Paid Media Strategy
7 Smart Ways to Combine SEO and PPC
SEO and PPC advertising are both powerful ways to drive conversions and revenue. Now see what can happen when you combine them!
Polished ≠ Performing
Your landing page looks fantastic. Crisp design, slick animations, and clever microcopy. It loads fast, it's mobile-optimized, and everyone on your team is proud of it.
But… it doesn’t convert.
This isn’t a design problem — it’s a performance one. And when you're spending tens or hundreds of thousands to drive qualified traffic, a beautiful landing page that underperforms isn’t harmless. It's expensive.
Why Enterprise SaaS Landing Page Optimization Fails (Even with Great Design)
The most common CRO red flags we see on SaaS landing pages:
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CTA clutter or friction-filled forms
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Copy written for product managers, not prospects
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No clear match between ad/channel messaging and landing content
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Buried value props and unclear next steps
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Pages built around features — not the pain points your buyers are trying to solve
In short: it’s not about the visuals — it’s about how well the page guides intent to action.
Conversion-First Design: The CRO Strategy Behind SaaS Landing Page Wins
At (un)Common Logic, we evaluate landing pages like performance athletes. Looks matter, but results matter more. Here's what makes the difference on high-ROI SaaS pages:
1. Message Match from Click to Page
If your ad says “Automate Your Workflow,” your landing page better pick up right there — not start talking about “enterprise-grade solutions.” The disconnect kills momentum (and trust).
2. Intent-Based Segmentation
Not every SaaS visitor is ready to book a demo. Some want to explore. Some want proof. The best landing pages guide different types of intent to the next best step — whether that’s a trial, a case study, or a soft conversion.
3. Forms Built for Real Humans
Enterprise buyers are busy. Long forms with unnecessary fields (do you really need job title + phone + number of users?) hurt your conversion rate more than you think. Better: progressive profiling or multi-step flows. One (un)Common Logic B2B SaaS client saw a 84% Increase in Demo Form Conversion Rate in Just 7 Months using this tactic.
4. Copy That Converts, Not Just Explains
Your product is complex. Your value shouldn’t be. Replace feature dumps with outcomes. Show the before and after. Anticipate objections and address them directly. Write like a human, not a datasheet.
Explore our full approach to CRO for SaaS
What SaaS Marketing Execs Need to Watch
You’re not optimizing a page — you’re optimizing pipeline performance. Here’s what to monitor:
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MQL to SQL conversion rate by landing page
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Bounce rate + scroll depth on key sections
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Form abandonment points
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CTA click-to-submit ratios
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Page-specific CAC benchmarks
CRO isn’t just for the UX team. It’s a growth lever with a direct line to revenue. And when you’ve got a performance-driven landing page, it gives you power — to defend spend, scale traffic, and close more deals.
Final Word: Pretty Pages Don’t Pay the Bills
In SaaS, your landing page isn’t a brochure — it’s a revenue engine. And when it's underperforming, it’s quietly draining budget and slowing down growth.
The good news? With the right data, strategy, and testing, fixing underperforming pages doesn’t require a full redesign — just smarter thinking.
Want a second set of expert eyes on your top-performing pages? Let’s talk. We’ll show you where conversion is leaking and how to fix it without rebuilding from scratch.
FAQs
Why isn’t my SaaS landing page converting?
Most likely, there's a mismatch between the visitor's intent and the content or CTA. Design alone isn’t enough — clarity, message match, and value hierarchy matter most.
What’s the most important metric for landing page success?
Look beyond clicks to conversion rate, scroll depth, form completion, and MQL to SQL movement. The goal is qualified pipeline, not pageviews.
How do I know if my landing page has a conversion issue?
High bounce rates, low form submissions, and big drop-offs between page traffic and conversions are strong indicators something’s off.
Should I rebuild my landing page if it’s underperforming?
Not necessarily. Small changes — copy tweaks, simplified forms, stronger CTAs — often deliver big results. Start with testing before redesigning.
Can CRO improve customer acquisition cost (CAC)?
Absolutely. When you convert more of the traffic you already paid for, your CAC goes down — and ROI goes up.
