Feb 28, 2025·Growth·6 min read
What actually ships conversions on a SaaS landing page
We A/B-tested 23 pages last year. Most of the 'best practices' didn't move the needle. Here are the four that consistently did.
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Nadeesha Perera
Growth Lead
Most SaaS landing page advice is folklore. We ran 23 controlled A/B tests across client launches in 2024 and found that the gap between 'common wisdom' and 'what moves CVR' is wide.
Specificity in the headline beats cleverness
Across 9 tests, headlines that named a specific outcome ('Cut your onboarding time by 60%') outperformed clever wordplay headlines by an average of 28%. Vague benefit promises always lost.
Social proof above the fold, not at the bottom
Logos and a single quote in the hero outperformed any below-the-fold testimonials section. Trust signals work when they're seen with the offer, not after.
