When you are starting a SaaS Business, it’s very easy to get lost in a lot of details and stress over small trivial things. At this stage, It’s super important to keep things simple & stupid.
The same goes for the landing page. At Denovers, I have worked with a lot of B2B founders by designing their SaaS & App Products. Often we see those founders getting worried about the copy.
Writing, designing & developing a landing page for your SaaS or any product seems to be difficult. Not everyone is born with the prose of a veteran copywriter.
But if you follow, one magical technique, then, with literally zero background, you can come up with a basic but finished landing page with optimized conversions just in a day.
The magic is called AIDA.
AIDA is the most eminent marketing model in the world of advertising and copywriting. It’s an acronym that stands for Attention, Interest, Desire, and Action.
This hierarchical model breaks down into step by step process of the user’s journey from a simple visit to a full-fledged purchase.
Let’s explore the magic!
Attention (Hero of Landing Page)
Attention is also called the ‘Hero Section’ of the landing page which asks to come up with a captivating headline or image that compels users to read on.
Take a quiet spot and think of a specific word or sentence that describes your value proposition clearly.
Try to keep it clear and simple, and don’t try to come up with your own terminologies at this point in time. Instead, try to relate with your user.
See what problems solutions they are searching for and try to add them as a keyword in your headline. Ideally, capture emails in the Hero section too along with a CTA.
According to Marketing Experiments research, over 90% of visitors who reported reading headlines also read CTA copy.
For example, take an example of the Crazyegg Landing page.
Interest Aka How it Works
Now you have the user’s attention, it’s time to build their interest through what you offer concisely. Ask yourself what you could tell about your product that would keep your targeted audience interested.
Does it solve a problem?
Does it offer free service?
Does it have an easy procedure?
Does it have lots of benefits?
How can you interpret it to your audience?
It’s better to address the issues users are facing and then frame a proper step-by-step process about how your product can solve it.
Check out the example of Zoom below
Desire
Once interest is created, it’s the right time to flaunt some customer testimonials to ignite the desire in your customer’s mind.
Let them know how you have solved the pain points of others, bringing them the transformation they needed. This will, in return, hit them on the subconscious level how well you can do it for them as well.
It’s the perfect time to flaunt the customer testimonials.
88 percent of consumers trust testimonials and reviews
If you are just starting and don’t have enough customer testimonials, share your product with friends and family for free. This will not only get you some testimonials, but it will also help you in getting early feedback which is really crucial at this stage.
Have a look at the customer’s testimonial at Shopify landing page
Action
Well done, you have got your reader’s attention, have sparked interest and desire in them. Now its time for an Action.
Guide them with a clear call to action. Have a super clear lucid pricing table with clear CTA.
It’s up to you what you want them to do, maybe you want them to start a free trial? Or you want them to contact us? Or Book a Demo with the sales team? Whatever the goal is, make it clear.
Adding an explanatory FAQ section, in the end, will play a major role in eradicating all concerns and ambiguities in the reader’s mind
Bonus Advice: Keep Testing!
Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.
It’s important to keep on testing and tracking the performance of your landing page on regular basis. This will help you in visualizing your customer’s journey and know what’s working and what’s not. However tiring it sounds, it’s a simple process.
Install Good Analytics and Hotjar and track the performance. At Denovers, there are some cases where we added a dialogue box in conversation flow which improved conversions by 10 times.
Conclusion
Coming up with the first copy of your landing page with a high conversion goal is fairly easy. You just need to understand the value you are providing and translate it in a simple way as possible.
AIDA framework will not only help you in writing landing pages, but it can be applied easily to writing newsletters, ad copies, headlines, etc.
Need some help? or want me to review your Landing Page? feel free to reach out. I would love to have a virtual coffee with you.
We are passionate about B2B Product Designing & Frontend Engineering
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