Signup page and initial user onboarding are most likely the only touch points all your users share. That’s why you need to make sure it’s optimized for conversions as much as possible.
Typical conversion rate optimization tactics apply, so keep your design distraction-free, with one clear CTA, and no outgoing links.
Below you’ll find a list of several elements or tactics you might want to keep in mind while designing a SaaS signup page. Some of them, like social proof, are pretty obvious, but you’ll also find other, more interesting ones. And if you’re designing a whole signup flow, you’ll find 26 Signup flow tactics in another article.
Emphasize USPs, benefits, or features
Visitors will land on your SaaS signup page from various sources, with different level of knowledge about your product. Remind them why they came here in the first place and why it’s worth it to fill out the form. Remember, however, not to clutter the page with too much information. Sum it up into one sentence or a few bullet points—and you’re good to go!
Use social proof
a) Show aggregate rating
If your product collects a lot of good customer reviews, don’t forget to boast about it in this crucial step of the funnel. Nothing reassures more than hundreds or even thousands of satisfied users.
b) Show customer reviews
Let your customers prove your point. It’s always more convincing to hear them praise you than if you did it yourself.
c) Show customer logos
d) Show trust badges
Winning prizes or being chosen the best by a third-party organization can dramatically increase your product’s value in your visitors’ eyes.
Use risk reversal
Addressing objections your users-to-be might have, is yet another technique you can try out. On your SaaS signup page use such copy as No credit card required. Cancel anytime. No obligations. No commitment.
Split the form into steps
Asking many questions in the signup flow can be a real conversion killer. As we know from the BJ Fogg behavior model, whether a person will take an action depends on their motivation and the task’s difficulty. In our case, with every new form field you increase the level of motivation required to sign up.
Fortunately, by splitting your form into more than one step, you might get away with asking for more information. Make the first step as simple as possible and let completion bias do the rest. Remember that it’s always a good practice to include a progress bar informing where exactly you are in the process.
Reverse the natural order
If you can pique your visitors’ interest or give them a hint of your product’s value before the signup—this tactic is worth trying out.
It can also work if you need to ask multiple questions in the signup flow—then you can test asking for personal information (like email or phone number) at the very end.
Prioritize social login
Instead of asking your visitors to fill out a form, let them sign up in one click with Google, Facebook, or another social medium. Make it your primary call to action and hide the email signup form to reduce friction even more.
Use dynamic password validation
There aren’t many more annoying UI “elements” than password verification on form submit. Especially if you require a strong password and your error messages aren’t specific enough. Show your password requirements at the very moment one’s filling out the field and when met, check off each condition on the list to make it even easier. To minimize initial cognitive load, show it only when the visitor clicks on the password field. This way you’ll avoid users getting annoyed still on your signup page.
Show your product in the background
Make your new users feel like they’re already in the app while you still ask a few questions. You can test this tactic easily using a screenshot in the page background.
Delay the signup
Letting people experience the value first and ask for something in return later is the holy grail of user experience. Delay the signup for after they use your product to bring the friction down to zero and increase your conversion.