With the spread of
SaaS
services, all kinds of services can now be easily used in the cloud. When users are considering implementing a service, their needs for detailed information such as whether the purpose of implementation will be achieved and whether the desired functions are available will be answered on the feature page.
This time, we will use a SaaS company’s site as an example to introduce the points to consider when creating a functional page for a BtoB site.
Common features page mistakes
First of all, feature pages tend to emphasize the features that the company wants to push out, which may not match user needs. To prevent this from happening, the key to creating feature pages is to organize and explain features from the user’s perspective.
The features and information that users want from a service vary depending on the user. In order to meet the needs of all users, it is important to introduce all functions and aim for no omissions.
Additionally, users who come to check out our services may not be familiar with the business. Even when explaining a single feature, it is important to explain in an easy-to-understand manner, from the perspective of the person in charge of implementing it, why that feature is necessary and what benefits it will bring.
4 points for creating functional pages
First, I will introduce the points to consider when creating a functional page.
①CTA on first view
Place a CTA on the first view, just like on the home page. On the function page of the transportation/expense settlement system “Rakuraku Seisan” site, a CTA “Download function introduction material” is installed in the first view. Downloadable materials are available in context of the feature page.
Transportation/Expenses Settlement System Function List | “Rakuraku Settlement”
② UI/operation image using videos
A video is placed on the function page so that users can see the UI and operation images of the service. The website multilingualization solution “WOVN.io” site has service operation videos on the first view of the function page.
Features | Multilingualization and translation of the website is available at WOVN.io
Video content is a great fit for SaaS company sites. Compared to text, photos, and illustrations, videos can convey significantly more information in a short amount of time, and it is said that the amount of information can be approximately 5,000 times more. The greater the amount of information, the better the user’s understanding of the product or service, and the easier it will be to remember it.
In addition, by showing the UI and operation images, you can let users experience the video content like a demo in order to convey the value and appeal that can only be understood by actually using it to users who have never used it before. .
③Function update information
With SaaS services, one of the factors to consider when considering the introduction of a service is whether there are regular feature updates. You can judge whether the user’s needs have been identified and implemented as a function, and whether the usability has been improved through continuous updates.
On the website of “Sansan”, a cloud business card management service for corporations, there is a “Function update notice” under the CTA in the first view, where you can see information on feature updates.
④ Directions to other content at the bottom of the function page
At the bottom of the functional page, along with a CTA, there will be a link to other content for the purpose of navigating the site.
On the groupware desknet’s NEO site, usage cases and a list of other functions are installed at the bottom of the function page.
Three creation points from the perspective of the entire site
We will introduce key points when looking at the site as a whole, such as how to lead to function pages and how to display it with other content.
① Leading line from the top page
The path from the top page to the function pages is important. The key to creating a top page is to provide an overview of the product/service, and to direct those who want more detailed information to the lower pages.
When introducing the features of a product or service, first briefly introduce the main features on the top page. Then, on the function page, we will explain the main functions that were not fully introduced on the top page, along with the benefits to users and usage scenarios.
On the high-performance cloud POS register “Smaregi” website, the main functions are arranged with icons in the middle of the top page. When you click on the item you are interested in, you will be redirected to a detailed page that introduces the details of that function.
SmaRegi – Overwhelmingly high-performance cloud POS register that can be started for free using the iPad/iPhone app
Additionally, on the service site for the heat map tool “User Insigt,” when you hover over Gronavi’s “Features,” a list of functions will appear in
a pop-up
. When you click on the item you are interested in, you will be redirected to a detailed page that introduces the details of that function.
Heatmap analysis User insights – Web access analysis tool
②Make highly important information independent
Depending on the product or service, highly important information is introduced on a single page, independent from the function page.
The site of “BtoB Platform Infomart”, which provides cloud systems for billing, contracts, etc., has security information separate from the function page. Information such as measures against unauthorized access is compiled, allowing you to determine whether there are any risks in handling confidential company information.
About Info Mart security
In addition, on the labor management cloud smartHR website, information on collaboration with external services is introduced on a separate page. Various services are displayed, and you can check whether they can be linked with the services your company has introduced.
Features｜SmartHR｜No.1 market share cloud HR and labor software
③Publish along with the price
This is a case where features are introduced along with pricing information.
This pattern displays the functions available depending on the price plan. On the price page of the talent management system “Kaonavi” site, the functions available for each price plan are displayed. You can see which features are available with each plan, and which plan provides the features you want to use.
Prices | Kaonavi [No. 1 share] Talent management system that discovers the individuality and talent of employees and accelerates strategic human resources.
Additionally, pricing and feature information may be combined on the same page. The website of the economic information platform “SPEEDA” has a function/price page, and price information is introduced under the function information.
Features / Fees | Economic information platform SPEEDA
summary
- Since the functions and information required by the service differ depending on the user, it is important to introduce all the functions and aim for no omissions.
- When introducing the features of a product or service, first briefly introduce the main features on the home page. Then, explain each function on the function page, along with the benefits to users and usage scenarios.
- By showing the UI and operation images in videos, it is possible to give users who have never used the product a simulated experience like a demo in order to convey the value and appeal that can only be understood by actually using it.
- Depending on the product/service, highly important information can be introduced on a single page, independent from the function page.