, but without tangible evidence, they're unlikely to convince savvy customers.
To avoid these pitfalls, it's crucial to leverage data-driven social proofs. Here are a few tips:
Use quantifiable results: Whenever possible, include specific, quantifiable results in your social proofs. For example, a case study that details how your software helped a company reduce their project completion time by 20% is much more powerful than a generic statement about improved efficiency. Another example, Instead of me showcasing a testimonial that says "Vijay helped us increase conversion on our website. Definitely recommend him.", I should work towards getting testimonials that say something like "Vijay helped us increase conversion by 20% in just a month. His framework for converting website visitors is so effective."
Feature real customers: Authenticity is key in social proof. Featuring real customers with their names and faces, if they're comfortable with it, can lend credibility to your testimonials and case studies.
Showcase diversity: Show that a wide range of customers—from small startups to large enterprises—benefit from your software. This can help prospects from different segments see that your product could work for them too.
Remember, the goal of social proof is to show prospective customers that people like them have benefited from your product. By leveraging data-driven social proofs, you can more effectively build trust, reduce perceived risk, and drive conversions.
3. Not Enough Elements on the Homepage to Retain the User
Finding the right balance of elements on the homepage can be tricky. A sparse homepage with minimal elements may fail to convey the full value of your product, leaving visitors disinterested. On the other hand, a cluttered homepage with too many elements can overwhelm visitors, causing them to leave before they've had a chance to understand what you offer.
The key to creating an engaging homepage is to strike the right balance—providing just enough elements to keep visitors interested, but not so many that they feel overwhelmed.
Here are a few tips:
Showcase your product in action: Include product gifs or short videos to demonstrate how your product works. This can help visitors understand your product's functionality and see its value.
Provide interactive product tours: Interactive tours can engage visitors and provide a more in-depth understanding of your product. They allow visitors to experience your product firsthand, which can be a powerful motivator for conversion. You can try out tools like Navattic, Storylane and Arcade to achieve this
Include a live chatbot: A live chatbot can answer visitor queries in real-time, improving customer service and increasing the likelihood of conversion.
Feature case study videos or testimonials: Hearing success stories from real customers can be very persuasive. It not only provides social proof but also demonstrates the real-world value of your product.
Remember, the goal of your homepage is to capture interest, convey your product's value, and guide visitors towards conversion. By incorporating engaging and informative elements, you can create a homepage that not only retains visitors but also turns them into customers.
4. Inconsistent and Generic CTAs
Many websites suffer from inconsistent and generic CTAs, which can confuse visitors and reduce conversions. Inconsistency in CTAs can come in many forms—varying language for the same action, differing designs, or misplaced CTAs. This can leave visitors unsure of what action they're expected to take, leading to decision paralysis.
Additionally, generic CTAs like "Sign Up" or "Subscribe" can lack the persuasive power needed to encourage action. They don't communicate the value the user will receive by clicking the button, making them less compelling.
To create effective CTAs, consider the following tips:
Be consistent: Ensure your CTAs for the same action use the same language and design throughout your website. This helps users understand what action they're taking and builds a sense of familiarity and trust. For example, a website might use "Sign Up" on one page, "Register Now" on another, and "Get Started" on a third. While these phrases have similar meanings, the inconsistency can be confusing for users and dilute the brand messaging.
Communicate value: Rather than using generic language, craft your CTAs to express the value or benefit the user will receive. For example, instead of "Subscribe to Newsletter," you could use "Get Weekly Insights." This clearly communicates what action the user is being asked to take and what they will get in return.
Experiment and test: Different audiences respond to different CTAs. Test different versions of your CTAs to see what works best for your audience. Remember, however, to only test one variable at a time to accurately measure its impact.
Keep in mind, though, that some CTAs should remain standard to avoid confusion. For instance, a "Sign In" button should always be labeled as such to prevent confusion.
5. Intrusive Popups
Popups can be a useful tool for capturing visitor attention and encouraging action. However, if not used carefully, they can become intrusive and annoying, pushing visitors to leave your site. Today, users are bombed with a variety of popups—cookie notices, newsletter signup forms, exit intent offers, automatic chatbots, and more. If a visitor is greeted with a barrage of popups upon entering your site, their first instinct may be to leave.
To ensure your popups are not driving visitors away, consider the following tips:
Time them right: Give your visitors some time to explore your site before presenting them with a popup. This allows them to gain some understanding of your product before being asked to take action.
Use them sparingly: Don't bombard your visitors with multiple popups at once. Choose your most important call to action and focus on that.
Make them easy to close: Nothing is more frustrating to a visitor than a popup that's difficult to close. Ensure your popups have a clearly visible and easily clickable close button.
Other Little Things that Irritate a User
While major issues like unclear headlines or intrusive popups can obviously harm your conversion rates, there are also smaller, subtler things that can irritate users and negatively impact their experience on your site. These might not immediately drive users away, but they can build frustration over time, leading to a poorer overall user experience and lower conversion rates.
Examples of such annoyances could include slow page load times (critical), broken links, difficult navigation, or auto-playing videos with sound. Another example is "rage clicks"—when a user repeatedly clicks on an element that they expect to be interactive, but isn't. This can indicate confusion or frustration and should be addressed
Here are some of the most common irritants for users and tips on how to fix them:
Inconsistent Brand Image: Your website is a visual and digital representation of your company. An inconsistent brand image—varying tones, messages, images, or fonts across different pages—can create a poor user experience
Non-Intuitive UI/UX: A cumbersome user interface, no matter how visually appealing, can frustrate users. Avoid distracting elements and focus on showing the most relevant information first. Make your website intuitive to use—visitors should know exactly where to go to find the information they want.
Difficult Contact Options: Make it easy for visitors to contact you. Provide multiple avenues for contact, such as a form, phone number, live chat, FAQ pages, and email subscription forms. When communication is easy on your site, users are more likely to trust your brand.
Wordy Content: Users tend to scan, not read, the content on a page. Long, complex paragraphs can bore or frustrate users, leading them to leave your site. Keep your language simple, your paragraphs short, and get to the point quickly to hold your readers' interest.
Non-Mobile-Friendly Websites: Many users will access your website on their phones. If your site isn't mobile-friendly, you're likely to lose a significant number of potential customers. Ensure your site is responsive, loads quickly, and is easy to view on any device1.
Remember, user irritations might seem small, but they can greatly impact your conversion rates. Regularly evaluate your website for these annoyances and address them promptly to improve your users' experience and boost conversions.
Conversion rate optimization is an ongoing journey, not a destination. The web is ever-evolving, and what works today may not work tomorrow.
When Google opens the SGE for the world, it's going to take a huge toll on the organic traffic of many websites. Companies will have to work with a smaller audience and if they want to get the same results they used to get in the past, then CRO becomes a major factor that drives your revenue more so than today.
I've talked about the 4 ways in which Google's new Search Generative Experience will change the way we do marketing in the future. Do check it out.
Join the Conversation
This is not just a one-way street. We've talked a lot about optimizing SaaS websites for conversions, but now we'd love to hear from you. Have you encountered these common conversion killers on your website? How did you address them? Or maybe you're facing some unique challenges of your own?