Imagine that you have created, or someone has created for you, a landing page for your SaaS which, by all accounts, meets all requirements. So, confident of success, you launch it, and after a month, you get a report on the user traffic on your landing page and, to your horror, you discover that over 60% of users who enter your landing page immediately leave it right after entering.
What went wrong? I will answer this question using sample data from a certain landing page which, in terms of aesthetics or practicality, was created thoughtfully, but made a cardinal error.
So, according to the data, over 63% of clients actually leave this landing page immediately after entering, and what’s worse, unfortunately, as the data show, with a growing tendency. Interestingly, I suspect that, to some extent, this negatively affects other data, such as the time spent in the entire tool.
It is also very important to understand that the number of increased visits in this tool, at first glance, does not look bad.
But if we look at the data further, I discovered that people typing a guide for this tool or the page name into a search engine didn’t enter the tool directly, but had already intended to use the tool earlier. So yes, new users are coming because, for many, it’s the “standard” of the industry they’ve heard about.
But we have to say it. If the landing page of this tool were better, it would also convince those typing keywords into the search engine, or even those entering directly but unsure if they will use it—not to mention those who came from a link—it would be much better in terms of growth.
And this page definitely needs new users, because if you divide visits by unique visitors, you’ll get how many times, on average, a user returns to the page in a month, and you’ll get a very low number—only 1.23 users. And although the nature of this tool is financial management of users’ subscriptions on the page by the owner who uses the tool, it actually shows that new users are needed here even more, because they rarely come back—for example, to check how much money they’ve gained from subscriptions and quickly leave.
So what is the problem, after all? The answer is simple: the users whom the page should attract are too general, considering the competition.
The problem starts even earlier than when the page was created—at the source of the business strategy. Unfortunately, this problem automatically generates another problem. For example, the hero landing page says what the tool is for and about AI, but doesn’t speak to the right, more specific user, or explain the advantage of this tool that should convince him or her to use it.
So, yes, the conclusion of this article is very simple. With high competition, it’s not enough to design a tool for general users, because it won’t give anything—you have to find your part of the market, construct the tool for it, and, as a consequence, the entire landing page.
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