Progressive disclosure of information is a principle that comes from UX design.

According to Jakob Nielsen:

“Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.”

In short, you reveal only the key features at first. As users grow more interested in the platform, they may access advanced features.

Professionals use this principle to manage and simplify software complexity. The goal is to make sure people can learn and use it easily. After all, bombarding users with too many options in the beginning can be overwhelming.

You can apply the same dynamic to SaaS messaging to reduce information density. As Nielsen notes:

“Websites have grown so complex that progressive disclosure is a good idea for many information-rich sites.”

In SaaS messaging, progressive disclosure involves revealing information gradually.

You can present key information first. As people show more interest, they can gradually discover complex details. They can also access in-depth content to support their buying process or user journey.

You can apply this principle across all touchpoints.

Example #1

First-time website visitors don’t need an extensive breakdown of features. But they have to understand what the software is about. They might feel overwhelmed if the homepage contains technical info about advanced features.

They should be able to access this info if they want to, but only if they’re ready to learn more. For their first interaction with the product, they need a clear overview of the platform’s value and essential characteristics.

Example #2

During demo calls, it might be too much if you discuss deal details, such as terms and conditions. The focus should be on showing relevant features that align with the prospects’ needs.

You can have this conversation later. And only if and when the prospect showed interest in closing the deal.

Example #3

When onboarding new users, they don’t need to learn every feature right away. Instead, focus on the essential steps that get them started quickly. Introduce info about advanced features as they become more familiar with the platform.

This way, users won’t be overwhelmed during the onboarding process. At the same time, they’ll be able to discover, explore, and learn to use new features.

Progressive disclosure involves reducing the information load. This happens by showing only the key details someone needs depending on their buying stage.

The mechanics of disclosure

There are two types of progressive disclosure.

The first one is user-controlled:

• Leads and users explicitly control the flow of information.
• They choose if and when to reveal more details—by clicking or toggling—when they need it.
• They manage the info density by deciding how much detail to access at any given moment.
• Example: You can list a feature on the homepage along with a ‘Read more’ link. This link opens to a new page dedicated to explaining that specific feature.

The second one is process-controlled:

• Leads and users don’t control access to additional information.
• They can access more details only when they signal interest or take a specific action.
• Example: SaaS companies may gate advanced compliance documentation until a purchase is made.

It’s never about choosing one type over the other; it’s usually a mix of both, depending on the context.

To consider

Progressive disclosure allows you to categorize and prioritize the information you share. You can do that depending on the specific needs each buying stage has. This is the go-to solution for managing info density, making it less overwhelming.

But this solution comes with challenges.

First, you have to identify each buying stage. This process goes beyond the broad classification of website visitors, leads, prospects, and users. For higher accuracy, go granular and segment each stage into highly targeted groups. For example, you can segment users into:

• Beginners
• Intermediate
• Advanced

This segmentation will allow you to disclose information properly depending on the specific needs of each group.

Second, is to identify key information that is 100% relevant to each segment. At the same time, hide the secondary info for later exploration.

Always ask yourself whether a specific detail is relevant to your buyers and help them to:

• Achieve their goals: e.g., learn what the software is about and how it works, etc.
• Continue the exploration: e.g., learning more about the software at their pace.
• Make a decision: try the free trial, contact sales for a demo, purchase a plan, etc.

You should never include information that isn’t helpful for a specific buying stage. The details you share should always support people’s journey through the funnel. Guide them without overwhelming them at any point.