Summary: This guide breaks down a 5-step process to conduct SaaS web design research that boosts conversions by understanding user needs, product value, and market positioning.
Introduction
Great SaaS web design starts with research. Before you start to design, you need to know your client’s product, who they’re helping, and what makes it special. Competitors matter, but the goal is bringing people from them to your client’s product by learning how users act. This 5-step research process lays the groundwork for content, copy, and a site that converts.
What is the definition of effective research?
Effective SaaS web design research means collecting useful info to create a website that turns visitors into users. It’s all about figuring out what your audience needs and what makes your client’s product special. This sets up an easy-to-use, trustworthy website that builds trust and brings in more leads.
How to do effective research?
Here is the 5-step process to conduct SaaS web design research that delivers. Each step builds toward a website that resonates with users and drives conversions.
- Read & summarize what affects SaaS website conversion
- Understand your client's product
- Understand the pain points of the SaaS's target audience
- How does the SaaS solve these problems?
- Competitive analysis
1. Read & summarize what affects SaaS website conversion
Start by researching what drives SaaS website conversions. Dive into studies from sources like CXL or Google to uncover proven tactics. Drawing from my experience and data like Google’s speed study, here are 8 key factors for a high-converting site.
- Clear Value Proposition
- What it is: A quick sentence (3 seconds to read) saying what the site does, who it’s for, and why it’s the best, with a feel-good twist.
- Why it helps: Grabs people fast so they stay and sign up.
- Good UX
- What it is: A simple, modern look with an easy path, fast loading (under 3 seconds), and works great on phones.
- Why it helps: Keeps users happy and coming back without frustration.
- Trustworthy
- What it is: Proof like user reviews, company logos, success numbers, and trust signs (like badges).
- Why it helps: Makes people feel safe to try your site.
- Strong CTA
- What it is: Bold buttons like “Start Free Now” placed where users see them, with clear next steps.
- Why it helps: Pushes people to act right away, not just browse.
- SEO Friendly
- What it is: Key words, tags, and fast tech so Google likes it, plus helpful extras like a blog.
- Why it helps: Gets your site found by more people searching online.
- Friction Reduction
- What it is: A clean look, short forms, and free trials to make things easy.
- Why it helps: Stops users from leaving because it’s too hard to use.
- A/B Testing
- What it is: Trying different looks, buttons, and words to see what works best.
- Why it helps: Finds the perfect setup to get more sign-ups.
- Visual Hierarchy
- What it is: A smart order (big welcome → proof it works → action button) to guide users.
- Why it helps: Leads people smoothly to join without getting lost.
2. Understand your client's product
To design a SaaS website that converts, you must nail the Unique Value Proposition (UVP). There are 3 questions to ask:
- What does the SaaS do?
- Who is it for?
- Why is it the best solution?
You can find answers by interviewing your client, testing the product, and reviewing their materials.
Take the recent case study I did for Flowbit as an example.
Flowbit is an AI-powered productivity SaaS designed for freelancers, remote workers, and busy professionals. It integrates an intelligent AI assistant to automate task management, scheduling, and client communication, helping users stay organized effortlessly.
It shows what the SaaS does, its target audience, and why it is unique.
3. Understand the pain points of the SaaS's target audience
Next, uncover the target audience’s pain points. Ask the following questions:
- What are their shared struggles?
- Can you segment them into distinct groups?
- Does the SaaS address each uniquely?
This helps craft messaging that hooks broadly yet converts specifically.
You can answer these questions by:
- Interview your clients
- Survey users via Typeform and mine G2 review
- Summarize shared challenges and segment into subgroups
In my recent Flowbit case study, their target audience is freelancers, remote workers, and other busy individuals. Here's a pain points summary I did.
1. Common shared pain points
- Task overload & disorganization: Struggle with managing large or scattered task lists.
- Distractions & lack of focus: Frequent interruptions reduce productivity and focus.
- Inefficient time management: Difficulty prioritizing and scheduling tasks effectively.
- Lack of structure & consistency: Struggle to maintain productive routines and workflows.
2. Unique pain points for each group
Freelancers
- Time-consuming admin work: Contracts, invoices, and proposals eat into billable hours.
- Limited resources & team support: No dedicated admin or project management help.
- Client management stress: Juggling multiple client demands without a system.
Remote workers
- Time zone inefficiencies: Collaboration challenges due to different time zones.
- Communication overload: Endless pings and messages disrupt focus.
- Lack of work-life boundaries: Blurred lines between personal and professional life.
Busy individuals
- Procrastination & inconsistency: Difficulty sticking to schedules or finishing tasks.
- Forgetting small but essential tasks: Frequent missed deadlines or forgotten errands.
- Chaotic daily routines: Struggle to create and maintain productive personal routines.
4. How does the SaaS solve these problems?
At this stage, you can start to connect your client’s SaaS features to the audience’s pain points. This allows you to shift from feature-focused messaging to benefits that resonate. Here’s how Flowbit does it:
The 1st version is features-driven:
- Smart Task Automation
- Adaptive Focus Mode
- AI-Powered Scheduling
- Reminders & Nudges
- Progress Insights
After I figured out how the features solved the problems, they turned out to be benefits-driven:
- Auto-prioritizes and organizes tasks, eliminating manual sorting.
- Minimizes interruptions and keeps you on track.
- Automatically schedules and optimizes task timing.
- Smart reminders and nudges to keep you accountable.
- Gain insights to continuously improve efficiency.
This is where the message builds a strong connection with the viewers.
5. Competitive analysis
Finally, peek at competitors to refine your client’s edge.
- Use Google or tools like SimilarWeb to identify 2-3 rivals
- Review their websites
- Analyze messaging and UX patterns
- Test free trials (if available)
- Write down what’s good and what’s missing.
- Refine your client’s UVP
After the analysis, here's what I wrote for Flowbit: Unlike feature-heavy tools like Notion and Asana, Flowbit prioritizes simplicity, delivering only the essential tools for busy professionals' needs.
Note: You do not need to spend too much time on competitors but your client for a good web design. All you need to do is to learn their messaging, positioning, and their users' behaviors so you can convert their users into yours without interrupting.
Conclusion
Effective SaaS web design research aligns your process with one goal: a website that converts. You’ll build a strong foundation for crafting a standout website when you keep these in mind:
- What gets people to join
- Your client's product
- User pain points
- Solutions
- Competitors
If you're ready to make a result-driven site, let’s team up—we’d love to help you get it today!