A SaaS landing page is a single page built for one audience and one action, usually a free trial, a sign-up or a demo request.
The examples that win in real A/B tests share three traits: one clear call to action, a headline that states the benefit plainly, and proof placed near the decision.
Removing things wins about as often as adding them.
Below are real SaaS and B2B landing page tests from the LiftArchive database, credited to whoever ran them, followed by the practices those results support.
For the full list, see the SaaS landing page tests hub.
A note on baselines first. Unbounce's 2024 Conversion Benchmark Report puts the median SaaS landing page conversion rate at 3.8%, against 6.6% across all industries.
SaaS pages ask for more commitment than most, so small wording and layout choices carry weight.
Our SaaS conversion rate benchmarks page covers this in more depth.
SaaS landing page examples from real A/B tests
Each example below lists what changed, what was measured and the result as published.
Pay attention to the metric: a lift in button clicks is not the same as a lift in paid accounts.
VMware: moving the try and buy buttons above the fold
VMware's SMB solutions page had its try and buy calls to action buried among links at the bottom.
Moving the vSphere Essentials and vCenter Log Insight CTAs above the fold, with small copy changes, produced a +956% clickthrough lift in a three-way split.
The copy tweaks were bundled in, so placement isn't the only cause.
RegOnline: a radical redesign with no top navigation
MarketingExperiments rebuilt an SEO landing page for RegOnline: top navigation removed, a single CTA, a point-first headline, fewer decorative images and an updated testimonial.
Sign-up conversion rose +548%. It was a bundled redesign, so treat it as proof that focus matters, not as proof of any single change.
HubSpot: removing navigation from landing pages
HubSpot removed the navigation bar, footer links and social share buttons from five high-traffic landing pages.
Conversions rose 16% to 28% on middle-of-funnel pages, but only 0% to 4% on top-of-funnel free-resource pages.
The same change paid off most where the ask was biggest.
AssessmentDay: removing sections, one at a time
AssessmentDay tested a co-branded landing page for practice aptitude tests.
Removing the FAQ section gave +62% sales, and removing the screenshots section gave +56% sales.
Removing both at once cut sales about 3%.
That last arm is the useful part. "Shorter is better" is not a rule: each section did some work, and taking out too much hurt.
Acuity Scheduling: changing the offer behind the button
Acuity Scheduling's main sign-up button led to a free-forever plan.
The variant sent visitors to a 14-day trial of the $10/month Professional plan with card details up front.
Paid Professional sign-ups rose +268%. This changed the offer, not the design, which is often where the largest SaaS lifts come from.
Our free trial tests collect more of these.
Scanitto and Vendio: fewer choices, fewer fields
Masters ITC Software removed the Buy Now button that sat beside Scanitto's free trial download and got +29.75% free downloads at 97% confidence. Paid purchases weren't reported.
Vendio moved its embedded registration fields off the landing page, replacing them with a "Signup Now" button that led to a separate form.
Sign-ups rose +60%. A page that sells first and asks second can beat one that asks immediately.
Omnisend: a stronger hero and more social proof
Omnisend replaced a generic affiliate landing page with a stronger hero section, tighter copy and more social proof.
The sign-up rate went from 277 of 2,988 visitors to 318 of 2,915, a +17.66% lift, judged at a 90% confidence threshold.
That is a looser bar than the usual 95%, and the changes were bundled.
B2B landing page examples
B2B SaaS pages usually ask for a demo, a sales call or a quote rather than a self-serve sign-up.
The tests below show that the wording and size of that ask can matter as much as the page around it. See also our demo request page guide.
VolunteerMatch: a softer sales CTA plus a second option
MECLABS Institute replaced VolunteerMatch's "Contact Sales" button with "Speak to an Expert" for custom pricing, and added a lower-commitment demo CTA.
Clickthrough rose +291%. And 30% of the "Speak to an Expert" clickers filled out the form, against none in the control.
AvidXchange: a five-minute call beat a white paper
Method Savvy tested AvidXchange's PPC landing page CTA, a short introductory conversation, against a white paper download.
The white paper lost; no figure was published.
Gated content is not automatically the easier ask for B2B buyers, especially on high-intent paid traffic.
SafeSoft Solutions: showing the price next to the form
SafeSoft Solutions added a large image showing the product price beside the contact form on a PPC landing page.
Leads doubled (+100%). Many B2B pages hide pricing to force a sales conversation.
This test suggests some buyers won't start that conversation until they know the rough cost. No sample size was given.
Bandwidth: a redesigned API product page
Bandwidth redesigned its SMS API page with a new hero image, tighter copy, customer logos and a clearer value proposition.
Visit-to-lead conversion rose +12% over about 60 days and roughly 3,500 visitors.
That's a modest lift on a small sample, which is typical of developer-facing B2B pages.
Multi-step forms on paid B2B traffic
KlientBoost reports large gains from multi-step forms on B2B paid campaigns: +329% conversion rate at Juniper Networks and +160% conversions at COPA-DATA.
These are before/after results of whole paid-media engagements, with ads, keywords and pages changed together.
They show what a full rebuild can do, not what a form alone does.
Our multi-step form tests separate the cleaner results.
MarketingExperimentsSaaS landing page best practices, backed by tests
These practices come from the tests above and the rest of our SaaS test collection.
Each is a good starting hypothesis, not a guaranteed lift. Test them on your own traffic.
| Practice | Supporting test | Result | Caveat |
|---|---|---|---|
| Put the main CTA above the fold | VMware | +956% clickthrough | Copy changes bundled |
| Remove navigation on high-intent pages | HubSpot | +16% to +28% mid-funnel | 0% to +4% on top-of-funnel pages |
| Offer one primary action | Scanitto | +29.75% downloads | Paid sales not reported |
| Cut sections that don't help, one at a time | AssessmentDay | +62% sales | Cutting two sections lost about 3% |
| Test the offer, not just the page | Acuity Scheduling | +268% paid sign-ups | Card required up front |
| Make the sales ask feel smaller | VolunteerMatch | +291% clickthrough | Two changes at once |
| Show proof near the decision | Dashlane | +14.5% conversion rate | Before/after, not a split test |
1. One page, one goal
The clearest pattern in the database is focus.
RegOnline, HubSpot and Scanitto all won by removing competing paths: navigation, extra buttons, or a Buy Now next to a free trial.
Patrick McKenzie saw trial conversion from AdWords rise from about 21-22% to about 28% after moving Bingo Card Creator's ads to a dedicated one-button landing page.
That was a before/after comparison, not a split test.
2. Lead with a benefit the visitor already wants
ClickLab rebuilt WriteWork's landing page around benefits drawn from more than 1,000 survey responses.
Primary CTA clicks rose +144%, and a follow-up test showed purchases up over 50%.
The words came from customers, not from the product team.
For more on hero copy, see our hero section tests.
3. Word the CTA around what the visitor gets
"Speak to an Expert" beat "Contact Sales" at VolunteerMatch.
On a homepage, Greenlane Search Marketing changed Corcentric's "Get a Demo" to "Free Demo" for +99.42% clicks, though on only about 800 visitors over two weeks.
Small samples like that can overstate a lift, so rerun winners before rolling them out everywhere. Browse more in CTA copy tests.
4. Put proof next to the ask
Dashlane added a customer review widget with star ratings to a paid landing page and saw a +14.5% conversion rate lift, measured before and after rather than in a split test.
Bandwidth's winning redesign added customer logos. Proof tends to help most when it is specific and sits close to the button.
Our social proof tests include cases where it didn't help.
5. Remove friction from the first step
Vendio won by moving the form off the page; Kommunicate won on its homepage by removing the email field from the Try for Free button (+25.53% clicks, not completed sign-ups).
Both delay the commitment until the visitor has decided to act.
6. Measure the metric that pays
Many SaaS landing page wins are measured in clicks.
Acuity's result is rarer and more useful because it counted paid plan sign-ups.
Track trials, qualified demos or paid accounts where you can, and treat click lifts as early signals.
When these practices are the wrong choice
Removing navigation helped HubSpot's sales pages far more than its free-resource pages.
Cutting content helped AssessmentDay until too much was gone.
Hiding pricing, adding a white paper or requiring a card can each help or hurt, depending on who arrives and why.
Start from your traffic source and the visitor's intent, then test.
If you would rather hand this work to a specialist, see our list of SaaS CRO agencies.
To compare against homepages, see SaaS homepage examples, or search every result in the full test database.