B2B SAAS LANDING PAGE · PRE-LAUNCH CASE STUDY
Turning ad clicks into free trials for an inventory sync platform
Flow Stocks is an inventory sync platform for online retailers who sell on several channels at once. I designed the paid-traffic landing page that turns a seller’s click into a free trial, answering the doubts that stop a busy retailer from trying new software before they reach the button. This is a pre-launch design and strategy case study, so the numbers on this page are industry benchmarks, not campaign results.
ROLE
Marketing Designer, end-to-end
TRAFFIC
Google Search and Meta ads
TOOLS
Figma and Framer
DELIVERABLES
Design & Development
TIMELINE
1 week
THE BRIEF
An inventory tool in a category sellers see as too much work
Flow Stocks keeps inventory in sync across Shopify, Amazon and other connected sales channels, so a seller only ever sells what they actually have. The obstacle was effort, not interest: sellers already feel the pain of overselling, but a new system sounds like another project they don’t have time for. The landing page had to prove that setup takes minutes and starting is easy, for someone who is mid-day, mid-order and one refund away from caring. Every ad click that doesn’t turn into a trial is wasted ad spend, so the page had to answer the visitor’s doubts before they left.
THE PROBLEM
WHO WE'RE DESIGNING FOR
Five objections, in the order they surface
Online retailers selling on more than one channel feel overselling as lost money and angry customers. They arrive from a search or social ad, they are busy, and they distrust tools that add work. They will start a trial only if setup looks fast and the payoff is clear.
WHO
I’m a store owner selling on Shopify and Amazon
I’m an operations manager keeping the numbers straight
I’m a founder with stock to track across channels
WANTS TO
stop selling stock I don’t have
get out of the spreadsheets
see every channel in one place
SO CAN
end refunds and angry customers
spend the week on growth, not reconciliation
stop fixing stock problems by hand
THE OBJECTION
Do I really have this problem?
Is this another long setup project?
Will it work with my channels?
Will it actually save me time and money?
Can I try it without a commitment?
ANSWERED BY
Hero: the headline names overselling, and illustrated cards show it
Live in 10 minutes. No technical setup.” with three steps
Hero and step one name Shopify, Amazon and other supported channels
Three result lines and a founder quote with a hard number
One “Start Free” button, repeated at the close with a short promise
STRATEGY
Three decisions the whole page hangs on
The pain and the fix in one line
The headline pairs the outcome with the problem: keep every channel in sync, stop overselling. The visitor sees both in one glance, and one button offers the way out.
Setup is the product
For a busy seller the real objection is effort. “Live in 10 minutes” gets its own section with three steps, because a fast start is what makes a free trial feel easy.
Three outcomes, not a feature list
The feature section is cut to three outcome cards, each ending in a result line. Fewer claims make each one believable.
AD MATCH
The ad and the page say the same thing
The ad promises to stop overselling, and the page opens with that exact promise and a free trial button, so the click feels like a continuation instead of a new pitch.
DESIGN WALKTHROUGH
Six decisions, and what each one was for
DESIGN SYSTEM
Built for four ad angles, not one page
One landing page was the deliverable. Four were the plan: one per ad angle (overselling, setup speed, time saved and one view of every channel), swapping the headline, the hero proof and the first section. That only works if the page is assembled from tokens and components rather than drawn.
Forest 900
#08301F
Forest 700
#0B3B2A
Lime 400
#C6F24E
Lime Ink 700
#4A6B14
Cream 100
#F5F3EA
White
#FFFFFF
Ink 900
#101410
Ink 500
#5A625A
Line 200
#E4E6E0
The accent is a signal, not a decoration. Green marks the free trial button and nothing else, so against a blue and white page the next step is never in doubt.
OFFER
One button, no form
The page asks for one thing: start free. There is no form in the hero and no demo call to book, so the commitment stays small. Self-serve trial pages have a median conversion rate of 4% to 10%, while SaaS landing pages overall convert at a median of 3.8%.
TRUST
The same promise, at the hero and the close
The page makes its setup promise twice, once under the first button and once under the last, because doubt is highest right at the button.
Both buttons carry the same short promise.
The hero button and the closing button each sit above a one-line reminder that setup takes minutes, so no visitor has to scroll back to remember it.
COPY
What the page was still missing
A visible price line. The page never says what happens after the free trial, and one line would remove that doubt.
A short demo clip. A silent 20-second loop of one sale updating stock on two channels would prove the sync faster than any sentence.
Sourced results. The result lines and the founder quote are stronger when each links to where it came from.
What I'd change
The illustrated cards near the top carry no words, so a visitor can’t tell what they are showing. I would add a one-line caption to each pair that states the problem and the fix.
What I'd test next
I would test two headlines against each other: “Keep Every Sales Channel in Sync. Stop Overselling.” against “Stop selling stock you don’t have. Start free in minutes.” I would split traffic 50/50 and wait for at least 1,000 clicks on each version before choosing a winner.
MEASUREMENT
How I’d measure it
Main metric
Conversion target
Mobile vs desktop
Second signals
The share of visitors who click Start Free and begin a trial.
4% to 10%, the median range for self-serve trial pages, with best-in-class pages at 12% to 18%.
Free-trial pages convert at 8.6% on desktop and 5.8% on mobile, so the mobile page is where to look for losses first.
How far people scroll to the setup section, clicks on the three setup steps, and trial starts that never connect a channel.
These are industry benchmarks, not campaign results.
That's the whole problem I work on. If you're spending on traffic and the page isn't converting, I'll tell you what I'd change before you hire me.
hellokibriya@gmail.com
