The simpler your copy, the better your pages will convert

Assuming resources aren’t unlimited, it makes the most sense to prioritize optimizing your email marketing engine before shifting your focus elsewhere. If your paid campaigns are perfectly optimized but your email drip sequences are non-existent, you’ll likely struggle to drive consistent (and cost-effective) conversions.

Display ads can be an effective way to reach more eyeballs, but you shouldn’t be banking on many (if any) conversions directly resulting from your display ads. In SaaS, the median conversion rate for visits from display ads is just 0.3%—meaning you’ll need to bring in over 300 unique visitors before you even see a single conversion.

While Google ads are leading the way in SaaS, the 5.1% median conversion rate is still less than half as good as the 11.3% Google ads average conversion rate across all industries.

The average Facebook ad campaign is performing far worse than the average Instagram ad campaign—but the best Facebook ad campaigns are arguably outperforming the best Instagram ad campaigns. The Facebook ad conversion rate range for the top performing pages is between 11% and 24%, indicating there’s potential for high returns if your campaign is well-targeted and optimized.

The average conversion rates may be nearly identical between mobile and desktop, but the majority of traffic reaching SaaS landing pages is on mobile. This is why it makes sense to prioritize the mobile versions of your landing pages first and foremost.