What terms come up when you think of SaaS?
“Solutions,” “modern,” “scalable,” and “innovative” are just one example of the overused jargon lurking around every corner of the techverse, with SaaS marketers around the world seemingly singing from the same hymnal.
Unfortunately, recent research has shown that such a jargon-heavy copy – along with unclear features and benefits – discourages customers and reduces conversions. According to The SaaS Engine, around 57% of users would like improvements in the clarity and navigation of websites, which suggests that Techspeak and unnecessarily complex UX put customers off at the door.
That’s not to say that SaaS marketers aren’t trying: 70 percent of respondents have made major adjustments to their websites and 33 percent have updated their content. How and why are they missing the mark?
They say there is no greater slave to fashion than someone determined to avoid it, and SaaS marketing is no different. To really stand out, you need to conduct a thorough competitive analysis.
There are three common mistakes most SaaS marketers make over and over when it comes to clarity and high-converting content:
- Not different from competitors.
- Don’t humanize “tech talk”.
- Don’t tailor your messages to the awareness of the prospect at the appropriate stage of the funnel.
We’re going to unpack what the research suggests and what steps you can take to avoid these common pitfalls.
Meddling in the competition
It’s a jungle out there. But while camouflage might be key to survival in the wild, the crowded SaaS market is about standing out. Let’s be honest: How many SaaS homepages have you visited that look the same? How often have you read about “innovative technology-driven solutions that will revolutionize your workflow”?
The study showed that 76% of those who use SaaS for work are now on more platforms or use existing ones more intensively than last year. And as always, as demand increases, so does competition, so it has never been more important to stand out. Instead of imitating and copying the same old phrases your competitors use, it’s time to reach out to your audience with originality, empathy, and striking clarity.
But how does one do it?