As of 2025, there are anywhere between 30,000 to 200,000 SaaS companies globally. These thousands of products vie for the attention of a similar profile of people, albeit across different industries. 

As a SaaS marketer, you are not only competing for eyeballs, but also fighting the jadedness and apathy that comes from these decision makers who have seen a dozen products with similar offerings and value propositions. 

Creating a distinctive brand identity is crucial in this crowded market, and tools like a logo maker can help establish visual recognition that sets your SaaS apart from competitors.

With attention spans shrinking each year, how do you then capture the attention of your decision maker, and effectively nudge them into your funnel?

What Customers Want

The core objective of your landing page is not to be pretty. Instead, you want it to be effective. 

The first step in building a landing page is market research. Understand what your customers are looking for. More specifically, it is essential to know the core features they look for in a product and the factors that go into their buying decision. 

It is important to point out that this market research must not be holistic; instead, it ought to be made for the specific cohort of visitors you are looking to target with a particular landing page.

Let’s take the example of a toll-free number provider like Unitel Voice. A customer landing on this landing page is likely to have questions like:

• What toll-free prefixes are available?
• Do you need a separate phone for this, or can calls be forwarded to your regular phone number?
• How much does it cost?
• Do you need a call center team, or can these messages go to a voicemail like a regular phone call?

Source: Unitel Voice

It is important to answer as many of these questions on the landing page to convince the visitor enough to nudge them towards the next step of the sale process.

However, this landing page may not be adequate if a visitor searches for an alternative to a competitor's product. For such queries, your landing page must offer extensive comparisons and feature benchmarks in order to satisfy the visitor’s expectation.

Replace AI With Human Engagement

Yes, it is true that AI can do so many things today that humans used to do at a fraction of the cost. An AI agent that answers a visitor’s sales query costs pennies compared to a full-time employee to do the same job, perhaps at the same quality.

That does not mean you have to replace your sales executive with a bot. Studies have repeatedly shown that customers prefer talking to a real person while making a purchase. 

At a time when all your SaaS competitors are out there using AI agents to cut costs and improve efficiency, providing your visitors with a real person to speak with can seem like a breath of fresh air.

This is especially true in the case of high-ticket items where customers need handholding and persuasion.

Live Product Sandbox

In the SaaS industry, it is common to find providers that offer a free trial or a freemium version of their product. The objective of these offers is to let potential buyers explore your product before committing to it. 

One way to truly stand out, however, is by letting users explore your product in a live sandbox. Such a feature allows users to test the various features and offerings before signing up for a trial run. 

From a marketing perspective, such a sandbox can serve as an attractive lead magnet. Visitors who like what they see in the sandbox can choose to try your SaaS with their own information by clicking the “Try this with your data” button. 

Subscription analytics company Baremetrics has an Interactive demo of their product that is available to all visitors without requiring them to sign up. 

Source: Baremetrics

Personalized Page Elements

Website tracking scripts can tell you a lot about your customer before they make the first click. For instance, you know the keywords they used to land on your page, their location, the organization they are from (based on the IP address), and also if they are a repeat customer.

You could use this information to provide a personalized experience to your visitor. Buyers are more likely to trust sellers who personalize their offering and pitch to their specific needs, and this simple element could improve conversion rates dramatically. 

Another way to personalize your landing page is to use the visitor’s location or industry to highlight relevant testimonials from customers in the same industry or location. 

Scroll-Based Dynamic CTAs

A visitor to your SaaS landing page may fall into one of these buckets:

• They like what they see and want to move forward with the signup process
• They are interested, but are undecided about the signup
• They are not interested, but could still be coaxed into signing up
• They clearly don’t see value, and want to exit the page

Many visitors’ intent here could be gauged from their engagement on the website. For instance, if a visitor spends too much time hovering on the pricing page, then it is a good indication that they are either not sure of the features offered or feel the price is too high. 

Similarly, a visitor who spends too much time on the product pages may be confused about what these features do or how they solve their requirements. 

Understanding the intent and showcasing contextual CTAs can be a great way to nudge these visitors into moving further down the buying cycle. For instance, you could say, “Need help deciding?” as a CTA to someone who spends too much time on the pricing page. 

Meanwhile, if a visitor seems confused about the value proposition, you could show a “Have questions? Let’s help you out!” button. 

Getting the Process Right

Executing a SaaS landing page that truly stands out needs a lot of consumer research, and trial and error. But if done correctly, they can make a big difference to your conversions. 

Having said that, the strategies mentioned here are not all, and one is only limited by one's imagination. As a marketer, it is crucial to keep your eyes peeled for the different standout features that various SaaS companies put up. 

Identify those tiny elements that make these landing pages exceptional and figure out ways to try them on your own landing pages.

Written by DesignCrowd on Monday, September 29, 2025

DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.