Examples of the best B2B SaaS product screenshots, images, and illustrations

Looking to replace the plain product screenshots on your website? We collected examples of SaaS visuals that go beyond the old “screenshot in a MacBook” template. Apart from serving as inspiration, these examples will show you how to:

• warm up your SQLs ahead of the sales calls
• reduce dead clicks on screenshots
• make better use of your brand

#1 User Interviews product visuals

First up is User Interviews. They go for a cluster of edited interface elements (the filters + the persona tiles). The twist here is that they don’t show a complex flow that you have to go through. (We’re User Interviews customers ourselves.)

Instead, they show what’s possible in the product. The focus is on the diversity of the panel you can reach and the filters available to you. The rich icons in the adjacent text to drive attention your goals, rather than the “boring” functionality. It sets expectations. As a bonus, the image is animated, which helps User Interviews reduce dead clicks on product screenshots.

#2 How Stripe uses product screenshot collages to reduce dead clicks

Stripe uses a lot of mind-blowing animations for their site. They’re famously known for spending TWO WEEKS of a full-time designer to animate just the icons on the Home page.

But here’s what they do in the areas with static product images:

• use irregular layouts
• put screenshots in collages
• mix mobile and desktop mockups
• include screenshots from product interactions outside of the software (e.g. social media, email confirmations)

This tells visitors that these are just illustrations and they shouldn’t try to interact with them. And they’re still super informative about what the product does.

#3 Zapier chooses “flow illustrations” over product screenshots

Zapier is a hugely customisable product. As such, showing the interface might be hit-and-miss. What works better is an approach similar to what User Interviews did. But for a change, Zapier shows website visitors abstract flow illustrations.,

This grounds people in the capabilities of the product without relying on exact product screenshots.

It can be especially great for legacy SaaS which doesn’t look as pretty as the new kids on the block, or software that is just too complex to grasp from looking at static interfaces.

#4 Asana’s ICP product screenshots

Asana uses a blend of product visualisations, actual screenshots, and mixing them up as collages. But one thing that stands out is their ICP-centric section.

In it, they show a snippet of the product that captures all the essential information for that specific persona. Remember, Asana is another tool with a ton of features that you can customise. Showing people everything wouldn’t be as powerful as showing a marketer a fragment of a campaign launch roadmap.

#5 Figma’s repeatable product page layouts

Figma is another company that uses several of the best tactics – product GIFs, user interface collages, and more. But the one thing that makes their approach stand out is that they repeat the same layouts across different user personas.

In doing this, they ensure that “Figma” as a brand is the same thing for everyone. Clever.

#6 Airtable’s user journey graphics

Airtable also uses a range of the tactics we already described. But one of the unique methods they use is on the Product pages, where they show simple timelines and icons to communicate the platform capabilities.

In this example, they go from high-level on the Home page (generic product screenshots) to very focused graphics on the Product pages, figuratively showing the flow of individual use cases specific to your needs.

#7 ActiveCampaign’s rich stock photo animations

Have you ever had your Head of Marketing or other stakeholders ask for more people on the website? It happens all the time and it’s often a valid point. But the default solution isn’t to just use some out-of-context stock photos.

ActiveCapaign enriched their stock photos with visualisations of the workflows possible in their software. The stock photos anchor people to a use case scenario (“hey, that’s me!”) and then the overlay sets clear expectations for what they can do with the product.

#8 Product mockups we made for Courier Exchange

We’ve worked with Courier Exchange since around 2016, and their product changed drastically in that time. At some point, we needed to replace the old and tired “software screenshot inside of a computer screen” images.

We went for rich visualisations that combined user interface elements informing people about the platform and visual decorations. You can view all of them on live site and even have a peek inside the design system.