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How to effectively use calls-to-action on your SaaS landing page

November 17, 2023 | Jimit Mehta

As a SaaS business, your landing page is the first impression potential customers have of your product. It's crucial to make that impression count, and one of the most effective ways to do that is by using calls-to-action (CTAs). CTAs are those little prompts that encourage visitors to take a specific action, such as signing up for a free trial or scheduling a demo. But with so many options out there, it can be tough to know where to start. That's why in this article, we'll dive into the nitty-gritty of CTAs and show you how to effectively use them on your SaaS landing page to drive conversions and grow your business. So, whether you're just starting out or looking to take your CTAs to the next level, this guide has got you covered.

Understanding the purpose of CTAs

"Understanding the purpose of CTAs" is all about grasping the fundamental role that calls-to-action play on your SaaS landing page. At its core, the purpose of a CTA is to encourage visitors to take a specific action that advances them closer to becoming a customer. This could be anything from signing up for a free trial, downloading a whitepaper, or scheduling a demo.

It's important to understand that CTAs are not just nice-to-haves, but are critical elements of your landing page that can make or break your conversion rates. By having a clear understanding of the purpose of CTAs, you can ensure that every aspect of your landing page design and messaging is aligned to drive visitors towards taking that desired action. In short, having a solid understanding of the purpose of CTAs sets the foundation for creating landing pages that convert.

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Best practices for designing effective CTAs

When it comes to designing effective CTAs, there are a few best practices that you should keep in mind. These tips will help you create CTAs that stand out, grab visitors' attention, and encourage them to take action.

  1. Keep it simple: The language you use in your CTA should be clear, concise, and easy to understand. Avoid using industry jargon or overly complicated language.

  2. Make it actionable: Use action-oriented language that clearly states the next step the visitor should take. For example, "Sign up now" or "Download the guide."

  3. Use contrasting colors: Make sure your CTA stands out visually by using colors that contrast with the rest of your landing page.

  4. Place it in a prominent location: Place your CTA in a location where visitors can easily see it and take action. A good rule of thumb is to have it above the fold and in a location that's easily accessible on both desktop and mobile devices.

  5. Test and iterate: Don't be afraid to test different versions of your CTA to see what works best. Use A/B testing to try different colors, sizes, and messaging to see what resonates with your audience.

By following these best practices, you'll be well on your way to designing CTAs that are effective in driving conversions on your SaaS landing page.

Common types of CTAs for SaaS landing pages

When it comes to calls-to-action (CTAs) on SaaS landing pages, there are several common types that you can use to drive conversions and encourage visitors to take action.

  1. Sign up: This type of CTA encourages visitors to sign up for a free trial, demo, or account. The language used in this type of CTA should be action-oriented and straightforward, such as "Sign up now" or "Start your free trial."

  2. Download: This type of CTA is used to encourage visitors to download a resource, such as a whitepaper or e-book. The language should be specific to the resource being offered, such as "Download the guide" or "Get the whitepaper."

  3. Contact us: This type of CTA is used to encourage visitors to get in touch with the business, either by filling out a contact form or reaching out via email or phone. The language should be warm and inviting, such as "Get in touch" or "Let's chat."

  4. Schedule a demo: This type of CTA is used to encourage visitors to schedule a demo of the product. The language should be specific and action-oriented, such as "Schedule a demo" or "See the product in action."

By understanding these common types of CTAs and using them effectively on your SaaS landing page, you can create a user experience that encourages visitors to take action and advance towards becoming a customer.

Placement and visibility of CTAs

The placement and visibility of your calls-to-action (CTAs) on your SaaS landing page is crucial to their effectiveness. If visitors can't see your CTAs, they can't take action. And if your CTAs are placed in an inconvenient location, visitors may not be motivated to take the time to find them.

Here are some best practices for ensuring that your CTAs are both visible and easily accessible:

  1. Above the fold: Place your CTAs "above the fold," meaning that they should be visible without having to scroll down the page. This increases the chances that visitors will see and interact with your CTAs.

  2. Multiple locations: Consider placing CTAs in multiple locations on your landing page, such as at the top and bottom of the page. This increases the chances that visitors will see your CTAs, no matter where they are on the page.

  3. Stand out visually: Use contrasting colors and clear, action-oriented language to make your CTAs stand out visually. This helps grab visitors' attention and encourage them to take action.

  4. Mobile optimization: Make sure that your CTAs are easily accessible on both desktop and mobile devices. With more and more people accessing the web on their smartphones, it's crucial to ensure that your CTAs are optimized for mobile.

By following these best practices, you can ensure that your CTAs are both visible and easily accessible, increasing the chances that visitors will take action and advance towards becoming a customer.

Writing compelling CTA copy

The language you use in your calls-to-action (CTAs) is crucial to their effectiveness. Writing compelling CTA copy can be the difference between a visitor taking action or bouncing from your SaaS landing page.

Here are some tips for writing effective CTA copy:

  1. Keep it simple: Use clear, concise language that is easy to understand. Avoid using industry jargon or overly complicated language.

  2. Make it actionable: Use action-oriented language that clearly states the next step the visitor should take. For example, "Sign up now" or "Download the guide."

  3. Be specific: Be specific about what the visitor can expect when they take action. For example, instead of "Sign up," use "Sign up for a free trial."

  4. Use urgency: Encourage visitors to take action right away by using language that creates a sense of urgency. For example, "Sign up now and get started today."

  5. Personalize: Personalize your CTAs by using "you" and "your" to make the language more conversational and relatable. For example, "Get your free trial now."

By following these tips, you can write CTA copy that is clear, concise, and effective in driving conversions on your SaaS landing page.

Using color and contrast to make CTAs stand out

The color and contrast of your calls-to-action (CTAs) can have a big impact on their visibility and effectiveness. By using color and contrast effectively, you can make your CTAs stand out and grab visitors' attention, encouraging them to take action.

Here are some tips for using color and contrast effectively in your CTAs:

  1. Use contrasting colors: Choose colors that contrast with the rest of your landing page to make your CTAs stand out. For example, if your landing page is primarily blue and gray, consider using a bright green or orange for your CTAs.

  2. Make sure it's readable: Choose colors that are easy to read and won't blend in with the background. Avoid using light colors on a light background, as they can be difficult to read.

  3. Keep it consistent: Use the same color for all of your CTAs throughout your landing page to create a consistent visual experience.

  4. Test and iterate: Don't be afraid to test different colors and contrasts to see what works best for your specific audience. Use A/B testing to try different combinations and see what resonates.

By following these tips, you can effectively use color and contrast to make your CTAs stand out, grab visitors' attention, and drive conversions on your SaaS landing page.

A/B testing your CTAs to improve conversion rates

A/B testing is a powerful tool for improving the effectiveness of your calls-to-action (CTAs) on your SaaS landing page. By testing different versions of your CTAs, you can determine what works best for your specific audience and make data-driven decisions to improve conversion rates.

Here's how A/B testing works:

  1. Create two versions of your CTA: Create two versions of your CTA with different colors, copy, or placement.

  2. Test each version: Use software to randomly show each version of your CTA to different visitors and track the results.

  3. Analyze the data: After a sufficient amount of data has been collected, analyze the results to see which version of your CTA performed better.

  4. Implement the winning version: Use the version of your CTA that performed the best and implement it on your landing page.

  5. Repeat: Continuously test and iterate to continually improve your CTAs and drive better conversion rates.

By using A/B testing, you can make data-driven decisions to improve the effectiveness of your CTAs and drive better conversion rates on your SaaS landing page.

The importance of mobile optimization for CTAs

With more and more people accessing the web on their smartphones, the importance of mobile optimization for calls-to-action (CTAs) on your SaaS landing page cannot be overstated. Ensuring that your CTAs are optimized for mobile will help you reach a wider audience and drive better conversion rates.

Here are some tips for optimizing your CTAs for mobile:

  1. Keep it simple: Make sure that your CTAs are simple and easy to understand on a small screen. Avoid using complex language or small fonts that can be difficult to read on a mobile device.

  2. Make it touch-friendly: Make sure that your CTAs are large enough to be easily tapped with a finger, even on smaller screens.

  3. Place it in a prominent location: Place your CTAs in a location that is easily accessible on mobile devices. A good rule of thumb is to have them at the top of the page, where they can be easily seen and tapped.

  4. Test and iterate: Test your CTAs on different mobile devices to make sure they are optimized for different screen sizes and resolutions. Use A/B testing to try different placement and messaging to see what works best.

By following these tips, you can ensure that your CTAs are optimized for mobile and that you're reaching the maximum number of potential customers on all devices.

Using social proof to enhance the impact of CTAs

Social proof is a powerful tool for enhancing the impact of your calls-to-action (CTAs) on your SaaS landing page. By showing visitors that others have taken the desired action, you can increase their confidence and encourage them to take action themselves.

Here are some ways to use social proof to enhance the impact of your CTAs:

  1. Display customer testimonials: Showcase positive customer testimonials near your CTAs to give visitors confidence in your product or service.

  2. Show social media followers: Display the number of followers you have on social media platforms to show that others are interested in what you have to offer.

  3. Display the number of customers: Show the number of customers you have to give visitors a sense of the popularity of your product or service.

  4. Show recent activity: Display recent activity, such as the number of new sign-ups or downloads, to give visitors a sense of the current interest in your product or service.

By using social proof in combination with effective CTAs, you can increase the chances that visitors will take action and advance towards becoming a customer.

Measuring and tracking the success of your CTAs

Measuring and tracking the success of your calls-to-action (CTAs) is crucial to understanding their impact and making data-driven decisions to improve their effectiveness. By tracking key metrics, you can determine what's working and what's not, and make the necessary changes to drive better conversion rates.

Here are some key metrics to track when measuring the success of your CTAs:

  1. Conversion rate: The number of visitors who take the desired action divided by the total number of visitors. This metric gives you a clear picture of how effective your CTAs are in driving conversions.

  2. CTR: The number of clicks on your CTA divided by the total number of visitors. This metric helps you understand how effective your CTAs are in grabbing visitors' attention and encouraging them to take action.

  3. Bounce rate: The percentage of visitors who leave your landing page without taking any action. A high bounce rate may indicate that your CTAs are not effective in keeping visitors engaged.

  4. Time on page: The amount of time visitors spend on your landing page. A low time on page may indicate that your CTAs are not effectively engaging visitors and keeping them on the page.

By tracking these key metrics and making data-driven decisions, you can continually improve the effectiveness of your CTAs and drive better conversion rates on your SaaS landing page.

Wrapping up

Calls-to-action (CTAs) are critical elements of a SaaS landing page that can make or break conversion rates. To effectively use CTAs, it's important to understand their purpose and follow best practices for design, placement, messaging, and optimization. This includes using action-oriented language, placing CTAs in prominent locations, using contrasting colors, and testing different variations through A/B testing.

Additionally, it's important to optimize for mobile and use social proof to increase the impact of CTAs. Finally, measuring and tracking key metrics such as conversion rate, click-through rate, bounce rate, and time on page can help you make data-driven decisions to continually improve the effectiveness of your CTAs. By following these best practices, you can create landing pages that effectively drive conversions and advance visitors towards becoming customers.

Want to personalize your landing pages for better conversions? Try Markettailor for free.


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