A landing page is a key part of a business’ online marketing arsenal. It is an expertly designed web page that serves to engage the user into following through a conversion funnel.
How should it work? The user looks for something specific and their search brings them to the business’ landing page. The page then provides the exact information that the user is looking for, and goes on further to engage the user towards lead generation.
Not all landing pages are created equal. So what elements then, make a landing page great?
Once a user clicks and opens the landing page, it needs to survive the 5 second Blink Test. 3-5 seconds is all a landing page has to grab the user’s attention, make them want to do something and avoid abandonment. Fail at sparking interest and the business could miss out on revenue and client conversion . This is where design and usability becomes crucial. Here are some key factors to keep in mind when designing an effective landing page:
- Ensure quick content load time. This page needs to be designed so that its contents load quickly enough to keep the user’s interest on that page.
- Arrange the page in logical visual hierarchy. Understand what order the user will follow when looking at the page, and design the page to support this order.
- Put the call to action above the fold. Putting the call to action anywhere that a user needs to scroll downwards to find is a recipe for disaster. Keep the call to action above the fold. Some say that it is actually most effective to put the call to action at the fold.
- Use buttons for the call to action. Buttons have become conventional UI controls that users all know to click. Don’t reinvent the wheel. A well-designed button helps to draw the user’s focus towards the call to action.
- Use a high-contrast foreground color for the call to action. If the call to action has a bright color relative to its surrounding background, it will jump out at the user and attract their attention.
- Implement graphical elements strategically. Use icons, arrows, and relevant images to direct users to the call to action area of the landing page.
- Add trust elements. Including trust elements such as reviews, testimonials, awards and business certifications in areas that complement the call to action adds to the effect of the landing page.
- Limit the visitor’s options. Always “Keep it Simple, Stupid!” Employ the principle of KISS by keeping the goal of simplicity in mind when completing a landing page design. It will do its job better if the user’s only option is to complete the call to action. Make sure tempting outside links, ads and anything else that will make the page look busy don’t find a place on the landing page.
Content ensures that a clear message is communicated. Good content catches the attention of both the search engines and the user, which is what ultimately guides the user to the landing page. Once there, relevant content functions to educate and persuade them towards conversion. Here are the content must-dos for a great landing page:
- Ensure content matches the language of the ads or links. The user clicked on an ad or link of interest to land on this page. The last thing they want is to see is information that is irrelevant to their search.
- Lead with a gripping headline. Users have learned to scan when they read online. A gripping headline that is relevant to their search makes them read on.
- Throw in a video. Since search engines continue to place emphasis on blended results such as videos and images, throwing in a video will likely help the landing page rank better with search engines. And as humans learn better visually, a good video will help to convince the user to commit to a conversion.
- Show the benefits. Tell the user how the proposition will benefit them. Entice them with bullet points to show what they will learn and gain by opting in the offer.
- Give some to get some. Give something away without requiring any sort of signup. Separate the call to action from a totally free download to show users that a business is willing to share—with no strings attached.
- Add content below the fold. It may be true that anything below the fold may not be read by the user. But having real, organic content below the fold will provide the landing page with a SEO boost, giving it a chance to rank higher with the search engines. Using short paragraphs, staying relevant to the user’s keyword search and continuing to provide good content will further that trusting bond with the user.
The landing page is designed and the content crafted. What next? To ensure that a landing page is doing its job, it should be monitored and tested. The data retrieved can be analyzed to improve a landing page’s results. Here are the functions to pay attention to when monitoring and testing the performance of a landing page:
- A/B test landing pages. Experiment with A/B split testing to improve SEO optimization and conversion rates. But make sure landing page B does not get indexed by the search engines to avoid getting penalized for duplicate content.
- Note the bounce rate. A high bounce rate would indicate that the landing page’s design does not allow for a clear navigation to the call to action, or the content does not match the language of the ad or hyperlink the user clicked on to reach it.
- Examine the visit duration. The longer the visit duration, the more interest the user may have in the landing page. But this may also mean that the page is confusing, which requires the user to spend a longer time to find the information they need.
- Inspect the unique visitors. A high amount of unique visitors indicates the success of the landing page at delivering traffic. While this doesn’t promise conversion, it does indicate whether the ad, SEO and design are doing their jobs to bring users to the page.
- Tally the conversion rate. This measures the overall effectiveness of the landing page, and is the calculation of the rate of unique visitors compared to completed conversions. Low conversion rates would trigger the business to re-examine everything about the landing page, from its design and content to its actual offering.
Ready to make a landing page? Combine good design with relevant content, and then remember to test and tweak it to bring maximum response. We hope our tips on how to make the best landing page design will help to create traffic and conversions for your business.