How We Boosted B2B SaaS Lead Generation by 12.6% With Simple CTA Changes

Highlights

A strategic CTA optimization for a leading enterprise HR SaaS platform demonstrated how precise messaging and design changes can significantly impact B2B conversion rates. This test achieved substantial improvements while maintaining brand consistency.

• 12.6% lift in form submission rate during test period
• 96% statistical confidence in results

The Challenge ⚡️

Our client delivers enterprise-level HR software and PEO services through their cloud-based SaaS platform to businesses across the US. Their landing pages presented a clear opportunity: generic CTAs that didn't align with their premium, consultative approach.

The existing CTA used a light orange "Get Started" button. While straightforward, it failed to set clear expectations for potential SaaS customers and didn't match their updated brand guidelines.

Our Solution

We transformed their CTA through message and design refinements. The message transformation evolved from a simple "Get Started" to the more consultative "Talk to an HR Solutions Expert", supported by additional context asking "How can your business benefit from [Company Name] services?". The design update incorporated their new brand standards with a darker orange tone while maintaining the established visual hierarchy and improving overall consistency.

The Results 📈

Why It Worked

The results confirmed what we suspected: B2B SaaS buyers want clarity over brevity. Here's what we learned:

1. Consultative Language Wins The more detailed CTA improved conversions, demonstrating that B2B prospects value clear expectations over short, snappy copy.
2. Context Matters Adding business benefit context directly addressed decision-maker concerns, making the next step more compelling.
3. Brand Consistency Pays Off The test proved that updating design systems can maintain or improve performance - creating alignment between marketing and brand teams.

Let's Talk 💬

Let's discuss how data-driven CTA optimization can improve your B2B SaaS conversion rates. Our process-driven approach can help you achieve similar measurable gains.

Appendix: Detailed Test Parameters and Statistical Analysis