Landing pages are content specific webpages that users are directed to from AdWord or social marketing campaigns, letting them avoid having to navigate from your website’s homepage through to different product sub-categories. Because they hugely simplify the number of steps a customer has to take to purchase a product or interact with a service, landing pages are great conversion rate boosters.
Still, like creating any web page, landing pages require a bit of fore-thought and a good dose of experimentation. In this blog post, we’ll take a look at 9 pieces of design advice for a powerfully effective landing page. As always, your thoughts are welcome!
9. Call to Action
Landing pages serve one main purpose: to convince users to act on the offer you’ve made in your marketing campaign.
Make sure your offer and call-to-action is set apart from the rest of the page, so that it will attract the most attention, using plenty of white space. Under your call-to-action make sure spell out precisely what will happen when a customer fills your form.
8. Off-Page Promise
Your landing page should fulfill the promise that drives users to it in the first place. Make sure that your language is consistent with your ad, using all the same keywords, but elaborates on key points.
7. Design and Text
Landing pages tend to work best when they’re simple and direct, which may mean that they’re not as aesthetically elaborate as your website. For instance, avoid using a log of different font styles; consistency is the key. Furthermore, remove static images that you may have on your landing page. You want to focus on interaction, making use of every possibility there is for there to be interaction between your website and the potential customer. Keep your text short and to the point: Your landing page doesn’t need to go into detailed product descriptions; it should simply describe their key value propositions.
As far as images are concerned, it is a good practice to use them, but consider the following rules:
- Make sure that the images are not too large. The only purpose of any images you have is to add some color to the page, and to give a visual representation of what you are all about.
- Focus on images that describe the product or service.
- Use high-resolution, crystal-clear images. With IM Creator, images are automatically resized to be responsive, but make sure that your images are large enough to work on all screens.
- Finally, always remember to use captions. Adding brief descriptions will help users to get an instant understanding of what you’re offering.
5. Brand Validation
Adding visual brand validation by way of customer quotes and trust seals will help put users at ease. Use logos and well-established clients that have had a nice experience with you.
As with your other webpages, make sure to prominently add opportunities for social media interaction on Facebook, Twitter, Google+ and even YouTube. Providing plenty of options for shareability will help your offer go viral.
Sign-up forms often function as the key call-to-action on your landing pages, but getting a person to fill an online form in order to register with your website is not always an easy job. This is exactly why you should stick to the basics when placing a registration form on your landing page. Stick to First and Last name, e-mail, user, password and confirm password. Other information should then be filled after a particular person is a member in cases where it is needed.
2. Alignment and Consistency
Sloppy alignment and consistency can visually translate to an untrustworthy business for users, especially when they spend a fairly limited amount of time deciding on your legitimacy. Make sure that text, lines, and images are consistently spaced and sized.
Once you’ve got the design and content of your landing page laid out, it’s time to start testing. Ask friends and colleagues to go through each step of your conversion process, from your social media marketing campaign to check-out, and ask them to make notes on any moment in which they felt unsure or became trapped. If you still feel that you need more assurance that your landing page will convert, try out free online testing software, such as Five Second Test or EyeQuant
There you go folks, we hope we were of help. Let us know what you think via the usual medium below.