Landing Page Best Practices for B2B SaaS and Tech Companies

Author's avatar Marketing UPDATED Jun 4, 2024 PUBLISHED Jun 3, 2024 18 minutes read

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    Peter Caputa

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    Google “landing page statistics” and you’ll find plenty of statistics for landing page performance in all businesses, but not so much for specific niches.

    If you work in B2B SaaS or tech, you know that your audience has specific needs that a one-size-fits-all approach can’t meet. In fact, SaaS landing pages convert 10.46% lower on average compared to other industries (Source: Unbounce). That’s why it’s crucial to tailor your landing pages to the specific needs and challenges of your B2B SaaS or tech audience.

    So, we partnered with Kiwi Creative to investigate how B2B SaaS and tech companies use landing pages and the results they get. You’ll learn what typical performance looks like and how to improve yours.

    Here’s what we’ll cover today:

    Who Did We Survey?

    Between September 2023 and March 2024, we surveyed 90 companies about their landing page strategies and performance. Eighty-two of those companies belonged to the tech industry, so we included them in our final results. Almost 50% of this group are SaaS companies specifically.

    Most of the tech companies we surveyed are small businesses. Around 28% of them have fewer than 25 employees, while 23.17% have 26 to 50 employees.

    HubSpot Marketing and Landing Page Benchmarks for B2B SaaS and Tech

    When asked about their usage of HubSpot, the vast majority of our respondents reported using one or more HubSpot tools, with only one-fourth (24%) indicating they don’t use any HubSpot products.

    HubSpot helps the tech companies in our survey drive leads and sales. 62% use HubSpot Marketing Hub, while 53% use HubSpot Sales Hub. Some also use HubSpot apps such as the Service Hub and CMS Hub.

    With HubSpot being a major marketing and landing page tool for the tech companies we surveyed, we also referenced data from our HubSpot Benchmarks for B2B SaaS + Tech Companies Benchmark Group. This group averages anonymized Databox metrics for all members to reference.

    Looking at March 2024 deals data from 371 contributors, there’s a large gap between average and top performers. The group had a median of 50 deals throughout the month. But, the top quartile had a median of 183 deals – more than three times the overall median for the group. This difference suggests that high performers are much more efficient at creating deals than their peers.

    You’ll see a similar trend in landing page submission metrics. In March 2024, the median number of monthly landing page submissions for 88 contributors was 28.5. The top quartile had a much higher median of 157, which is about 5.5 times more than the overall median. High performers are either driving much more traffic or designing more effective landing pages, leading to more submissions.

    March 2024 landing page conversion rates had less of a disparity between average and top performers, but it was still significant. Looking at data from 69 contributors, the overall median conversion rate was 7.84%, while the top quartile had a median conversion rate of 14.9%.

    While these results show a stark difference between average and top landing pages, they also show promise for marketers with average performance. If your numbers are closer to the overall median, there are ways to join the high-performance group.

    Self-Reported Landing Page Performance

    We asked respondents to report their general landing page performance to get an idea of their experience with landing pages.

    Most respondents get under 100 leads a month from all of their landing pages, even when you count qualified and unqualified leads.

    Out of the leads tech companies get, usually under a third are qualified. According to survey data, most respondents get between 10% and 30% qualified leads.

    We also asked survey respondents about their average landing page conversion rate. About 50% had conversion rates of 10% or less. For reference, our previous survey of 50+ marketers found that a good landing page conversion rate falls between 21% and 50%.

    Another figure to note is that 21.52% stated that they didn’t know what their average landing page conversion rate was. If you scroll back, you’ll also see that more than 10% of respondents answered “I’m not sure” to other questions about the number of leads. This trend could suggest that a sizeable number of companies don’t measure their landing page performance, whether due to a lack of tools, resources, or knowledge. And not knowing your landing page performance means you miss out on opportunities to optimize it.

    Google Analytics 4 Landing Page and Lead Tracking Dashboard Template by Databox

    To get one last snapshot of their landing page performance, we asked tech companies to rate their landing page performance out of one to five. The average rating was 3.4.

    How to Choose Between Gated and Ungated Content

    To gate or ungate content has been a hot question in recent years. Those for gated content consider it an opportunity to get more lead data, while those against don’t prefer the added friction for leads. Most marketers use a mix of both in their landing pages, so we asked survey respondents how they decide what to gate. They named three practices in their responses:

    Consider Your Audience

    Your audience’s experience with gated content and knowledge of its usage can affect their reception of it.

    At RevenueHero, Vikash Koushik generally doesn’t gate content because of these factors. “Our ICP includes sales and marketers at fast-growing SaaS companies. They know what goes in the background when you gate something. So they’re less likely to give away their own details. This makes gating content less efficient for us. Also, we think it’s a good experience for our audience when we don’t gate the content,” Koushik says.

    Supporting this view, Turtl reports that since 2020, gating has become less effective as savvy audiences often provide false information or avoid gated content. High-value content like white papers can benefit from gating, while lower-value content like blogs often perform better without it. Soft gating, which offers optional information forms, has shown higher conversion rates and user engagement, aligning with Koushik’s strategy to provide a positive user experience.

    These insights make it clear that understanding your audience and content value is crucial in deciding whether to gate your content. For fast-growing SaaS companies targeting knowledgeable professionals, an open-access strategy might indeed offer a better user experience and more effective engagement.

    Follow Your Objective

    Many respondents gate content based on the objective they have for their content and the stage of the funnel they’re working with. HubSpot supports this concept, highlighting that gated content is ideal for lead generation, while ungated content increases traffic and builds trust with the audience.

    HW Consulting’s Hannah Wiginton considers how the conversion funnel and traffic objectives come together:

    If it’s something that will rank well on a search engine and directly ties back to our product, we’ll leave it ungated so it ranks well, brings in more traffic, and ultimately leads to trial sign-ups directly from the content. If it’s more middle-of-the-funnel content, we gate it to add friction to the process to ensure they’re interested and to gather relevant email addresses. From there, we send marketing emails related to the product that will turn users into trial sign-ups.

    Hannah Wiginton

    Hannah Wiginton

    Marketing Consultant at HW Consulting

    Want to get highlighted in our next report? Become a contributor now

    According to Tarlia Smedley, the Pulse Recruitment team guides landing page traffic based on overall objective. “For top-of-funnel engagement, we often ungate educational content to maximize reach and establish thought leadership. Conversely, for mid-to-lower funnel activities where the goal is to generate qualified leads, gating content is more effective. We leverage gated content for more in-depth resources like whitepapers or webinars, where the exchange of information is of high perceived value to the prospect,” Smedley says.

    After building an initial gating strategy based on objective, Pulse Recruitment adjusts its strategy based on performance. Smedley says, “We analyze user engagement metrics and feedback to continuously refine what content to gate. For instance, our A/B testing showed a 20% higher lead conversion rate for gated case studies compared to ungated ones.”

    At Confection, Quimby Melton considers the investment required for each objective and what is reasonable to ask for in exchange. “We ungate content that’s relatively inexpensive to produce and whose primary purpose involves driving organic discovery or boosting SEO. Blog posts, infographics, and most videos are examples of this kind of content. We gate deeper dives and more time-intensive/financially expensive content assets. Whitepapers, eBooks, webinars, and event videos – we feel these warrant the exchange of PII,” Melton says.

    Combine Your Methods

    There’s nothing saying you can’t have a combination of gated and ungated content on the same page. Spencer Flaherty found this method the most effective for Groove Commerce’s goals: “After much testing, our current approach is to offer a portion of the gated content as ungated content with the CTA to view the entire document once lead information is collected. This can either be done as a blog that leads prospects to a separate landing page or can be done as one singular landing page containing all of the information.”

    Best Practices for Top-Performing Landing Pages (And Mistakes to Avoid)

    Considering both closed-ended and open-ended results from our survey, we found these landing page best practices among our respondents’ insights:

    Stay Focused

    Two respondents found that sharp, compelling, and straightforward landing pages offered them the best results. This aligns with the concept of minimizing distractions on landing pages. For instance, a case study by VWO showed removing navigation menus from landing page designs led to a dramatic 100% increase in signups, suggesting a cleaner design leads to better focus.

    “Our best-performing landing pages feature compelling visuals, clear copy, and strategic calls-to-action,” says Natasha Rei from Explainerd. “Conversely, the worst-performing pages lack visual appeal and clarity and suffer from complex content, resulting in higher bounce rates. This ongoing analysis guides our optimization efforts to align with audience expectations and drive effective engagement.”

    Cathy Rabeler sees a similar pattern at BlueCrest:

    Our best-performing landing pages are to the point. They offer simple, straightforward design and messaging wrapped in eye-catching graphics and color. The worst-performing pages lack a single focus. They are complicated with too many messages on the page and were usually designed by a committee.

    Cathy Rabeler

    Cathy Rabeler

    Web & Visual Design Associate Marketing Manager at BlueCrest

    Want to get highlighted in our next report? Become a contributor now

    Both of these experts identified these trends by looking at the data from their landing pages. Keep your visual clear and copy concise, then examine your pages’ performance to see what images and text work the best with your audience. It’s a balance between following general best practices and tailoring your landing pages to your customers.

    Target a Specific Audience

    In addition to keeping your page elements focused, homing in on an audience also leads to more landing page success.

    Josiah Roche of JRR Marketing finds that landing pages perform best when there’s a specific audience in mind. “Our best-performing landing pages excel by speaking directly to a specific persona. They resonate with their needs, desires, and fears, making the sales process more fluid and relatable. In contrast, our least effective pages, such as the home page, lack this targeted approach. They function more as directories, failing to engage a specific audience with a tailored message,” Roche says.

    Provide an Exclusive Offer

    Survey data shows that B2B SaaS and tech companies prefer using exclusive offers on their landing pages.

    Out of the offers tech companies could provide on their landing pages, two were vastly more popular than the others: downloading a piece of content and scheduling a demo/meeting. More than 30% each prefer those CTAs.

    Both of these offers involve engaging deeper with your company, whether it’s by reading your most complex content or interacting with you. Landing pages work well for actions that move a lead down through the funnel like these.

    Drive Traffic With the Right Channels

    Your audience can only interact with your landing page if you can get them there in the first place. The channels you use to drive traffic influence how many leads visit and the quality of those leads.

    The right channel for your company will depend on your audience, but you can get inspiration from what other B2B tech companies are doing. When it comes to driving traffic to landing pages, they choose paid search. When we asked what channel they use to get landing page traffic, 30.38% of respondents picked SEM tactics such as Google Ads.

    But pay attention to how the channels you choose for your landing page traffic perform. Use a metrics platform like Databox to see where you’re getting traffic from, then invest in your highest-performing channels. Here are some of the best channels for B2B lead generation for some more ideas.

    Follow Up Quickly

    After you convert landing page visitors, it’s up to you to keep them moving through the funnel by following up. Many of the tech companies we consulted follow up directly or indirectly right after a lead clicks “submit.”

    Once a customer submits their information, just over a third of respondents follow up as soon as possible. More than 35% of tech companies told us they have a sales rep call a lead ASAP once they complete a landing page form.

    But if your lead isn’t at a funnel stage where calling makes sense, you can instead add them to an email nurturing campaign to warm them up further. Just make sure you get their consent to send emails through your landing page form.

    How Are Companies Adapting to Changes in Landing Page Performance?

    For most companies, landing page performance doesn’t look like a rising line on a graph – it has its highs and lows. We asked B2B tech companies how their landing page performance has changed in recent years and what they’ve done to adapt. Four respondents shared their stories.

    “My landing page performance has improved steadily,” says Arum Karunianti from Voissee. “Analyzing user behavior, I optimized for mobile responsiveness and refined content based on data insights. Implementing A/B testing helped identify high-converting elements. Incorporating customer feedback and staying updated on industry trends allowed for continuous improvement. Regular monitoring and adapting strategies based on performance metrics have been key in ensuring sustained success for my landing pages over the past few years.”

    According to Andre Oentoro, Breadnbeyond sees improved performance thanks to careful optimization: “Over the past few years, our company has seen improved landing page performance through strategic initiatives. A/B testing, mobile optimization, and customer feedback played pivotal roles. By refining elements and addressing pain points, we achieved higher engagement and conversion rates. Additionally, optimizing for speed aligns with the demand for swift access to information in today’s digital landscape. This ongoing commitment to analysis and improvement ensures an optimized and engaging experience for our audience.”

    Having a set-it-and-forget-it approach to landing pages is a one-way ticket to failure…or at least stagnation. Just like your website pages, you should be running A/B tests and updating these assets on the regular to optimize performance. Challenge yourself to improve copy. Integrate new technology to introduce personalization or shorten forms without sacrificing data. Design more compelling graphics. Even small strategic changes can produce meaningful improvements when it comes to landing page conversion rates.

    Jennifer Lombardi

    Jennifer Lombardi

    Founder at Kiwi Creative

    Want to get highlighted in our next report? Become a contributor now

    Content Whale has also seen good growth, as Bhavik Sarkhedi explains: “Over the past few years, our landing page performance has seen significant improvements, with one notable achievement being the enhancement of our conversion rate from 5% to an impressive 10%. This transformation was the result of a concerted effort to refine the user experience on our landing pages.” The Content Whale team focused on two elements:

    • Messaging: “We recognized that visitors needed to immediately grasp the value of our offerings, so we invested time in refining our headlines and content to convey our value proposition succinctly and persuasively. This clarity in messaging helped eliminate confusion and ensured that visitors understood the benefits of taking action on our landing pages,” Sarkhedi says.
    • User experience: According to Sarkhedi, “We understood that clutter and distractions were impeding user focus. By streamlining the design and content layout, we were able to create a more visually appealing and uncluttered environment for our visitors. This cleaner and more straightforward interface not only improved the overall user experience but also directed users’ attention towards the desired action.”

    At MobileCorp, Michelle Lewis notices that a landing page’s performance in the past few years depends on the type of content: “Ebooks are no longer producing good leads. Custom interactive content is driving better leads. [I’m moving] content from status ebooks to specialist shorter white papers and prospect-specific reports. [I would] like to do more calculators and interactive questionnaires – just got to find the time.”

    Know Where Your Landing Page Metrics Stand

    Much of the advice you read in this blog post relates to knowing landing page metrics – those related to your performance and related to others’. While understanding your own performance helps you adjust your landing pages accordingly, it helps to have a point of reference for what other companies are doing. It’s especially helpful when those companies are in B2B SaaS and tech like you are because they have similar products and audiences.

    Here are the key takeaways from our research and survey data:

    1. Choose the right content strategy: Decide between gated and ungated content based on your goals and audience. Top-of-funnel content often works best ungated to maximize reach, while mid-to-lower funnel content benefits from gating to generate qualified leads.
    2. Focus on best practices: High-performing landing pages are clear, focused, and visually appealing. They offer exclusive, relevant content and are designed with a specific audience in mind. Avoid clutter and ensure your messaging is direct and compelling.
    3. Drive traffic effectively: Use the right channels to drive traffic to your landing pages. Paid search, particularly SEM tactics like Google Ads, is popular among B2B tech companies. Track your performance across channels and invest in those that yield the best results.
    4. Follow up quickly: Prompt follow-up is essential. Over a third of tech companies ensure immediate follow-up by sales reps once a lead submits their information. If direct follow-up isn’t appropriate, consider adding leads to a nurturing campaign.
    5. Adapt to changes: Continually optimize your landing pages based on performance data and industry trends. Regular A/B testing, mobile optimization, and refining user experience based on feedback are key strategies used by successful companies.

    Wherever you are in your landing page optimization journey, the HubSpot Benchmarks for B2B SaaS + Tech Companies Benchmark Group offers the context you need to succeed. Submit your HubSpot metrics anonymously, and you’ll get benchmarks for everyone in the group. Join the group today to see where you stand.

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    Article by
    Melissa King

    Melissa King is a freelance writer who helps B2B SaaS companies spread the word about their products through engaging content. Outside of the content marketing world, she writes about video games. Check out her work at

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