Features instead of outcome
The home page explains the product instead of naming the visitor’s problem.
SAFor SaaS
More signups are
not always better.
A variation that lowers the barrier brings more registrations and worse users. So in SaaS you measure further down the funnel, and protect the rest with guardrails.
The pattern
Three mistakes SaaS sites
make regularly.
Price hidden
“Price on request” filters out not just bad leads, but good ones too.
Signup as the only goal
Counting only registrations optimises for dead accounts.
Concretely
Where to start
Turn the hero to one outcome
A concrete outcome instead of a category. Goal: registration started.
Show prices
Starting price versus request. Goal: qualified enquiry, guardrail: total enquiries.
Shorten the form
Four fields instead of nine. Goal: completed registration.
Demo versus trial
Two routes as a redirect test. Goal: whatever actually counts downstream.
Measuring
The right goal
Take the latest step you still see often enough within the test window, usually the completed registration or the first real step of use. The bare click rate on the button belongs alongside as an additional goal, not in first place.
Sample size and runtimeMatching platforms
Other industries
Elsewhere it looks different.
Make your next change an informed one
Less guesswork.
More now we know.
One question is a good place to start.