Some companies build their software on linear processes. Their users must follow a sequential, step-by-step flow.

The linearity of a platform depends on the problem it solves.

Take a webinar platform as an example. Users can’t set up attendee engagement activities without configuring a webinar first. There is a specific flow they can’t break.

Let’s take a closer look at it. To use the webinar software, users must follow these steps sequentially:

1. Create a webinar
2. Configure webinar settings (agenda, time, duration)
3. Build the webinar landing page
4. Set up email notifications for attendees
5. Set up engagement activities (handouts, Q&A)
6. Host the webinar
7. Visualize attendance analytics
8. Access engagement analytics
9. Send follow-up emails to attendees

As you can see, all actions need to follow a set order. Users can’t skip any step.

That’s how linear SaaS platforms work.

Linearity and SaaS messaging

Software’s linearity can easily translate into messaging.

Marketing, sales, and CS teams can build messages around the platform’s logical flow.

For example, the marketing team can break website copy into sequential sections that mirror the linear user’s journey through the software.

This makes it easier for people to understand how the product works and how to use it.

Why does linearity have this effect?

As technical writer Tom Johnson notes, “Linear processes are easier to follow. Our brains are wired for linearity and have difficulty making sense of non-linear systems.”

Linearity in messaging reduces people’s cognitive load. It also changes perceptions about your software. It makes it seem friendly and easy to use.

Achieving linearity in messaging is easy when you’ve built linear software. You can simply mirror the software’s linearity into your messages.

Understanding non-linearity

But what should you do if you’ve built a non-linear platform?

Just like linearity, software non-linearity is determined by the problems it solves. There are countless non-linear software types. Here are a few examples:

• CRM: Users can create and access different modules like sales, marketing, service, and analytics in any order.
• Enterprise resource planning: Different departments may use various modules independently. Processes may often intersect in complex ways.
• Project management software: They support interdependent processes, which can happen simultaneously or in varying order.
• Design software: Users can jump between projects, assets, and editing tools non-sequentially.
• The list goes on.

Non-linear platforms usually combine the following characteristics:

• Multiple workflows: Users can manage different tasks simultaneously. They don’t have to complete one task before starting another.
• Interconnected modules: Changes in one module automatically impact other modules.
• Task flexibility: Users can adjust and reorder tasks as needed. They are not confined to a fixed sequence of actions.
• Iteration and cycles: The platform supports ongoing revisions and feedback loops. This allows users to revisit previous stages and make adjustments.
• Multiple entry points: Users can begin their interaction with the platform from different points. This depends on their specific role or task.
• Dynamic customer journey: Customers can interact with the platform at various touchpoints. There is no single, predetermined path.

The risks of non-linear SaaS messaging

If you mirror your software’s non-linearity, you’ll end up with non-linear messaging. This may result in unwanted consequences such as:

• Higher cognitive load: Non-linear messaging can overwhelm people. It can also make it harder for them to process information.
• Confusion and frustration: If the messaging lacks a clear flow, people may overlook the software’s value. They may also misunderstand how it works.
• Negative perception: Non-linear messaging may distort people’s perception of the software. They may see it as unreliable and difficult to use.
• Lower conversion rate: Non-linear messaging may result in disconnection. People may be less likely to engage with the platform or fully explore its features.
• Unmet expectations: People might misinterpret what the software offers or how it functions. This will lead to disappointment when their expectations aren’t met.
• Higher churn rate: The lack of linear instructions will lead to inefficient onboarding. As a result, users won’t derive the value they need, and leave the platform.

What can you do to keep this from happening?

There’s just one answer.

Creating the illusion of linearity

The illusion of linearity is a communication strategy that simplifies the presentation of complex SaaS platforms. This strategy involves organizing and presenting platform information in a sequential, step-by-step way. By doing so, you create the perception of linear flow.

The illusion of linearity helps users gain a clear understanding of how the software works. This happens even if the software itself is based on non-linear processes.

As Tom Johnson highlights, “[…] even if a process isn’t strictly linear, I look for ways to depict a linear map to simplify the task [...].”

You can create the illusion of linearity in your messaging by applying different techniques.

Here are some of them:

Build messaging around modules

Software modules refer to self-contained sections that provide specific functionality. You can group your features into modules. This approach helps create the illusion of linearity.

Here’s what linearity looks like when grouping the features of an HR software example:

• Finding talent: Show how this module simplifies the recruitment process.
• Employee onboarding: Explain how this module helps manage the onboarding process.
• Billing and invoicing: Show how this module allows HR teams to track compensation.

Build messaging around user profiles

Let’s say a CRM helps marketing, sales, and CS reps. When this happens, one can create the illusion of linearity by crafting stories for each role. Here’s what this may look like:

• Marketing reps: Show how people can manage campaigns and track lead generation.
• Sales reps: Show how the sales team can prioritize leads, track deals, and close sales.
• CS reps: Show how the CS rep can manage support tickets, and run upsell campaigns.

Build messaging around use cases

If your platform covers multiple use cases, create messaging highlighting the sequentiality of each of them. Here’s what the illusion of linearity based on use cases looks like for a CRM:

• Lead management: Show how users can capture, qualify, and nurture leads.
• Retention: Show how users can track engagement and deploy retention campaigns.
• Analytics: Explain how the software simplifies data gathering and reporting.

Build messaging around workflows

Organize your messaging to follow common workflow stages. Guide users through each part of their journey in a logical order. Here’s what the illusion of linearity based on workflows may look like for a project management platform:

• Planning: Show how users can set goals, allocate resources, and define project milestones.
• Execution: Explain how users can assign tasks, collaborate, and track progress.
• Review: Show how users can assess project performance and generate reports.

Craft messages that follow a linear narrative. You can use multiple strategies—such as structuring around modules, user roles, use cases, or workflows—to create the illusion of linearity. By doing so, you’ll reduce people’s cognitive load and improve their understanding.