Library ／ B2B & SaaS ／ LP trends
B2B & SaaS landing page trends: common appeals, offers and structure
We analyzed 17 public landing pages from 5 B2B & SaaS advertisers and counted which appeals, offers and sections they use.
Most common appealEase & time savingUsed by 98% of advertisers
Most common offerBrochure request & downloadUsed by 91% of advertisers
LPs showing a price62%Share that state a price or discount
Sections8Per page (median)
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Typical structure (top to bottom)
- First view
- Problem
- Results
- Features & ingredients
- Pricing
- Sign-up (CTA)
- FAQ
Sections found on the LPs of at least 30% of advertisers, in the order they usually appear on the page.
| Section | Share | Usual position |
|---|---|---|
| First view | 100% | Near the top |
| Sign-up (CTA) | 73% | Near the bottom |
| Features & ingredients | 62% | Middle |
| FAQ | 58% | Near the bottom |
| Pricing | 55% | Middle |
| Problem | 53% | Near the top |
| Results | 35% | Middle |
| How it works | 25% | Near the top |
| Experts & media | 22% | Near the bottom |
| Testimonials | 20% | Near the bottom |
| Solution | 12% | Near the top |
Common appeals in B2B & SaaS
Low price
30%
marks the average across industries.
Common offers in B2B & SaaS
Subscription
0%
marks the average across industries.
About these numbers
- Based only on landing pages that advertisers selected by Doyle publish openly. No ad performance data from Doyle users is used.
- Each advertiser counts equally, so one company with many pages does not skew the result (we average, across advertisers, the share of each advertiser's pages that use it).
- Appeals, offers and sections were classified by AI from the page text. 68% of sections matched a standard type.
- These figures show how pages are built, not which ones sell best. They change as more advertisers are added.
See B2B & SaaS landing page examples
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