There’s no better way to learn about SaaS landing page best practices than by exploring real-world examples from some of the biggest SaaS brands on the planet.
So that’s exactly what we’re going to do in this article.
Whether you’re looking to size up the competition or looking for inspiration for your next landing page design, this list has something for you.
If you’ve never heard of a landing page before, or if you’re unfamiliar with landing page features and best practices, we encourage you to read our landing page 101 article first: What is a Landing Page? Definition, Examples, And Best Practices.
For everyone else, proceed.
A SaaS landing page, like any other landing page, is a dedicated page built for a specific campaign and source of traffic. The goal of every landing page is to increase the number of visitors who convert on your offer by providing a hyper-relevant experience.
For example, pretend you work for Asana and want to increase the number of free trials from people who are interested in goal management software. Instead of sending Google ad traffic to your homepage, where you talk about dozens of use cases, you could build a custom landing page just to highlight the goal management features and benefits of your software.
With a landing page, not only can you tailor your message and offer to a specific source of traffic or target audience, but you can easily test everything from page copy and calls-to-action (CTAs) to layouts and pricing to see which combination of features converts the highest.
Bonus: landing page builders like Unbounce, LeadPages, and WebFlow make landing page creation and split testing easier and quicker than ever.
Like any landing page, a SaaS landing page should incorporate a handful of core elements to ensure it converts optimally.
We wrote an entire article on the anatomy of a good landing page, but let’s explore the key characteristics of a high-converting SaaS landing page here.
- Hero section: The “above the fold” section (i.e. visible viewport before you scroll) which contains all the pertinent information needed to take action immediately, from an enticing headline and subheading, to a compelling call-to-action
- Social proof: Reviews, testimonials, success stories, client logos, publicity, awards, user stats, etc.
- Features/benefits: The undeniable pain point that each feature was created to eliminate
- Contact form: The way you collect the information needed (in a non-threatening way)
- Call-to-action (CTA buttons): Be clear on what action you want them to take next
- No distractions: Limit distractions by limiting exit opportunities (i.e. links in header and footer)
- Product video: Show visitors what it looks like under the hood of your product (sell the invisible)
- LiveChat: Provide a way to offer immediate feedback
- User experience: Fact page load, mobile responsive, flawless layout
- Tracking: Call tracking, goal tracking in analytics
The more elements you can feature from above, the lower your bounce rates and the higher your SaaS landing page conversions.
Without further ado, let’s explore 51 SaaS landing page examples (with full page screenshots) from 51 of the biggest SaaS brands in the world.
At the end, we’ll explore key takeaways, select a winner and loser of landing page design, and leave you with landing page tips for the road.
A few notes about the examples:
- They’re only from PPC ads. Maybe one day we’ll put together an article that features landers for email subscriptions, lead magnets, webinars, or other top-of-funnel offers, but for this article, all landing page examples came from PPC campaigns (sorry for the clicks, friends).
- They’re for bottom of funnel prospects. We typed in bottom-of-funnel/purchase-intent keywords in Google to find these landing pages. No top of funnel keywords. Also, we included the keyword next to each example below.
- They’re diverse. Not every example is a winner. But overall, most of the landing page examples have commendable highlights with a solid takeaway. Either way, you’ll have a ton of inspiration to draw from.
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View full landing page: Asana lander
Keyword used: “Trello competitor”
What we love: Feature comparison table, star-review comparison (against Trello)
Bonus: Live chat, social proof, single CTA, no navigation exit links
View full landing page: Mixpanel lander
Keyword used: “Product analytics tools”
What we love: Above the fold (value prop, social proof, visual aide, product demo, CTA)
Bonus: Features/benefits, CTAs for warm (watch demo) vs. hot (sign up) traffic, targeted copy
View full landing page: ADP lander
Keyword used: “Payroll software”
What we love: Progressive profiling (ADP asks for firmographic data using a pop up, then your email using the form, then collects the rest after you’ve already micro-converted)
Bonus: Single CTA (“Get quote”), chatbot, social proof (“Trust by nearly 700,000 small businesses”), no navigation exit links
View full landing page: RingCentral lander
Keyword used: “VOIP”
What we love: Social proof (“Trusted by over 400,000 businesses”)
Bonus: Plan comparison tool, call tracking, live chat
View full landing page: TypeForm lander
Keyword used: “Survey software tool”
What we love: Live demo embedded within the page
Bonus: Frictionless (no navigation or footer), free plan offer, features/benefits, white space
View full landing page: Monday lander
Keyword used: “Project management software”
What we love: Segmented (copy, CTAs, offer, and testimonial all speak to project management segment); conversion path (frictionless; instantly opens Monday dashboard when you hit CTA)
Bonus: Single CTA (“Get started”), video testimonial, social proof
View full landing page: Shopify lander
Keyword used: “start an ecommerce store”
What we love: How it works (three simples steps)
Bonus: Single CTA (“Start free trial”), social proof, no credit card required
View full landing page: SEMRush lander
Keyword used: “SEO software”
What we love: Actionable CTAs (each button opens the free trial form, but they all use different CTAs related to different benefits)
Bonus: Layout, social proof, copy, offer (free trial)
View full landing page: Zoominfo lander
Keyword used: “Zoom info”
What we love: Exit offer pop-up (“Get a list of ready-to-close prospects right now”)
Bonus: Social proof, single CTA (“Free trial”), above the fold
View full landing page: Act-On lander
Keyword used: “Marketing automation software”
What we love: Nothing (no Act-On logo, poor design, uncompelling copy, limited social proof, weak CTA (“Lean more about the product”)
View full landing page: Kajabi lander
Keyword used: “Online course creator”
What we love: Social proof (testimonials, star-ratings, number of users, $$$ earned)
Bonus: CTAs for warm (watch demo) vs. hot (start free trial) traffic, video testimonials, features/benefits, no navigation exist links
View full landing page: Restream lander
Keyword used: “Podcast editing software”
What we love: Distinct/memorable design assets (colors, design, videos, emojis)
Bonus: Live chat, no exit links, social proof, single CTA (“Try restream for free”)
View full landing page: Falcon.io lander
Keyword used: “Social media analytics”
What we love: Above the fold (value prop, visual aide, CTA, social proof)
Bonus: Single CTA (“Sign up for a demo”), no exit links, social proof, chatbot, features/benefits
View full landing page: Keap lander
Keyword used: “CRM software”
What we love: Product video (Hilarious!)
Bonus: Single CTA (“See demo”), no exit links, features/benefits, social proof, limited time offer
View full landing page: Anyclip lander
Keyword used: “Internal communication tool”
What we love: Design
Bonus: Features/benefits, visual aids, product video, copywriting
View full landing page: Zendesk lander
Keyword used: “Help desk software”
What we love: Above the fold (there is no scroll)
Bonus: Social proof, offer (no credit card), hero shot, no navigation links, minimal design
View full landing page: Salesforce lander
Keyword used: “Product marketing software”
What we love: Social proof (testimonials, star-ratings, number of users, $$$ earned)
Bonus: Social proof, live chat, distinct asset (Astro the mascot), single CTA (“Watch demo”), no exit links
View full landing page: SurveyMonkey lander
Keyword used: “Market research tools”
What we love: Messaging (hyper-targeted)
Bonus: Social proof, features/benefits, product video
View full landing page: Kickbox lander
Keyword used: “Email verification tool”
What we love: Features/benefits
Bonus: Live chat, social proof, single CTA (“Get started free”), minimal, navigation anchor links
View full landing page: Pipe lander
Keyword used: “Chargebee”
What we love: Copywriting (features/benefits)
Bonus: Design, single CTA (“Get started”), features/benefits, social proof
View full landing page: Socio lander
Keyword used: “Event software”
What we love: Visual aids
Bonus: Live chat, social proof, single CTA (“Request demo”), design (big design creates big impression)
View full landing page: Canva lander
Keyword used: “Design software”
What we love: Features/benefits
Bonus: Social proof, design, no exist links, pricing calculator, FAQ
View full landing page: Birdeye lander
Keyword used: “Review management software”
What we love: Video testimonials
Bonus: Live chat, social proof, single CTA (“Watch demo”), copywriting
View full landing page: Wix lander
Keyword used: “Website builder”
What we love: Minimal (in and out with the value proposition)
Bonus: Single CTA, copywriting, features/benefits, design
View full landing page: Namogoo lander
Keyword used: “Website pop-up software”
What we love: Value proposition (“Offer your visitors the minimum and most effective promotion they need to convert”)
Bonus: Social proof, single CTA (“Start now”), design, featured/benefits, copywriting, hero shot
View full landing page: LeadPages lander
Keyword used: “Landing page software”
What we love: Product video
Bonus: Single CTA (“Start free trial”), features/benefits, copywriting, visual aides, social proof
View full landing page: InvisionApp lander
Keyword used: “team collaboration tool”
What we love: Social proof (Spotify, Google, IBM, Netflix, Peloton.. ‘nuff said)”
Bonus: Above the fold, single CTA (“Try Freehand now”), product video, no exit links
View full landing page: SproutSocial lander
Keyword used: “Social media scheduling tools”
What we love: Targeted messaging
Bonus: Chatbot, social proof, single CTA (“Start your free trial”)
View full landing page: BigCommerce lander
Keyword used: “BigCommerce”
What we love: Customer testimonials
Bonus: Live chat, social proof, single CTA (“Start free trial”), features/benefits, copywriting, design
View full landing page: Qwilr lander
Keyword used: “Proposal software”
What we love: Features/benefits
Bonus: Live chat, social proof, single CTA (“Try it free”), value proposition, visual aides
View full landing page: Jobber lander
Keyword used: “Time tracking software”
What we love: “View demo” pop-up
Bonus: Live chat, social proof, single CTA (“Start free trial”), features/benefits
View full landing page: Trainual lander
Keyword used: “employee training software”
What we love: Time-saving/money-saving calculator
Bonus: Live chat, social proof, single CTA (“Start free. No CC”), demo, product video
View full landing page: GatherContent lander
Keyword used: “Content marketing software”
What we love: Above the fold (value prop, offer, pricing, CTA)
Bonus: Live chat, social proof, CTAs (“Start free trial,” “Book a demo”), design, features/benefits, copywriting
View full landing page: Remote lander
Keyword used: “Remote payroll software”
What we love: Features/benefits
Bonus: Live chat, social proof, single CTA (“Get started today”), product video
View full landing page: Bitly lander
Keyword used: “Link shortener for business”
What we love: Simple pricing
Bonus: Social proof, single CTA (“Get started”), minimal, features/benefits
View full landing page: Bob lander
Keyword used: “Onboarding software”
What we love: Copywriting
Bonus: Chatbot, social proof, single CTA (“Watch demo”), above the fold
View full landing page: Vagaro lander
Keyword used: “Appointment scheduling”
What we love: Offer (2 months free)
Bonus: Live chat, social proof, single CTA (“Start free trial”), features/benefits, copy
View full landing page: Wistia lander
Keyword used: “Video hosting”
What we love: Product video
Bonus: Live chat, social proof, single CTA (“Get started”), minimal
View full landing page: Vimeo lander
Keyword used: “Video conferencing software”
What we love: Nothing (too many CTAs, chat not working, messaging irrelevant to keyword)
View full landing page: Intercom lander
Keyword used: “Intercom”
What we love: No exit links (visitors already know the brand based on their keyword, so Intercom eliminates all distractions and creates a clear path to conversion)
Bonus: Live chat, demo video, social proof, single CTA (“Start free trial”), features/benefits, design, copywriting
View full landing page: Loom lander
Keyword used: “Screen recording software”
What we love: Copywriting (everything you need in very few words)
Bonus: Social proof, single CTA (“Get Loom for Free”), features/benefits
View full landing page: SurveySparrow lander
Keyword used: “NPS software”
What we love: Value prop (“SurveySparrow helps you boost your Promoters, retain your Passives & entice your Detractors''). Flawless!
Bonus: Social proof, single CTA (“Start free trial”), features/benefits, comparison tool, visual aides
View full landing page: SleekNote lander
Keyword used: “Email capture tool”
What we love: Visual aides (see what each product feature look like)
Bonus: Social proof, single CTA (“Create free pop-up today”), features/benefits, copywriting
View full landing page: Expensify lander
Keyword used: “Expensify”
What we love: Micro-conversion (Expensify makes all offers after you login to their dashboard)
Bonus: No options aside from logging in
View full landing page: Moz lander
Keyword used: “SEO tools”
What we love: Features/benefits
Bonus: Social proof, single CTA (“Start free trial”), product demo video
View full landing page: Drip lander
Keyword used: “Email and SMS for eCommerce”
What we love: Messaging (perfectly targeted to search term)
Bonus: Social proof, single CTA (“Start for free”), features/benefits, no exit links
View full landing page: Skuuudle lander
Keyword used: “Prisync” (Skuuudle competitor)
What we love: Features/benefits (action-packed!)
Bonus: Social proof, single CTA (“Book a demo”), value proposition
View full landing page: Clickup lander
Keyword used: “Project management software”
What we love: Design
Bonus: Social proof, single CTA (“Get started”), features/benefits, visual aides, copywriting
View full landing page: Juro lander
Keyword used: “Panda doc proposals”
What we love: Features/benefits; design
Bonus: Social proof, single CTA (“Get a demo”), visual aids, live chat, copywriting
View full landing page: CaptivateIQ lander
Keyword used: “Commission software”
What we love: CTA (“Request demo”)
Bonus: Social proof, single CTA (“Request demo”), value proposition, no exit links
View full landing page: Pendo lander
Keyword used: “Feature request software”
What we love: Live demo video
Bonus: Social proof, single CTA (“Get a free demo”), features/benefits, no exit links
So what did we learn after reviewing 51 SaaS landing page examples from 51 of the biggest SaaS brands in the world?
Though many of these SaaS landing page examples demonstrated glimpses of conversion gold, in general, most of them needed improvement.
Social proof: From client logos to testimonials to user stats and awards, almost all landers included a healthy dose of social proof from third-party sources. Crucial, considering testimonials can increase conversions by 34%.
Single CTA: Landing pages should optimize for a single goal, not many goals. When you add more CTAs, conversions decline. 46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%. Most landers stayed focused on one CTA and so should you.
Experience: I had zero issues with page speed, mobile-friendliness, or intrusive pop-ups.
Features/benefits: It appears that after decades of beating “features/benefits” into marketing copywriters across the globe, it’s starting to pay off. Most landing pages had copy that clearly illustrated the pain points the software solves as well as the benefits it brings.
Now for the improvements:
Design: Eye-catching design communicates trust and credibility. How much? Stanford discovered that 74% of people base their trust in a company on the look of its website. Most of these landing page examples could benefit from a little conversion design expertise. From layouts to visual aides to white space, the design fell flat for many landers.
Forms: Fewer form fields don't always mean more conversion (always test), but too many landers included embedded forms with lots of form fields. Instead of embedding forms, we encourage digital marketers to test the breadcrumb technique (i.e. putting a form behind a button, then asking the least threatening questions first).
Offer: Demo, proposal, free trial… pretty much every SaaS business makes the same CTA. It’s worth noting that most of these landers were for purchase-intent keywords (bottom of funnel). But very few examples actually made a truly compelling offer. At the very least, if you’re going to offer a free trial, do a better job describing what I’ll gain from that free trial.
Messaging: Features and benefits work great, but very few landers brought an original POV that made you stop and think “a-ha!” With hyper-competition and feature parity abound, features and benefits alone won’t position one product as superior to another, but a compelling strategic narrative can.
All around, the best lander came from Pipe.
✅ Social proof
Not just any testimonials, but testimonials from the startup world’s biggest founders.
✅ Unique selling proposition
Pipe delivers a truly one-of-a-kind solution to a very urgent problem (cash flow for startups).
✅ Design
Sophisticated, bold, minimal (white space), clear visual hierarchy and path.
✅ Copywriting
A good product writes itself, but Pipe executed on the most critical features and benefits. They addressed their biggest objection (churn) within the copy.
✅ Experience
Fast load, interactive, and mobile responsive.
✅ Single CTA (“Let’s get started”)
Though I’ll admit, I’m not totally clear about what getting started entails.
Act-On, not even close (give us a call).
❌ No logo
How can you not put your logo on your landing page? Yikes.
❌ Poor design
It looks like someone copied and pasted images from the homepage or service pages and paid little attention to how they would look on the lander. Instead of adding context to the copy, the visual aides just fill space.
❌ Uncompelling CTA
“Learn more about the product” isn’t quite dripping with enthusiasm or confidence. My guess is the CTA leads to a product demo, but you wouldn’t know that based on the copy.
❌ Mediocre copy
The copy reads well, but it fails to amplify the most important benefits of the features in a digestible way.
❌ Hidden social proof
Act-on does provide client logos and award badges from G2, but the logos are at the bottom of the page (literally last section), and the G2 badges are hidden below a terrifying embedded form. The location of social proof is more important than you’d think.
You have three options:
- Hire a professional to do it for you. Hint: we provide landing page services. Hit us up ;)
- Hardcode one yourself or with freelancer: Hire a designer and a developer on Upwork or Fiverr or through another design marketplace and have them design and hardcode a custom SaaS landing page on your site.
- Use a SaaS landing page builder (our favorite): Landing page builders like Unbounce or Instapage make it easy for non-designers and non-developers to design, launch, and test landing pages. They even have huge libraries of SaaS landing page templates. While we design custom landing pages for clients, we use Unbounce to easily publish and test them.
Overall, the bar is pretty low. But as we like to say, check out what your competitors are doing and then do it better. A low bar is good news for us.
As more and more SaaS brands adopt landing pages as part of their performance marketing strategy, we’re still a long way from the type of conversion gold you’d expect from some of the world’s most recognized marketing departments.
Bottom line: We hope this long list of examples, along with our analysis, helped inform your own SaaS landing page design, but don’t forget to run your own A/B tests to see what works best for you.
