1. Acquisition  >  Use Directional Cues

Use directional cues to reduce SaaS churn

Providing visitors with necessary visual cues on your landing page is essential for conversions. Such cues guide visitors to the most crucial parts on your landing page so they can take the desired action.



Keap has used arrows exceptionally well to direct visitors to different features of their software. Visitors don’t feel lost and they stick with the arrows.


Basecamp has a tiny but noticeable arrow pointing to the signup form. The arrow is visible and visually pleasing because it has enough white space around it.


Lumosity uses interactive elements on their landing page as directional cues that keep visitors informed and hooked.

How to use the technique

  • Use visual cues to achieve your goals. This is critical. Hook visual cues to your landing page’s goal and direct visitors to the right path and help them reach the destination on the page. Not sure how to set goals for your landing pages, check out our free churn optimization framework.
  • Create an imaginary path on your landing page that visitors should follow to convert. Add visual cues on the path to direct visitors.
  • Use arrows as they're best at providing directional cues. Adding appropriate arrows will grab the visitor’s attention and will persuade them to convert.
  • Use human visual cues. This works best for reducing churn. An image of a real human pointing to the appropriate CTA, a person looking in the direction of the CTA, etc. are good examples.
  • White space makes a great directional cue because it grabs attention almost immediately. Any element having a lot of white space around it will catch visitor attention. Use it to reduce churn.
  • Heatmaps best explain how your visual cues are performing. It’d be best to use heatmaps (and other data) to measure the performance of visual cues. Our free churn optimization framework is here to help you get started immediately. 

Mistakes to avoid

  • Having multiple visual cues on a single landing page. A visual cue is used to direct visitors to follow an imaginary path. Having more than one path will make it messy. Stick with one goal per landing page rule to avoid this mistake.
  • Not focusing on conversions. Are directional cues pointing to the CTA? If not, you aren’t helping visitors.


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Research evidence

A study measured the trust factor of health websites and found that as much as 94% of all impressions are design-related. This means visitors don’t pay attention to the content rather they will look at the design to develop their ‘first impression’ of a website. Visual cues and elements were found to have the highest impact on a visitor’s perception of the credibility of a website.


This is how much of the first website impressions are design-related. People mention visuals first! 

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