The other aspect of great design besides consistency is subtlety and not over designing. Headlines all look the same, actions use the same colors, structurally the site has consistency so they do not have to re-learn the paradigms of how information is presented. It is shown that sites with less aesthetic pleasing sites and inconsistent design paradigms have higher bounce rates.Ī great design uses consistency as a way to build familiarity for the visitor as they browse. The overall look of the website impacts the confidence building and validation. Great Web User Experience & Interface Designīeauty can be strategic. A smart strategy is to think of buyers in research, validation, conversion or closing stages and what content and actions are needed to support visitors in all of those stages. Yes, we want a lot of CTAs for our registration, trials or demos but sometimes visitors early in their buying cycle are not ready for that yet. The other key factor is having multiple ways for people to convert. The challenge is that not providing any insight at all into the investment and cost of your product can turn off many buyers from even considering or converting. Buyers want to understand the investment early in their journey, but depending on your pricing model you may have different requirements for what and how early your present pricing. Your strategy for presenting pricing is very important for B2B SaaS websites. Just placing content on a page isn't strategic whereas thinking about how you present your arguments in favor of your product in the right order will significantly impact the results you get from your site. Each page should build the story of the product, feature or usage. Having pages for how your solution works for different roles or size companies, features that the audience most cares to understand and easy tools to evaluate the value are imperative to conversion.Ĭombined with hierarchy is the content layout and how you tell stories. This is both about helping visitors find the information they are looking for fast but also about providing your story of value and validation in a way to convince them to take action - a trial or demo. With hierarchy is also choosing the right pages to tell the story that you want visitors to see. With the right logical heirarchy, choosing the right words and designing your navigation you can provide insight into what your product does before anyone even hits a second page. Your navigation should be able to communicate what you do as much as your content does. Just like an ecommerce visitor browses through product photos to get a sense of what they are buying, B2B SaaS buyers need to see visuals that they feel comfortable just to convert on a free trial.īuilding confidence is a key step in driving conversions and most visitors will not gain confidence if they see no product visuals or see really badly designed product screenshots. This is where SaaS companies that have not invested in a fantastic UX/UI for their software end up hurting themselves in customer acquisition too. Never ever underestimate the importance of product visuals. Your website design should follow all the best practices to engage, impress, convince, and convert visitors.īefore we look at some great SaaS Website examples, let's look at some of the tactics and approaches that drive SEO, Validation and Conversion. The website also needs to be able to convert those visitors into leads. A great design, quality product visuals, quotes, logos, and case studies are just the start to winning the validation game.Ī clean layout should not be all that your site offers visitors. Often we want trials and demos, but also should offer other conversions for visitors earlier in the buying cycle ( tools, insights, webinars ).Ĭheck out our SaaS Website Conversion Show.Ĭonfidence is a huge part of conversion and a well designed SaaS website will build confidence in the visitor every step of the way. Most importantly, a well designed SaaS website will be designed to entice conversions. How a well designed SaaS Website impacts growth.Īlthough you may already know the impact of your website to your growth, let's establish a baseline of the importance of a great SaaS website design.Ī smart SaaS website should be optimized for SEO - onsite optimization, expansive content, targeted landing pages, sharing integrations and more to build focused content and inbound links. Plus the quality of a SaaS website often influences a visitors assumption of the quality of that software product. A SaaS website that fails to produce results will often mean a SaaS business that does not scale.Ī SaaS website design must convert visitors into trials and demos. SaaS companies rely on their websites to drive traffic and conversions to scale.
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