And 5 common mistakes that drive users away
In the competitive world of SaaS, your landing page is often the first step toward winning over new users. But if that landing page isn’t hitting the mark, it might actually be pushing them away before they even experience your product’s value.
But in order to optimize SaaS product landing pages, you need to know what to look for.
Here are five mistakes SaaS landing pages make that could be costing you potential customers, and what to do instead to keep them engaged and ready to sign up.
Too much, too soon: Overloading with information
Landing pages need to be clear and focused. When SaaS landing pages overload users with technical details, jargon, or too many calls to action (CTAs), it can lead to cognitive overload and quick exits.
With SaaS products especially, it’s tempting to describe every feature and benefit in detail. However, this can backfire when visitors feel overwhelmed by the volume of content, diluting the value of your product and losing their interest.
What to do instead
Keep it simple and direct. Start by leading with one strong headline that conveys your product’s core value in a way that resonates with your target users. Focus on benefits rather than features, and let users discover additional details once they’re ready.
Aim for a clean, visually engaging layout with a single, standout CTA—whether it’s to start a trial, view a demo, or create an account.
Consider the “less is more” approach as you optimize SaaS product landing pages. Test if visitors respond better to limited but compelling information. Include key insights or benefits, and guide users through the journey.
A clear hierarchy in visual elements (such as icons or concise descriptions) will help make the page skimmable, ensuring they stay engaged.
Example
Instead of listing every feature, structure the page around user problems and how your product solves them.
For example, companies like Slack and Asana keep their landing pages light and focused, letting the product’s value take center stage. By addressing user pain points directly, they hook users with relevant messaging and maintain their attention.
Forgetting about mobile optimization
In today’s digital-first world, many users discover SaaS products on mobile devices. However, some landing pages don’t perform well on mobile, leading to frustrating navigation, unresponsive design, and ultimately, lost conversions. With mobile usage growing, neglecting mobile optimization can harm your chances of engaging potential users.
What to do instead
Make mobile optimization a priority. Go beyond simply resizing for mobile; think about how users navigate and interact with content on smaller screens. For instance, place key information and CTAs where they’re easily accessible without excessive scrolling. Test for loading times and ensure images and buttons are mobile-friendly. It’s also crucial to have a mobile-friendly loading speed since every second of delay reduces conversion rates.
A common pitfall is using too many visuals that slow down page load times. Strive for a balance between eye-catching elements and streamlined performance. Consider creating mobile-specific animations or images that are lighter than desktop versions to ensure quicker loading on smartphones.
Example
Dropbox’s landing pages are known for being highly responsive and optimized across devices. They keep essential information above the fold on mobile, with CTAs that are easy to locate and tap.
This approach not only improves the mobile experience but also boosts conversions by making it simpler for users to take immediate action.
Neglecting social proof or testimonials
When users don’t see proof that others are successfully using your product, they may hesitate to sign up. Trust is key, and without visible evidence that your solution works, visitors might go elsewhere. Social proof is an essential part of the conversion process, particularly in SaaS, where product choice often hinges on word-of-mouth, industry endorsements, and customer success stories.
What to do instead
Integrate social proof thoughtfully throughout your landing page. Display customer logos, quotes, or statistics about how others benefit from your product. Case studies or short testimonials from customers in similar industries can be impactful.
Adding metrics—such as “Our tool reduced churn by 20% for [Company Name]” or “Over 10,000 customers trust us to improve productivity”—strengthens credibility.
Here’s another thing to consider: personalize testimonials by adding a customer’s industry or specific problem solved because it can resonate more with visitors. Instead of generic feedback, highlight diverse use cases showing how the product adapts across sectors. You could also include user-generated content (such as video testimonials) to make testimonials feel more authentic and engaging.
Example
Look at how HubSpot uses customer success stories and logos of notable clients to convey credibility. The testimonials align with specific use cases, reinforcing the product’s reliability and industry acceptance. They keep these testimonials brief and focused, illustrating the ROI others have achieved.
A complex sign-up process that increases friction
The sign-up process is often where interest either converts into commitment or fizzles out. Long forms, too many required fields, or multiple steps can create unnecessary friction. Each additional field or extra click creates potential points of drop-off, which can especially hurt SaaS products where onboarding experiences are crucial for retaining interest.
What to do instead
Minimize friction by keeping the sign-up process as short and simple as possible. Limit required fields to essential information only, such as an email address or name. For even less commitment, consider offering a “Continue with Google” or “Start without an account” option, which lowers the entry barrier and speeds up the process.
Consider using progressive disclosure for sign-ups: start with minimal information upfront and then request additional details as users proceed. With SaaS trials, allowing users to explore a demo without inputting payment details can be highly effective in improving the conversion rate from trial to full account.
Example
Notion’s sign-up process is smooth and requires minimal input, making it easy for users to get started right away. By lowering the friction in their onboarding, they’ve successfully encouraged more trial sign-ups.
Product-led growth strategies like this create a seamless experience, nudging users toward activation without overwhelming them.
Lacking a clear value proposition in the hero section
Your value proposition should answer the question: “Why should I care?” If the first thing users see doesn’t clearly communicate what your product is, who it’s for, or why it matters, they’ll be less likely to stick around.
SaaS products often fail to connect immediately with users because their landing pages lack a compelling hero section that speaks to user pain points and differentiates the product.
What to do instead
Craft a short, powerful statement that highlights what your product does best. Place it prominently in the hero section and ensure it aligns with your ideal customer’s needs. Pair it with a visual that complements the message and reinforces your product’s value, like a short demo video or an illustration of key features.
You might also consider adding a subheading with more detail on the product’s unique selling points to address user pain points clearly as you optimize SaaS product landing pages. Keep this section concise but persuasive, as users will judge whether to stay or leave based on the initial clarity and relevance.
Example
Take a look at Airtable’s landing page below. Right at the top, they communicate a clear value proposition that tells you not only what they do but also why it might be relevant to you — collaborative and customizable workflows with the flexibility to meet unique business needs. This focused approach hooks the user’s interest and clearly establishes the product’s unique advantage.
Wrapping up: Take small steps toward big results
Your landing page is a vital first touchpoint for SaaS customers. By avoiding these five common pitfalls and focusing on creating a user-friendly, mobile-optimized, and trust-building experience, you can optimize SaaS product landing pages so that they increase the chances of converting curious visitors into loyal customers.
Remember, each improvement you make can bring you one step closer to creating a landing page that not only attracts but also retains and converts users.
Experiment and test frequently, and consider gathering feedback from users to refine the experience further. A/B test each of these elements to see what resonates best with your specific audience.
Remember that the SaaS space is highly competitive, so even small tweaks to your SaaS product landing page can yield big results in the long run.
