Industry UX Research
A large-scale research study on how to optimize the online User Experience of the sales site for Digital Subscriptions & SaaS
At Baymard Institute, we have a whole research topic devoted specifically to how Digital Service Subscription & Software as a Service (SaaS) websites can improve the UX and conversion rates of their public sales site.
Through our 78,000+ hours of large-scale UX research, we’ve identified 190+ in-depth User Experience guidelines that are particularly important to the public sales website of Digital Subscription services and SaaS companies.
The tested SaaS sales sites includes video conferencing (Zoom, GoToMeeting, Webex, and BlueJeans by Verizon), communication/chat (Slack, Microsoft Teams, Chanty, and Flock), and cloud storage (Box, Sync, Microsoft OneDrive, and Egynte).
Our UX benchmarking also includes B2B SaaS sites (Zoom, Slack, Basecamp, Google Firebase, Xero, ZenDesk, Box, Shopify, Adobe, Microsoft Teams) and B2C SaaS sites (Netflix, HBO Max, Apple Music, Dropbox, Norton, McAfee, Avast, Grammarly, Evernote, and Code Academy).
Baymard’s digital subscription and SaaS UX research are based on more than 250 qualitative subject/site usability test sessions following the “Think Aloud” protocol. During testing, the users encountered 850+ medium-to-severe usability issues on the SaaS sales pages. It’s these issues have been analyzed and distilled into 190+ UX guidelines.
The 190+ SaaS UX guidelines cover what types of sales pages are needed, how to structure and interlink the public site, what to include in and how to design the plan matrix, along with general usability and site layout insights, including improving the signup and payment flow.
This page provides you a brief overview of Baymard’s Digital Subscription UX research. Full access to all of our UX research is available as part of Baymard Premium.
We’ve conducted a UX benchmark assessing 20 B2B SaaS and B2C SaaS sales websites across the 250+ UX guidelines. You can view the SaaS site’s UX performance in the graph above, which summarizes 7,000+ weighted UX performance scores.
You can expand each theme and topic in the graph above for an in-depth view of the ‘current state’ of SaaS website UX performances. (scroll down to access the in-depth case-studies for each of the sites)
This is a sub-set of the full benchmark which includes 149 e-commerce sites.
Explore UX Benchmark
You can explore our 20 in-depth UX case-studies of the below SaaS sales websites. In total, these contain 7,000+ UX performance scores and 3,000+ best practice examples from B2B and B2C SaaS websites.
We’ve released a small subset of the 190+ Premium UX research finding on “digital subscriptions & SaaS” sites for free in these articles: