Today’s users are impulsive and easily distracted. They do not have the time or patience to figure things out by themselves. If their first interaction with your product is anything but intuitive, you risk losing out to the competition. Add to that a poorly designed login page and you’re doomed!

Onboarding on a website or app is just as crucial from the user’s point of view. A SaaS login page serves an invaluable purpose, which is why overlooking yours is not an option.

Bottomline: a great user experience is the defining factor of a great product.

At Vakulski Group, we leverage data-driven insights to boost your funnel’s conversion rate. Whether you need a seamless onboarding experience or a high-converting landing page, we’re here to help. Let’s connect and elevate your product growth!

The good news? With some simple tips and strategies, you can create the best SaaS login page design to grab your users’ attention from the get-go and use that to improve your business metrics by promoting new features, tips, upcoming events, and more.

What’s a SaaS login page?

A SaaS login page is the entry point for users to access your SaaS platform or product. It’s more like a login form where the users input their credentials, like their username (or email address) and password, to access their account.

Keep in mind that only the users who have already signed up for your platform can log in.

It’s an important part of the SaaS conversion funnel that ensures only authorized users can access your platform while protecting sensitive information.

Typically, a SaaS login page has two main fields for a username (or email) and password, along with a “Sign in” button. Apart from that, a login page can have additional elements like:

  • ‘Remember Me’ checkbox
  • Password reset option
  • Single Sign-On (SSO) option
  • Social sign in option
  • Two-factor authentication

An appealing login page design with all the essential elements will certainly help you boost user engagement.

Why is the login page so important for your business?

The login page is often the most visited page on a SaaS website. It even surpasses the homepage in terms of traffic, yet many SaaS businesses invest more in optimizing their homepage hoping to drive engagement but they neglect the true potential of their login page.

A SaaS login page serves an invaluable purpose as a crucial touchpoint in the SaaS acquisition funnel. It is one of the deciding user experience elements, as it helps establish connections with the free trial and existing users. Just like everything else, your company’s growth depends on first impressions.

Users want your product to be intuitive and easy to use. They will visit this page every time they access your website or app, so it’s important to make it as convenient as possible for them.

Remember that you should ask users for the information that’s absolutely needed. Please do not ask for something that would make them feel hesitant to use your product.

Apart from creating a great user experience, a login page is crucial for several other reasons, such as.

  • Security: A login page is the first line of defense against unauthorized access. If a hacker were to gain access to the database, he wouldn’t be able to do that with robust security measures in place. It will help you protect both your users’ data and the company’s assets.
  • Brand identity: A SaaS login page design should be synonymous with your brand identity and voice. If it aligns well with the general looks of your product, it changes the general perception of users about the quality of your product.
  • Conversion funnel: A well-designed login page could be the key to converting users into paying customers. This can be particularly helpful if you provide free trials or offer freemium models of your product or service.
  • Valuable insights: By collecting users’ login data, you can get valuable insights into their behavior. You can use these data to create new product features and improve retention. For example, you can discover that 80% of your customers utilize Gmail. This indicates that you may incorporate social sign-in buttons to expedite their account logins.
  • Call-to-action (CTA): A login page paired with a powerful CTA or CTAs will help you draw users into your system and showcase new features or promote existing ones that are likely to address users’ specific pain points.

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How to leverage SaaS login page to boost your product metrics

There are thousands of other SaaS sites out there that are visually similar to yours. So how do you make your SaaS login page design stand out?

You cannot sell a generic login page design and expect users to buy it because not everybody visiting your website is ready to schedule a demo. Some people would want to learn about how your product works while others are just curious about what makes your product any different from competing products.

Here are some of the login page design best practices to help you create a frictionless onboarding process for your website:

Tip #1: Promote newly released product features to your customers

Airtable Login Page
Airtable Login Page

As we said earlier, a SaaS login page should align with your brand image and highlight your brand’s unique value proposition in the best way possible. So, you can use the login page to introduce new features to your existing customers.

This approach serves multiple purposes. It makes your product distinctive and easy to understand, encourages users to explore new functionalities, and ultimately increases user engagement.

For instance, you can include brief descriptions of new features accompanied by screenshots or small icons. This will not only inform them about what’s new but also capture their undivided attention. Maybe who knows this might lead to increased usage once they log in.

Remember to keep all the promotional content concise and relevant to their primary purpose. Otherwise, this will only confuse and distract users.

Tip #2: Show product features your customers haven’t used yet

VWO Login Page
VWO Login Page

There are some features that customers use frequently, while others they barely use. A login page is a wonderful opportunity to bring those features your users don’t know about or haven’t used yet to the spotlight. You can analyze users’ behavior and identify certain features that some segments of your user base haven’t touched.

Create targeted messages on your login page to re-engage existing customers and make sure trial users engage with your product from the get-go. This approach can significantly boost feature adoption and overall product engagement.

For example, if a user has never tried or used your new SEO tool, you could include a brief tutorial of this feature on your login page.

It will also help you know your customers well and how they behave. Make sure you identify feature adoption metrics and key performance indicators to track your customers’ journey roadmap effectively. 

Tip #3: Show tips and tricks your customers can utilize in your product

Your login page isn’t the sole reason users visit your site, but you can turn it into an opportunity to invite users back. How? By highlighting useful tips and tricks, you can not only provide value to the users but also carry your product’s branding onto the login page.

For instance, you could include a “Tip of the Day” feature that takes users through several tips that would help them use your product more effectively. These could be anything from little-known features to advanced workflow techniques that can help boost productivity. You can make it even more engaging by adding some visual elements like a GIF or a short demo video along with the tip.

This approach will help existing customers comprehend your product, which can increase user retention.

Tip #4: Announce live events, webinars, etc. 

Calendly Login Page
Calendly Login Page

Promoting live events, webinars, etc. is essential for user engagement. You can turn your login page into a dynamic communication channel by promoting your webinar on your login page to keep your users informed.

Allocate some space to announce upcoming webinars or live events on your login page – as this is the first point of interaction the users have with your product.

For instance, you can use a clickable banner image paired with eye-catching graphics, relevant descriptions, and easy registration options. You could also use a countdown timer to create a sense of urgency. This not only increases participation but also reinforces your brand identity.

However, make sure you keep the information relevant to your users’ needs and interests.

Boost Your Business with Data-Driven Marketing Solutions

Analytics Implementation

Level up your analytics to track every funnel step with precision and drive better results

Data Analysis

Uncover actionable insights and optimize every step of your business journey

CRO

Unleash the power of CRO and run experiments to boost conversions and revenues.

Over 90 satisfied clients & counting

Tip #5: Recommend to try your mobile apps

Last but not least, keep mobile users in mind and then scale up to larger screens before creating your SaaS login page design. We live in a mobile-first world where it’s mobile-only for the majority of users. Today, users want to use their smartphones to do everything.

So, why not promote your mobile app (if you have one) on the login page? Because more than half of the internet traffic comes from smartphones, showcasing your app on the login page can significantly boost user engagement and stickiness. It also makes your product more accessible, as users can use it on the go. This is probably one of the easiest methods to prompt users to access your product through the app.

For instance, you can use a banner on your login page to inform your web users that you have an app or place a ‘Download Our App’ button. It’s a budget-friendly way to convert website users to mobile users.

You could also include QR codes for easy access to the app store or direct download links. To attract more users, you can provide special offers to users who download and login through the mobile app, like extended trial periods or access to exclusive mobile features.

Key Takeaways

The overall user experience plays a bigger role when it comes to creating a SaaS login page design. But there are tons of elements to take into consideration when designing a login page, not just the user interface.

Set clear metrics and KPIs to identify who your users are, how they behave, and how many users use your product regularly. Use these insights to track common usage patterns and how they impact your product’s end goals. Whether someone visits your website or app for the first time or after a while, the process should be seamless.

Create a customer journey roadmap to identify your users’ pain points and use that to devise a strategy for how you want to go about designing the right login page for your SaaS product.

Don’t let your engagement slide with an underperforming login page. Contact us today and find out how you can make a lasting impression for your SaaS product through an intuitive login page design.


Frequently Asked Questions

What is a SaaS login page?

A SaaS login page is more like a login form where the users fill in their credentials like their username (or email) and password to access their account which they have already created during signup. Remember though that a login page is not the same as the signup page (or user registration page), although they look almost the same and ask for the same details.

Why is a login page so important in SaaS?

A login page puts your SaaS product in the spotlight. It is one of the most crucial user experience elements that make a lasting first impression of how users feel about your website or app. The login page is how you introduce new users to your product and establish connections. A well-designed, user-friendly login page helps with your conversion and retention rates.

How to leverage SaaS login page to improve business metrics?

When users experience multiple points of friction while accessing your website or app, it can have a negative impact on their overall user experience. Here’s how you can leverage your SaaS login page to improve business metrics and create a painless user experience:
1. Use the login page to introduce new features to your customers
2. Showcase your product’s features on the login page to keep the customers informed
3. Highlight useful tips and tricks to help customers to use your product more effectively
5. Announce upcoming webinars or live events on your login page
6. Promote your mobile app through an interactive login page design

Written By

Ihar Vakulski

With over 8 years of experience working with SaaS, iGaming, and eCommerce companies, Ihar shares expert insights on building and scaling businesses for sustainable growth and success.

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