How to Increase Conversion Rates on B2B Software’s Landing Page

landerWe already know that B2B buyers are proactively looking for your software online long before you make the first contact with them. According to the Changing Face of B2B Marketing study (Google, Millward Brown, 2014), on average buyers are conducting 12 searches  before visiting a specific product site.

Therefore, it’s important to remember that when buyers land on your page, they already have a fairly good idea about you and your product. In fact, one of their initial leads is most likely one of the most popular B2B & SaaS review sites, where your software has already been assessed and commented on by users.

So when they land on your page, your main goal is not to introduce yourself, but to reinforce buyers’ initial perception about you.

Here are 6 techniques on how to increase conversion rates on your landing page by strongly following the buyers’ initial research about your product.

1. Put your value proposition in the headline

Did you know that 8 out of 10 people will read your headline, but only 2 will read the body (according to CopyBlogger)? That means it’s the most important element on your landing page and it’s where you should highlight your most important message: the software’s value proposition. What makes your product unique? Why should buyers choose it over the competition?

Michael Skok wrote in Forbes a standard formula for writing value proposition, which we’re reframing into questions here:

  • Who are the target customers?
  • Why are they unhappy about the current competing product?
  • What is your product about?
  • What is your product’s key problem-solving capability?
  • How is it different from the main competitors?

Once you have a clear value proposition, don’t just write it in a long bland sentence; rather, put it down into a headline using intrigue, interest, or curiosity to arouse readers’ interest. Copywriting guru Clayton Makepeace gave us these three tips for writing magnetic headlines:

  • Make it clear about the benefit the reader will get
  • Make it intriguing and believable
  • Make it trigger a strong, actionable emotion to the reader

Here’s a good example of how SEOMoz transformed an ordinary value proposition into a powerful headline using its big-branded clients as a “winnability” factor:

Ordinary headline

Ordinary headline

Magnetic headline

Magnetic headline

2. Provide a clear description of the offer in the body

The body should expound, not just repeat, your value proposition. What are the specific benefits that buyers will get? What are the next steps to take? What are the terms?

Providing the answers in the body can be tricky. You don’t want to clutter the landing page and confuse readers. Instead of writing in full paragraphs, use visual triggers, such as subheads, bullets, violators, and blurbs, to break the details into bite-size information.

Likewise, don’t just inform readers, give them compelling reasons to take action. Use time-tested selling techniques, including scarcity (“limited offer”), exclusivity (“special report”), and superdeals (“0% interest”), to prod them into thinking that they should act now or lose an opportunity.

Use bullet points to break down details into digestible information

Use bullet points to break down details into digestible information

3. Ask only for the most basic information

Make it easy for buyers to sign up for something. The rule of thumb is, only ask for the most basic information that you need in exchange for your offer. Sure, it’s nice to have the mobile numbers of buyers, but requiring this data on your landing page, which is really at the early stage of the sales funnel, can scare people who want to sign up.

Instead, keep the required data to a minimum, usually just name and email address, to help you get in touch with them with the details of your offer. Conversely, any additional data request is an additional reason for buyers to leave.

There are cases, however, when your offer’s value can justify more sensitive customer data. For example, a free app is attractive enough that many buyers won’t mind submitting more personal data, such as, well, their mobile number.

4. Link to your privacy, return, cancellation policy

Being transparent during the getting-to-know stage with buyers cultivates goodwill. Buyers are wary of internet scams and questionable vendors, especially when credit card information is involved. That’s why presenting them the offer in clear terms can ease their anxiety.

Common buyer concerns about SaaS include:

  • Can I cancel my subscription at any time?
  • Can I have a free trial period?
  • Are my personal and business data secure?

We don’t advise that you clutter the landing page with FAQs or Terms & Condition sections. Just displaying a link to your policies that cover privacy, return, and cancellation builds trust. Buyers will see that you’re sincere about their concerns. Equally important, don’t just place the link at an obscure spot on the landing page; put it near a CTA or sign-up form to highlight transparency. This makes it clear that you’re not hiding anything.

5. Display a trust seal

Trust seals are a quick way to build credibility when you’re a new player in the market. It takes time to build a solid reputation to a level that previous customers are vouching for you; in the meantime, you can borrow credibility from third-party sites that offer trust marks.

A trust mark signals to buyers that your software and business have been verified. It can come in three forms:

  • a security seal like Norton
  • a doing-good-business seal like BBB
  • an industry-specific quality seal.

For instance, here at FinancesOnline, the Verified Quality Seal focuses on the software functional quality and vendor reliability as benchmarks.

An example of Verified Quality Seal used on a vendor's pricing page.

An example of Verified Quality Seal used on a vendor’s pricing page.

Ideally, you should display all three types on the landing page to cover all bases: security, business, and your specialization. Place them near the sign-up form or CTA button, the sections that buyers can feel most anxious about. Seeing trust marks near these places subconsciously eases some of their anxiety and increase the chances of an action being taken.

Here’s a little secret: you can leverage the pull of these legitimate trust seals by adding a time-tested generic seal that you can create on your own, for instance, a “100% Money-Back Guarantee” or “Satisfaction Guaranteed” seals. Place such a seal beside the authoritative trust marks and you now have a clear visual of one of your benefits. Without the trust marks, however, a generic seal can appear manipulative.

6. Show social proof

One of the early things that buyers look for during product discovery journey is your social proof. What others say about you is more credible than what you promise to buyers.

Most likely, buyers will come across user comments on major B2B & SaaS review sites or your social media pages. That’s why it’s important that you monitor your brand’s social signals, because other buyers are certainly reading them.

When someone says a positive thing about your software, grab that golden nugget and highlight it on your landing page. Remind buyers that other people are already using your software and are happy about it. However, due to the landing page’s limited space, choose only the best testimonies (no more than three) that reinforce your value proposition and quote their juiciest parts on the landing page.

Likewise, if you have a solid social media base show your Twitter and Facebook shares and likes on the landing page. Numbers speak volumes about your trustworthiness; seeing that many people follow you signals to buyers that you must be credible.


During the product discovery journey, it takes time for buyers to land on your page (12 stages according to a Google study). When they finally land on your site, they’re already partly sold about your product. Use the click-baiting landing page techniques above to maximize this golden opportunity.

Allan Jay

By Allan Jay

Allan Jay is FinancesOnline’s resident B2B expert with over a decade of experience in the SaaS space. He has worked with vendors primarily as a consultant in the UX analysis and design stages, lending to his reviews a strong user-centric angle. A management professional by training, he adds the business perspective to software development. He likes validating a product against workflows and business goals, two metrics, he believes, by which software is ultimately measured.

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