6 Strategies To Increase Your SaaS App And Website Engagement [Data + Case Study]

Content originally published on WebEngage.

How can I improve conversions on my landing pages? How can I convert more trial users?

A lot of people are facing these questions all the time. Luckily, for all of you who are seeking answers — look no further. This is the place where you’ll find answers with rich data and a great case study.

In this article, we’re going to see:
How To Improve Engagement On Landing Pages?
How To Improve In-App Engagement?

Let’s get started!

How To Improve Engagement On Landing Pages?

Landing pages are a crucial part of every SaaS marketing strategy.

Thats the moment when God flips the coin with two sides — either the user is going to sign-up or leave your website. But, can we increase the chances of getting the positive side of the coin more often than the negative one?

Besides some obvious general rules, there are some other secrets that rarely anyone is ready to share with the world. But I am.

And we’re going to see 6 actionable (and less-known) ways to improve your conversions that are backed up with actual data.

1. Make More Landing Pages

The unwritten rule is that the landing page should have only one offer. And yet, 48% of landing pages contain more than one offer.

Don’t be like that 48% of companies.

Instead, organize your sitemap, and create more landing pages that are dedicated to a particular goal.

For example, instead of creating one landing page for several use cases, create more landing pages where one landing page explains one use case.

Simple as that!

Making more landing pages won’t make your website more complicated. Instead, it will boost your conversions and engagement. Data from HubSpot proves that websites with more landing pages can experience more conversions.

To be precise, companies who have 10–15 landing pages observe an increase in leads by 55%, while companies who have more than 40 landing pages have 12X bigger conversions than those with five or less.

To back this up, we asked Steven van Vessum, VP of Community at ContentKing about the results after they created more landing pages:

“By creating landing pages that focus on a specific target audience’s issues we’ve managed to more than quadruple our conversions, and double our average conversion rates. It’s all about understanding your target audience, knowing what issues they’re looking to solve, and offering them help in doing so.”

2. Let Your Landing Pages Be Frictionless

What is friction in the software? Adding steps to finish a signup form or having too many fields is friction. For example, adding a credit card in the signup form would be friction.

No one likes friction. So don’t make your landing pages confusing. This sounds really obvious, but still, we’re facing a lot of friction-based websites and landing pages (not to mention apps and products).

Data from Pagewiz claims that an average number of fields and forms one landing page has is 11.

Reducing your form fields from 11 to 4 can improve your conversions by more than 120%!

Here’s a case study from Tchibo UK:

Source: Tchibo UK

Tchibo UK realized that people aren’t coming in their sales funnel at all. After researching the problem, they figured out that their “conversion” page is full of friction. Tchibo decided to redesign their pages and the efforts paid off heavily. They saw an improvement in conversion by more than 200%.

Besides reducing the number of fields in forms, here are a couple of other actionable tips to reduce your landing page’s friction (before we see the major one):

  1. Make your headings clear at first sight.
  2. Think about your colours. Colours should play smoothly with each other.
  3. CTA is important. Make it eye-catching and clear.
  4. Surface your benefits

These are the usual and boring tips on how to improve engagement on your website. But here’s something that I’ve never seen before.

Let your website visitors know what’s waiting for them on the other side.

Don’t make them feel confused. For each website visitor, it’s important to know what to expect after they click on your catchy and fancy CTA.

Actually, this is proved by psychology.

Familiarity bias explains how people have a tendency to rather chose familiar things over unfamiliar ones.

Here’s an example:

Source: Travel Wisconsin

I don’t quite know their target audience, but these two CTAs are really confusing. Should I click on the “Our family vacation” or the “Trip ideas for you”? The second CTA looks more compelling, but what should I do with the first one?

On the other hand, Crazy Egg has a good and compelling CTA:

Source: Crazy Egg

Great colors and only one CTA makes it easy for website visitors to see and react. So, in order to boost your engagement and conversions, don’t make your visitors confused, afraid or skeptical. Prove to them that there’s nothing to fear about and there is something exciting waiting for them.

3. Make Ads For Your Landing Page, Not Your Home Page

According to MECLABS, 44% of clicks generated by B2B companies direct people to the home page, instead of the landing page.

It’s obvious to lead your visitors to your landing pages, and yet, nearly half of the companies don’t do that.

Landing pages have more potential to convert people than the home page. So when you’re creating your next PPC campaign, make sure that you’re leading your potential customers to your landing pages.

Now when we’ve seen how to improve engagement on the website, it’s time to see how to improve your trial-to-paid conversions.

How To Improve In-App Engagement?

I don’t want to overwhelm you with lengthy content and get you scrolling lower and lower like crazy. So, I insist that you read the rest of the insights, strategies, vital stats, examples, and much more on the blog itself.

Please hit here and read what you really need to.

Content Marketer @ WebEngage. Logophile. Creative. Child at heart. Free spirit. Founder @ Smallogs.