SaaS landing pages have changed a lot over the last 10 years. Long gone are the days of blocky designs, cold informational copywriting, and generic stock photos that show suspiciously-attractive people shaking hands in what looks like a very important business meeting.

To get the best possible conversion rate in 2020, you need to explain the complexities of your software without boring the pants off your prospects. You need to use authentic visuals that show visitors they can really trust your brand. And you need to target your landing page so the right audience sees it at just the right moment of their customer journey.

It’s no easy task. But it is possible. And SaaS marketers are getting better at all of the above in 2020.

Just take a look at a landing page we used to advertise our trial of Unbounce back in our early years, compared to a landing page we’re using today…

I believe this is what the kids these days call a “glow up.”

And it’s not just us—you can do the same comparison with any SaaS brand that’s been in the landing page game for a long time. The design, copy, branding, tactics…they’ve all gotten better, like little Pokémon evolving into—uh—bigger, better-looking Pokémon, I guess. (OK, you got me. I’ve never actually played Pokémon.)

But while SaaS landing pages have come a long way, there’s still plenty of room for improvement. I recently went through and manually reviewed 200 real-world SaaS campaigns to see if I could learn what…

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