Pay-Per-Click (PPC) can be a great strategy to increase your company’s sales and size. However, it can only succeed if the best approach or safeguards are in place, which is designing the best landing page on PPC for SaaS.
There are two types of SaaS marketers: those who worry too much about the cost and effectiveness of PPC advertising. Second, the ones already using PPC but wish to optimise their campaigns to improve conversion rates and reduce bounce rates. Some may hesitate to rely solely on PPC due to the high cost-per-click without seeing the desired results. Others may use PPC but have yet to find the right strategies to maximise its effectiveness.
This blog explains the mistakes to avoid while creating PPC landing pages. It will help you understand how to save the eroding traffic and build scalable and robust SaaS landing pages that translate into more dollars.
Let’s dive in.
The quality score feature on Googleis a diagnostic tool designed to help you gauge how well your ads stack up against other advertisers. The rating ranges from 1 to 10. A higher Quality Score indicates that, compared to other marketers, your campaign and landing pages are more pertinent and helpful for prospects searching your keyword.
Therefore, it becomes essential that businesses focus on landing pages after choosing the appropriate keywords for their PPC for SaaS. Pooling in visitors to your page is just one aspect of PPC advertising. Providing visitors with top-notch SaaS landing page experiences is crucial.
The purpose of a landing page for a PPC campaign is to guide visitors towards a specific goal without overwhelming them with too many options or details. It is essential to keep the focus narrow and avoid confusing the visitor, as it can lead to a high bounce rate. A landing page that closely matches the visitors’ search queries is more likely to convert them effectively.
Suggested Read: How to Improve Your Landing Page Quality Score
Unfortunately, so many SaaS businesses overburden themselves with landing page design. They overthink this step and land into unnecessary chaos by gathering multiple social proofs or testing numerous headlines. These things are significant, but what matters more is the behaviour of potential clients as soon as they arrive on your page.
Moreover, the most effective landing pagesare built by properly examining visitor behaviour and the time they take to convert into customers. Before diving into other elements of PPC SaaS landing pages, you need to figure out what the target audience wants. Do thorough research about your SaaS’s buyer personas and their characteristics to pivot your landing page towards a better user experience.
You can break landing page visitors into three types:
For example, a marketer in the “daily user” category may not appreciate being directed to a landing page for a SaaS product that emphasises signing up for a free demo or trial. Instead, the marketer may be more interested in learning about the product’s features and integrations, as well as its pricing, in determining whether it is a suitable solution for their needs and to present to their superiors. By addressing the marketer’s specific pain points and information needs, the landing page becomes more effective in converting them.
For instance, Apexure recently worked with a SaaS company called Truebill, which Rocket Companies recently acquired. We helped them build SaaS landing pages for different buyer personas by altering the headings and images.
Here’s how they look.
In the first one, the landing page targets users searching for tools to manage their financial goals. The heading, hero image, and subheading target the user’s objectives.
The second landing page focuses on customers who wish to manage their subscriptions: the heading and the hero image describe the same.
Thus, from the example, you can see that PPC for SaaS companies becomes half easier than what is initially believed. Marketers can generate successful PPC advertising with a solid landing page and deep knowledge of buyer personas. You may improve PPC ads with high-converting SaaS landing pages by carefully analysing your target base and their use cases.
Now that we are over the nuances of the ‘what’ and ‘why’ of landing pages in PPC for SaaS, it’s time to talk about best practices.
Here are a few tips for designing the right landing page for your SaaS PPC.
Make sure your writing style and language penetrate the buyers’ emotions and motivate them to take action. Highlight how simple it is to use your SaaS. It can be accomplished by showcasing examples of the tasks and activities the product can perform, particularly for new users. By focusing on the benefits and capabilities that are most relevant to the target audience’s needs, you can effectively demonstrate the value of your product and encourage conversions.
However, it is indeed hard to guide prospects through the purchasing process. So, you must effectively convey the benefits of your SaaS solution and create a significant impact. It involves myriad avenues, including the layout of your landing page and messaging through compelling copies.
Membermeister is a good example of great copywriting on landing pages. It starts with indicating what it does, why people should choose it, client testimonials, features for all pain points, and everything in the correct chronology and place.
Suggested Read: How to Write Landing Page Copy That Gets You More Leads
Use infographics or diagrams to make complex processes and methods appear easy and graspable. Remember that only some people visiting your landing page would understand all those jargon and buzzwords.
For example, Purply, on their landing page, uses a detailed infographic of their 3-step procedure, making it easier to understand.
Creating a compelling and engaging SaaS landing page for PPC is crucial. There are numerous ways to do it. For starters, you can use comparison tables, FAQs, or sticky navigation.
For comparisons, you can examine competitors and prepare a comparison chart of their features vs yours. Gaggle Mail, for instance, compares its product with that of Listserv, along with social proof and testimonials. Killing two birds with one stone!
Coming to FAQs, brands can clarify specific visitor questions by using FAQs on their landing page. You can find out which solutions are most frequently examined by using heat and click maps. On your landing page, address these frequent queries first.
Officesolver, a SaaS for office management, has a sorted FAQ covering almost all aspects of their solution.
Third is sticky navigation. Annotations and labels can contextualise the advantages or direct the user to important information. Membermeister has listed essential sections at the top of their landing page that remain there regardless of wherever the user navigates.
You can enhance a PPC SaaS landing page’s message match with personalisation via dynamic text replacement. It helps boost performance while cutting costs. The significant part is that you can use it on both your landing page and ad content.
For ad copies: With the help of Google Ads’ IF Functions, you can “dynamically” (or automatically) change the ad text in response to a user’s search query. You can construct several ad versions for a single keyphrase and then use IF Functions to alter text values if certain conditions are met dynamically.
For landing page: The DTR feature on Unbounce’s landing pages functions almost identically to Google Ad’s IF Functions. The text that “matches” or “switches” the original search query can be specified. This functionality can change the headline, subhead, CTAs, graphics, etc., accordingly.
Suggested Read: How to Create Dynamic Landing Pages To Increase Conversion Rates
70% of people will believe a review from a stranger, according to a Nielsen study. Founders and CEOs are more well-known than the typical consumer, and their endorsements on landing pages carry more weight than anything else when speaking of PPC for SaaS. Social proofs like ratings, trust badges, and videos enhance visitors’ conversion confidence.
However, remember that social proof functions best when positioned adequately on PPC landing pages. Distribute your social proof strategically throughout the landing page rather than just at the top or bottom.
For instance, add trust badges immediately behind the CTA in the top fold. Leverage testimonials adjacent to the qualities they laud in the middle fold. A video testimonial at the bottom may help to close the transaction.
Suggested Read: Ways To Increase Landing Page Social Proof For More Conversions
You must consider your audience’s behaviour for a PPC landing page that sells. As consumer demands change continuously, it becomes crucial to optimise landing pages. Brands need to use testing to increase the effectiveness of landing pages in PPC for SaaS. There are two steps involved:
Analyzing Data: Data from Heat Mapping can help you generate a steadfast strategy for comprehending user behaviour. The data assists in identifying areas of the SaaS landing page design and copy that may need improvement. Heatmaps like clicks, scroll, or movement maps can be significant sources for determining how users navigate through a page.
A/B tests for all phases of PPC Campaigns: A/B testing is a technique used to compare the performance of two landing pages by showing different versions of the page to various users and measuring the results. By analysing the data from these tests, you can identify which elements of the landing page are most effective in converting visitors and use this information to optimise the page for better performance. It can help you determine how to leverage different landing page elements to achieve your goals.
Speaking of which, there are two steps involved in the A/B test. The first is to create two distinct versions of the PPC landing page. However, analysing many different components can be challenging to decide which components to alter and test first. Here, the information gathered from Google Analytics and Heat Mapping assists you in selecting the elements you should test first.
Suggested Read: Landing Page A/B Testing Framework to Maximize Conversions
54.8% of total web traffic comes through mobile devices. You cannot design a landing page for a desktop and expect it to fit, scale and perform the same on mobile devices. Desktop pages are heavier, slower to load, and do not offer a speedy and friendly mobile interface.
Therefore, your landing pages on PPC for SaaS companies should be:
Mobile-device responsive: PPC landing pages should fit the size of mobile screens. It will guarantee that the page displays and operates correctly on all devices. Brands must understand that as loading times go from one to three seconds, bounce rates can spike to 32%.
User-friendly design: Since mobile phones have smaller screens, keeping your landing page design clean and clutter-free is crucial. Use crisp, unambiguous headlines and bullet points instead of enormous visuals or lengthy blocks of text to make your argument.
Prioritise Mobile SEO: Mobile traffic works differently for PPC landing pages. Make sure to use content that’s eye-pleasing and relevant for mobile users. For instance, any landing page or site detected using interstitials can be penalised, leading to lost conversion opportunities.
Optimising forms: Making forms as basic and user-friendly as possible is vital because they might be challenging to complete on mobile devices. It can involve switching text fields for drop-down menus or enabling autofill to speed up user input.
Finally, PPC for SaaS companies can be an extremely successful marketing plan for expanding a business. To convert visitors, it is still critical to have a landing page that is well-designed and focused.
However, the key to successful landing pages on PPC for SaaS lies in understanding the behaviour and wants of different customer personas. In addition, you should concentrate on making a page that precisely answers their problems and objectives. Your PPC landing pages must result in a quantifiable rise in revenue by avoiding common pitfalls and including components like clear value propositions, social proofs, and a powerful CTA.
Does this interest you? Want to design an effective landing page for PPC for SaaS? Apexure is here to assist you. Contact us for a consultation.
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