Learn B2B SaaS Marketing

B2B SaaS Landing Page Statistics & Benchmarks

by 

Lauren O'Bryan

Last updated: August 30th, 2024

Evaluating the effectiveness of your SaaS landing pages is crucial for optimizing your marketing efforts and improving your conversion rates. The B2B SaaS landing page benchmarks we’ve outlined below will help you assess your page, see how it compares to others in the B2B SaaS sector, and set goals for improving its performance.

In addition, we have curated a small but up-to-date collection of B2B SaaS landing page statistics that show just how beneficial landing pages can be for lead generation and conversion rates. So, let’s start with the stats, then outline the benchmarks, and end with some tips on how you can optimize your landing page to improve conversion rates.

B2B SaaS Landing Page Stats

To start with, we’ve collated some general landing page statistics that highlight how marketers use landing pages to their advantage.

• 54% of B2B marketers use landing pages to gain prospect information.
• 48% of marketers will create a new landing page for each campaign.
• 43.6% of marketers cite lead generation as the primary goal of their landing pages.
• Landing pages have the highest conversion rate of 23%, outperforming other methods of gaining leads, like pop-up forms.
• Implementing 10-15 landing pages can increase conversion by 55%, and having more than 40 landing pages can increase conversions by over 500%.

Landing Page Design

Of course, other elements, like design and page layout, also improve a landing page’s conversion potential.

• One company surveyed by Databox saw a conversion rate increase from 9% to 23% after changing their page layout.
• 90% of marketers rely on A/B testing to optimize their landing pages.
• Asking for only email and first name on sign-up forms is the most popular method, however, requesting name and phone number produced the best conversion rates.
• Social proof is important, especially considering that 9 out of 10 consumers seek out reviews before making a purchasing decision.
• Adding social proof to the Restroworks landing page helped them increase page visits by 5%.
• Personalized landing pages with dynamic content are 5% more effective.
• Removing the navigation bar from the landing page resulted in a 100% increase in conversions for Yuppiechef.
• Double-column forms perform 57% better than single-column forms when there are over 10 fields to complete.
• 35.6% of marketers say that images and graphics positively impact conversion rates, likely because 90% of information is transferred through the brain from visual cues like images.
• Including a video on your landing page can increase conversion rates by 86%.
• Adding a live chat feature helped PureVPN increase conversions by 20%.
• Personalized CTAs perform 202% better than a standard CTA.
• Landing page headlines that trigger emotion convert better, with one company increasing their conversion rate by 8.4% after testing this strategy.

B2B SaaS Landing Page Benchmarks

The following figures will give you a solid foundation for evaluating your landing page performance:

• Most of the marketers surveyed by Databox believe a good landing page conversion rate is between 21%-50%.
• The average landing page conversion rate across all industries is 5.89%, but one report found that the average for SaaS is 9.5%.
• According to Databox, the median conversion rate was 7.84% in March 2024.
• Over half of SaaS marketers surveyed by Databox get less than 100 leads per month from their landing pages.
• The Databox research on SaaS companies indicates that approximately one-third of the leads acquired through landing pages are qualified leads.
• Aim for a page loading time of 1-4 seconds for the best possible conversion rate.

Can You Get The Same Benefits From a Web Page?

The short answer is it depends. You often need to test this to optimize for your ideal customers. Don’t be tempted to cut corners and think you can make do by always redirecting PPC ads to your web pages, as conversion rates from web pages can widely vary. Landing pages can offer far more value and are specifically designed for conversion optimization. They capture attention for one specific purpose, minimizing distractions and preventing the user from becoming overwhelmed with navigation options.

Your website will most likely lead a visitor down numerous rabbit holes. This may keep them on your site for an extended period, but it won’t effectively move the visitor through the sales funnel. So, how do you get the most out of your landing pages?

Get More From Your B2B SaaS Landing Pages

After reading all of these stats and benchmark metrics, you’re probably wondering how to go about improving your landing page conversion rates. At Powered by Search, we’ve worked with countless SaaS companies over the years and found that many struggle with poor conversion rates on their landing pages.

Throughout the years, we’ve identified three critical elements that are part of high-converting landing pages: a clearly defined purpose, differentiated messaging, and quality visual design.

A Clear Purpose

Defining a clear goal for the landing page will ensure the copy is concise and to the point. If your landing page content doesn’t immediately address visitors’ needs or expectations, they will likely lose interest.

To ensure that every part of the landing page serves a purpose, develop a landing page summary in 5-10 sentences, a positioning statement that clearly articulates your unique value proposition, and expand on the outline for each section of the page. This will keep the content focused and to the point.

Differentiated Messaging

Differentiated messaging will help your content stand out from the competition. This is particularly important when you’re selling a product or service similar to your competitors and need to highlight how your product is superior.

Some ways to do this include:

• Developing messaging around customer pain points
• Using common formats for writing headlines
• Adding sub-sections for readability
• Crafting clear calls to action (CTAs)

Appealing Visual Design

A common mistake marketers make is creating great content that falls flat visually, diminishing its impact and effectiveness. So, once you’ve established your messaging and content, it’s time to focus on the visual design.

We suggest developing a very simple wireframe that you can even do in a Google Doc. Use tables and symbology to indicate different features and their placement on the page. Moreover, select the color schemes, typography, and imagery that align with your brand and message. And, of course, ensure that the design is responsive and optimized for various devices.

Check out our top 10 SaaS landing pages for some excellent landing page examples that have found the sweet spot.

While optimizing your landing pages is crucial, the real key to maximizing their effectiveness lies in integrating them seamlessly with your overall marketing strategy and sales funnel.

Build Your Landing Pages Around Your Sales Funnel

Many marketers make the mistake of trying to accomplish too much with a single landing page, resulting in diminished effectiveness and lower conversion rates.

Ultimately, mapping your landing pages to your sales funnel will give you the most efficient conversions. This strategic approach ensures that each landing page has a specific purpose and targets a specific buyer persona.

Craft content that appeals directly to the users at the stage of the sales journey they’re in. Instead of top, middle, or bottom of the funnel, consider the funnel stages as problem-unaware, problem-aware, and solution-aware. For example, by providing problem-aware users with messaging that is relevant to their pain points, you’re able to nudge them closer to the solution-aware stage in the sales funnel.

Wrapping Up

This handpicked selection of B2B SaaS landing page stats will give you the hard data you need to justify your investment and boost conversion rates and revenue growth. Equally, the B2B SaaS landing page benchmarks will guide the optimization process so that your landing pages attract and convert more efficiently.

In addition, you can get a headstart on your business growth plans by getting your SaaS scalability score. This tool is free to download and will help you benchmark your business against the competition. The end result will highlight ways in which you can improve how you attract, engage, and convert leads—all completely necessary insights for business growth.