Before we list some of the best time tested tips and principles of landing page design. These concepts will help you understand the reasons behind landing page design and why they’re so important to implement.
What is a landing page?
A landing page is typically a single page that’s designed with only one purpose, to convert visitors to leads by offering something of value.
The design of a landing page differs slightly from a regular web page.
Almost all landing pages include a form or clear call to action, a few or no external links, an enticing offer, a list of benefits and social proof elements like testimonials. All these elements must work together to achieve one goal: to gather information and convince users to act.
Have a Clear Goal for Your Landing Page
What goal does your landing page serve? What do you expect your visitors to do after they arrive on your landing page? Do you want them to make a purchase or share some information by filling out a form? Or do you want them to sign up for the newsletter? Your landing page design and the content will largely depend on this goal.
Study Your Competition
Every business has competitors, and so do you. If your competitors are doing well with their landing pages, you need to know what tricks they applied and why their landing page is doing well. By closely studying your competitor’s landing pages and marketing campaigns you can replicate them and improve your own rate of conversions.
Know your Users
You also need to learn about visitors on your landing pages. What is the demographic? What are their typical preferences? What are their aspirations? An in-depth understanding of your target audience is invaluable for a great landing page that resonates with them and addresses their pain points.
Study & Analyze Traffic
It’s critical to know from where your audience came so you can tweak the landing page that appeals to different users. People coming from Facebook should be targeted with the different message than the ones coming through Google searches or LinkedIn. By studying different platforms and understanding nuances of each, you’ll be able to adjust your message and be more effective in converting different types of users.
Now that the core principles of building a great landing page are explained, we would like to explain the effective tips of landing page design.
Follow the tips below and learn how to make your landing page convert and generate more leads.
Create Clean and Clutter-free Design
Today the audience’s attention span is very short and is getting shorter all the time. Therefore it’s crucial to create a landing page that looks amazing and grabs user attention. Landing pages follow proven design principles that work on other mediums. These include the proper use of white space and visual hierarchy, proper selection of fonts, creating a balanced layout, etc.
It’s important to keep landing pages clutter-free. The layout should be well balanced with an emphasis placed on elements specifically designed for users to take action. Forms should be placed above the fold. Call to action elements should be designed with visible separation and contrast so they easily stand out from the rest of the content.
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As soon as users land on the page, they should know what is the offer and what they should do to get it. The overall design and all the supporting elements must work together to achieve this singular goal.
Write Attention-Grabbing Headlines
The headline is one of the most important elements that will determine if users continue reading or leave. On the web, most people tend to skim. One of the first things they’ll see is the headline. If the headline doesn’t grab their attention, they will quickly move on.
(According to Copyblogger, 80% of the visitors will read your headline – but only 20% will go on to finish the article. )
This is why your main headline should instantly grab user attention if you want them to stay and learn about the offer of your landing page.
Include Supporting Sub-headings
To support the main headline landing pages need to have sub-headlines. Your main headline should create interest, the supporting subheadlines must further deepen that interest and attention and to convince the visitor to stay on the page.
The subheadlines carry a high degree of persuasiveness, address common objections and answer questions users might have about the offer.
Actionable Call to Action
Call to Action or CTAs are extremely important for conversation. It’s responsible for sealing the deal and making users take action, This can be things like signing up for a newsletter, making a purchase or performing an action that was specifically created for that landing page.
As for placing the CTAs, it is always advisable to make them appear at the top, above the fold or any other place where they’re highly visible and stand out from the rest of the content.
When designing CTA buttons, always make sure they are appropriately sized to allow easy finger taps or clicks on all screen sizes. They should be one of the first things users notice when they land on the page.
Explain the Benefits
The landing page should make a unique value proposition and list benefits that are clear and easy to understand. Never include a long winding paragraph full of jargon or boring information. Explain the benefits using bullet lists, icons, and other types of visual elements. Make it eye-grabbing and engaging. If possible use video testimonials, charts, and other interactive elements.
Perform a/b Testing To See What Works
Finally, make sure the landing page delivers and resonates with your audience, Test it to find out what works better. Perform A/B testing to see how different elements impact the conversion rate of your page. When you carry out these tests and analyze the results, you’ll get a clear idea of what works and what doesn’t. And based on these findings you’ll be able to keep improving your designs and increasing your conversion rates.
Conclusion
Since landing pages remain to be one of the most important conversion tools for business websites, you cannot afford to make mistakes when designing them. If you study other successful landing pages, learn about design principles and properly apply them, you’ll be able to excel at creating effective and highly converting landing pages for your business.
Paul Osborne is Chief Technologie Officer of Cerdonis Technologie LLC Mobile app development company having a team of experienced iOS & android app developers who can develop a custom mobile app as per business needs. He loves to spend his spare time reading about new technologies and write an informative article for other app developers.
