How to Increase Website Conversion Rates: A Guide for Software Providers

Driving traffic to your website is important, but if you can’t convert enough of those visitors, your SaaS business won’t be successful. According to Gartner research[1], nearly 48% of website visitors leave the primary landing page without engaging deeper with any marketing collateral. This indicates that SaaS providers have an opportunity to optimize their conversion rates by improving their brand content, especially on the landing page.

Increasing conversion rates can result in better return on investment (ROI), but it’s an ongoing process that requires you to continuously fine-tune and optimize your website and marketing strategies. If, like most SaaS providers, you’re struggling to achieve your desired website conversion rate or want to take your current rate to the next level, you should first create a strategy that targets the most potential leads. However, the biggest challenge is understanding where to start.

We understand your dilemma, and that’s why we’ve created this guide that comprises seven powerful tactics to boost website conversion rates and maximize ROI for your SaaS business.

7 ways saas providers can increase website conversion rates

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1. Understand your customers’ needs
Understand your target audience’s needs and preferences before launching any marketing campaign. Focus on their pain points and identify what motivates or deters them from buying your product or service. SEO agency New York

For example, if you sell a software tool that helps automate accounting processes, then focus on how the product will benefit buyers and highlight the features that directly address their needs.

Knowing how visitors use your website, where they get frustrated and why they leave without converting can help you identify issues and troubleshoot them. It’ll also help you deliver the right messages at the right time to help convert website traffic.


Tips to better understand your customers’ needs:

Conduct surveys, interviews and focus-group discussions.
Analyze your customer service data.
Monitor customer feedback on social media.
Read customer reviews thoroughly.
R&D leader insights: assessing customer needs in the b2b environment

2. Create a compelling user experience
People like to buy from websites they find easy to use and navigate. Therefore, creating a great user experience is critical to driving website conversions. Focus on making your website as user-friendly and engaging as possible.

Ensure your website’s loading time is fast, design a simple navigation system and use appealing visuals to communicate your offering’s value proposition. Taking these steps will help keep visitors engaged and encourage them to explore your website further, eventually leading to more conversions.


Tips to create a compelling UX design that draws in more customers:

Include a search box feature on your website.
Make your website mobile friendly and responsive.
Create easy-to-scan web pages.
Offer live chat support.
3. Gather feedback and use it to adapt your offering
Knowing what your customers think of your product or service is important. Collect feedback from existing and potential customers, and use that data to identify and fix the gaps in your offering. Customers are more likely to convert when they feel their needs are being met and their requests considered.

For instance, if your existing customers are asking for a particular feature, consider adding it to your product. Similarly, if a potential customer has expressed interest in a certain type of service, check if you can offer it. Doing so will prove to customers that you’re constantly striving to improve based on their feedback.


Ways to collect customer feedback:

Monitor customer interactions on social media.
Ask customers for reviews and testimonials.
Use analytics to track user behavior.
Participate in industry forums.
Conduct customer surveys regularly.
4. Test different strategies for converting leads
Testing is a key step to understanding what works best for your target audience and potentially increasing conversion rates.

Use A/B testing — i.e., a split testing method wherein two versions are tested against each other to identify which one works better — to compare the performance of different versions of your website and marketing campaigns.

As per Gartner Digital Markets’ 2022 Global Software Buyer Trends Survey[*], buyers seek localized content to better understand and engage with sellers. Therefore, consider running localized A/B tests to see which regions yield the most conversions.

By testing different versions of your webpages and campaigns tailored to the language and culture of target customers in a specific region, you can find out which approach works best for each audience and then use those insights to tweak your offerings and optimize performance.


Ways to test different strategies for converting leads:

Experiment with different call-to-action buttons.
Try different content formats, including videos, infographics and e-books.
Perform usability tests to identify any user experience issues.
Investigate how different audiences respond to various features.
Try different placements for ads and promotional messages.
5. Optimize your pricing and payment options
Your prices should align with your potential customer’s needs and preferences. Analyze how different customer segments respond to different prices and optimize your pricing strategy accordingly. Consider offering discounts and running loyalty programs to incentivize customers and make them feel valued.

Additionally, try implementing a wide range of payment options and an easy checkout process to make it easier for customers to purchase from you.

Ways to optimize pricing and payment:

Provide multiple payment options (credit cards or PayPal).
Show prices in different currencies.
Offer payment plans for high-value items.
Allow customers to save their payment information for future purchases.
6. Refine product profiles and landing pages
Product profiles and landing pages are critical touch points in the customer journey. Ensure your product content is explicit, accurate and up to date and includes all relevant details to help customers make informed decisions.

Additionally, create engaging landing pages to direct visitors toward specific actions so they can easily find what they’re looking for. This will help ensure they have a positive user experience and increase their chances of making a purchase.


Ways to refine product profiles and landing pages:

Highlight product/service features and benefits.
Use visuals such as demo videos, images and infographics.
Include trust signals such as security badges and customer testimonials.
Add elements of social proof such as user reviews, customer testimonials and experts’ approval.
Run A/B tests to refine the content and design.
3 steps to effective lead generation campaign landing pages

7. Calculate conversion rate optimization (CRO)
Conversion optimization is improving the percentage of visitors who take a desired action such as making a purchase, signing up for an email list or filling out a form.

Calculate CRO to understand how successful your website marketing efforts are. By analyzing this data, you can identify improvement areas and ensure your website and marketing campaigns are geared toward achieving desired outcomes.


Tips to calculate CRO:

Track metrics such as click-through rate, bounce rate and conversion rate.
Analyze conversion data regularly to identify patterns and trends.
Test different approaches and track results.
Monitor customer feedback to identify areas of improvement.
Bonus tip: Increase your marketing budget to boost conversions
Higher marketing investment can yield higher conversion rates. Gartner’s Technology Marketing Benchmark Survey[2] demonstrates that increased marketing investment levels lead to improved conversion rates.

Impact of marketing budget on funnel conversion rates

Just make sure you’re using the budget wisely (such as leveraging the right channels and techniques) instead of randomly throwing money at a bunch of tools.

Higher conversions lead to improved ROI and customer satisfaction
A well-executed marketing strategy will always result in higher website traffic, more leads, better conversion rates and improved ROI. Additionally, customers will appreciate a more personalized and tailored experience, leading to higher customer satisfaction levels. Just remember to measure the results and adjust your strategy as needed.


Shubham Gupta

Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.