The best SaaS website examples are not the prettiest ones; they are the homepages that were A/B tested against an older version and won.
In our database, the SaaS homepage tests that win most often do one of three things: say plainly what the product does, cut the page down to one clear next step, or put proof from similar customers near the top.
Below are 15 tested SaaS and B2B homepage examples, with the real numbers and who ran each one.
Every example links to its full test record in the LiftArchive database.
Most measured clicks or sign-ups, not revenue, so read the metric before you copy the idea.
What a SaaS homepage has to do
A SaaS homepage serves mixed traffic: new prospects, existing customers looking for the login, partners and job seekers.
Its job for new visitors is narrow. It has to explain the product fast enough that they take one step forward, usually to a trial, a demo request or the pricing page.
That step matters because attention drops off as visitors scroll.
In a 2018 eyetracking study, Nielsen Norman Group found people spent about 57% of their page-viewing time above the fold, down from 80% in its 2010 study.
The top screen still gets most of the attention, which is why so many of the tests below change the hero.
The tested patterns fall into four groups:
- Clarity: a headline that names the product category or the customer's job, not a slogan.
- Focus: fewer competing calls to action, fewer nav links, shorter pages.
- Proof: testimonials, logos or numbers from customers who look like the visitor.
- Offer: what the main button promises, such as a free trial instead of "Buy now".
For the step-by-step method behind these changes, see our guide to SaaS homepage optimization and the broader homepage optimization playbook.
SaaS homepage examples that won A/B tests
1. Hubstaff: full homepage redesign (+49% visitor-to-trial)
Hubstaff, a time tracking tool, replaced a homepage that had only seen small tweaks for years.
The new version put its expanded positioning and newest features up front, with an email form in the hero.
In a split URL test over three months and 259k visitors, visitor-to-trial conversion rose 49% and hero form submissions rose 34%.
The catch: trial-to-paid fell 7%, which the team attributed to factors outside the homepage.
It is a good reminder to track the full funnel when you change the top of it.
2. CityCliq: a tagline that says what the product is (+90%)
CityCliq tested four homepage taglines. "Businesses grow faster online!" got 25.3% click-through to pricing.
"Create a webpage for your business" got 47.8%, a 90% lift over two weeks.
The vaguer "Online advertising that works!" did worst at 20.2%.
This is the clearest example in our database of a plain description beating a promise.
3. AwayFind: a simpler sub-headline (+91% sign-ups)
AwayFind's homepage had two same-size headline lines. The variant turned the second line into a smaller sub-headline with simpler copy and a layout that led the eye to the button.
Completed setups rose 91% and homepage click-through rose 42%.
Copy and layout changed together, so you can't credit one alone.
4. Voices.com: removing a section (+33% sign-ups)
Voices.com showed photos and profile links for 10 featured voice actors on its homepage.
Removing that section lifted new account sign-ups 33% in a 10-day 50/50 test.
The team reran it to check, and the retest showed +28%.
The featured profiles likely pulled visitors off the sign-up path.
5. Jellytelly: no nav, no search (+105% to the sign-up page)
Never Settle removed the top navigation, search box and footer links from Jellytelly's homepage for new visitors.
Visits to the sign-up page rose 105%, but actual sign-ups rose only 5%.
Click lifts often shrink by the time you reach the metric you care about.
6. GetResponse: adding a free trial button (+158.6% free accounts)
GetResponse's homepage had one prominent "Buy Now" button.
Adding a "Free Trial" button next to it lifted free account sign-ups 158.6%, with no reported drop in paid accounts.
If your homepage only offers the paid path, this is one of the cheapest tests you can run.
More on offer design in our SaaS free trial guide.
7. Going: "Trial for free" instead of "Sign up for free" (+104%)
Going, a flight deal subscription, changed its homepage CTA from "Sign up for free" (the limited free plan) to "Trial for free" (a two-week premium trial).
Premium trial starts rose 104%. This was a month-over-month comparison with no sample size reported, and the button changed the offer, not just the words.
8. Huntr and Tom's Planner: one main action
Huntr's homepage had two competing CTAs, "Sign up" and "Watch the demo".
Making sign-up the single primary CTA and showing the demo video beside it lifted sign-ups 8.72%.
Tom's Planner went further. It replaced its two above-the-fold buttons with a short four-field sign-up form and an arrow pointing to it, and sign-ups rose 44% on close to 3,000 visitors.
9. Kommunicate: removing the email field (+25.53% clicks)
Kommunicate's hero had an email input next to "Try for Free".
Removing the field and leaving just the button lifted clicks 25.53% over two weeks.
That's button clicks, not completed sign-ups. Compare it with Hubstaff, whose hero email form helped, and Tom's Planner, whose form won: whether a form in the hero helps depends on the rest of your sign-up flow.
B2B homepage examples (demo-led and sales-led)
B2B SaaS homepages usually push a demo or a sales call rather than a self-serve trial.
The visitor is often researching for a team, so proof from similar companies and the right vocabulary carry more weight.
10. Buildium: testimonials that show company size (+22%)
Buildium, property management software, changed its headline to say the product fits any portfolio size and added each testimonial author's unit count.
Free trial conversions rose 22% with the best of three subheads, and every variant beat the control.
Visitors could see someone their size already used it. See more patterns on our testimonials page.
11. Orah: industry terms and testimonials up top (+63% demo clicks)
Orah, school software, cut its nav menu, swapped brand-specific product names for common industry terms and moved testimonials near the top.
In 11 days, demo request clicks rose 63.27%.
Three changes were bundled, and the metric is clicks, not booked demos.
12. POSist: a USP hero, then proof and split paths
POSist, a restaurant POS platform, ran two homepage tests in a row.
The first put a USP headline and clear CTA in the hero, removed low-value sections and sped the page up.
Visits to the demo page went from 13.25% to 15.45% (+16%).
The second test built on that winner with customer logos, testimonials, a "Why POSist?" section and separate paths for buyers switching systems versus first-time buyers.
It added about 5% more Contact Us visits in a one-week test.
Iterating on a winner usually brings smaller gains than the first fix.
13. Corcentric: "Free Demo" instead of "Get a Demo" (+99.42% clicks)
Greenlane Search Marketing changed Corcentric's homepage CTA from "Get a Demo" to "Free Demo".
Clicks rose 99.42%, but the test ran on about 800 visitors over two weeks and measured clicks, not demo requests.
Treat it as a cheap idea to retest, not a proven effect.
More button wording tests are on our CTA copy page.
14. Spreedly: trial messaging on a sales-led site (+34% contact forms)
CXperts added "trial" or "free trial" wording to Spreedly's main homepage CTA.
Contact form submissions rose 34%, though clicks on the CTA itself didn't rise and the result was reported at 90% significance, a low bar.
15. Abila: one homepage banner per audience
Abila, nonprofit software, personalized its homepage banner by segment: customers saw support and training, partners saw the marketplace and prospects saw current campaigns.
For targeted visitors, time on site rose 171%, pages viewed rose 107% and bounce rate fell 85%. These are engagement numbers, not leads.
Homepage changes that lost
Not every sensible-looking change wins. Two losses are worth knowing before you copy anything above.
- More steps up front. MarketingExperiments tested a three-step free trial sign-up on RegOnline's homepage against a two-step version. Completed leads fell 24.5%.
- Hiding the product. Patrick McKenzie moved the screenshot on Bingo Card Creator's home page below the sales pitch for three days. Conversions fell about 25%. It was a before/after comparison from 2006, not a randomized test, on downloadable software rather than SaaS.
Video is mixed too. Device Magic replaced its homepage video with an image slider and got 31% more sign-ups, while Huntr gained by making its demo video more visible.
The format matters less than whether it shows the product quickly.
How to use these examples
| Pattern | Tested examples | Watch out for |
|---|---|---|
| Plain headline that names the product | CityCliq +90%, AwayFind +91% | Copy and layout often changed together |
| One primary action | Huntr +8.72%, Tom's Planner +44%, Jellytelly +105% clicks | Click lifts shrink at sign-up (Jellytelly +5%) |
| Proof from similar customers | Buildium +22%, Orah +63.27% clicks | Bundled changes |
| Trial offer on the main button | GetResponse +158.6%, Going +104% | Check trial-to-paid, not just trial starts |
| Removing sections | Voices.com +33% (retest +28%) | Moving the product screenshot down hurt |
Most of these tests measured an early step: clicks, trial starts or demo page visits.
Hubstaff's 7% drop in trial-to-paid shows why you should also watch what happens after the homepage.
Pick the pattern that fits your biggest gap, test it on your own traffic and judge it by paid conversions where you can.
For more SaaS evidence, browse the SaaS test hub, compare page-level ideas in our SaaS landing page examples and pricing page examples, or check typical rates in the SaaS conversion rate benchmarks.