Empty States That Get SaaS Users Started
New users see your product at its emptiest: no data, no history, no results. A blank screen with ‘No items yet’ wastes the moment they are most willing to try something.
What is a good empty state?
A good empty state explains what will appear on the screen, shows why it’s useful, and offers one clear action to fill it, such as creating the first item, starting from a template, importing data or exploring sample data. It turns a dead end into the next step of onboarding.
What does a weak empty state look like next to a strong one?
The weak version below tells the user there is nothing there. The strong version tells them what the page is for and gives three ways to start, including templates for the most common jobs.
Reports show revenue, pipeline and churn by month, so you can share one link with your team.
Templates and sample data matter most when the user has to imagine what ‘good’ looks like. Seeing a finished example is often faster than reading any instructions.
What types of empty state are there?
There are four common types, and each needs different copy. Design all four for every main screen, because users will meet them at different moments.
| Type | When it appears | What to show |
|---|---|---|
| First use | New account, nothing created yet | Value, one action, templates or sample data |
| No results | A search or filter returns nothing | What was searched, how to widen it, clear filters |
| Cleared | User finished everything, such as an empty inbox | A short positive message and what’s next |
| Error or no access | Data failed to load or permissions block it | What happened and what to do, such as retry or ask an admin |
Should you use sample data?
Sample data helps when users need to see the product working before they invest effort, especially for analytics and reporting products. Label it clearly, make it easy to remove, and never mix it with real data in exports or billing. Combine it with an onboarding checklist that leads to real data; see onboarding UX. No-results states for search and filters are covered in tables, search and filters.
Never show an empty screen without a next step.
Every blank page is a chance to teach the product. Use it, or users will leave to find something that already works.
How should empty state copy be written?
Write empty state copy in three parts: what this screen is for, why it matters to the user, and the action. Keep each to one short sentence, and name the button with the action, not ‘Get started’. More examples are on error messages and microcopy, and the full review list is in the UX audit checklist.
Frequently asked questions
What is an empty state in UX?
What a screen shows when it has no data yet, no results, or nothing left to do.
What should an empty state include?
What the screen is for, why it matters, and one clear action, plus templates, sample data or import where useful.
Should SaaS products use sample data?
Often yes, if it’s clearly labelled, easy to remove and kept separate from real data.
What is a no-results empty state?
The message when a search or filter returns nothing. It should show what was searched and how to widen it.
How many actions should an empty state have?
One primary action, and at most one or two alternatives such as import or templates.
Why do empty states matter for activation?
New users see them first. A clear next step moves them toward the first result instead of leaving.