Testimonials
“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.”
Digital Subscriptions & SaaS
SaaS & Digital Subscription UX Research
Explore how people evaluate software and digital subscriptions before signing up. Baymard’s research covers public sales pages, feature explanations, plan comparisons and payment, with guidelines and examples that help your team make clearer design decisions for business and consumer services.
Help visitors understand the service before they subscribe
A subscription decision depends on more than a feature list. People need to understand the product, assess whether it fits their needs and compare plans without losing important details. Use research on SaaS sales websites to organize that information and support the steps from initial interest to signup.
Key UX challenges for SaaS and digital subscriptions
Explain features and integrations
Show visitors what the service does, how it looks and whether it connects with the tools they already use before asking them to subscribe.
Make plans easier to compare
Help prospective subscribers interpret feature names, find supporting explanations and compare meaningful differences between plans without searching across disconnected pages for answers.
Support signup and payment
Make required information and payment steps understandable as visitors create an account. Explore the broader checkout research that also informs these subscription interactions.
SaaS research, in numbers
The current research library combines guidance, benchmark scores and examples from public SaaS and subscription sales sites.
170+
SaaS and subscription UX guidelines
4,500+
Industry UX performance scores
3,000+
Industry best practice examples
Digital Subscriptions & SaaS
The findings from Baymard’s large-scale testing of SaaS and Digital Subscription sites provide you with 170+ UX guidelines, along with 4,500+ UX performance scores and 3,000+ best practice examples from SaaS and Digital Subscription sites.
The UX research covers the entire public salespage UX, including:
- Salespages for “Features”, “Customers/Case Studies”, “App Integrations & Marketplace”, “Industries”, etc.
- Plan matrix layout, features, scannability, and matrix content.
- Signup flow, including payment flow.
- B2B: Adobe, Microsoft Teams & OneDrive, Box, Zoom, Slack, Chanty,
- Consumer: Netflix, HBO Max, Apple Music, Dropbox, Norton, McAfee,
7 × Themes
Research into the subscription decision
The research examines the public sales websites of business and consumer services. Qualitative testing includes video conferencing, team communication and cloud storage providers, with examples such as Zoom, Slack and Microsoft OneDrive. The focus is how visitors understand the offer, compare plans, sign up and pay.
Manual benchmarking connects that evidence with implementations across SaaS and digital subscription sites. The library includes feature pages, pricing matrices, signup and account interactions, alongside broader guidance on navigation and forms. It complements your own customer research; it does not establish usability findings for every workflow inside the subscribed application.
See how subscription sales sites apply the research
Browse SaaS and digital subscription case studies to compare approaches to feature information, pricing and signup. Use the examples to make design discussions concrete, then book a demo to see how the research supports your team’s sales website decisions.
How teams use Baymard’s research
Testimonials
“Some time ago we purchased the Ecommerce Homepage & Category report - the research and insights are extremely useful to us and help us a lot in our work!”
Testimonials
“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.”
Looking for an expert review of your site?
A SaaS UX audit applies the research to your public sales website through an expert review and prioritized recommendations.
See the SaaS research in action
Book a demo to explore research for feature explanations, pricing comparisons and the path from evaluation to signup.