In the digital environment, business firms across different industry verticals are competing for success. Creating a high-quality landing page is crucial for marketing campaigns.
A visually appealing design can boost conversion rates and lead to strong customer engagement.
In digital business landscape, home pages are the most commonly used landing page, and they need to be attractive.
If your landing page loads for less than a second, the conversion rate is higher. The design of this page should complement the marketing efforts, and it should not take more than a second to load.
Importance Of Landing Pages
Landing pages are typically not the home page of a website. They are designed to draw customers in, and as such, often include more visuals and less text.
Landing pages are designed to make your customers more likely to buy something. It directs traffic and turns it into leads. The sales and conversion related tasks of a landing page could also include:
- Growing your subscriber list
- Capturing data and insights using forms
- Increasing leads and sales
- Promoting new products
Design Practice Recommendations for Landing Pages
Landing pages are different from other pages because they must handle a niche, often with an interactive design. For instance, if you sell running shoes, your landing page will handle sales and marketing rather than be merely informative.
Here are some guidelines for designing a powerful landing page, which you might find beneficial to know.
Less Is More
A minimalist design creates an appealing landing page. The trade-off is visual simplicity but they are always good for maintaining the visual appeal of your landing page.
Here are some great features to help you have a simpler website.
- Ensure good aesthetics on your site by including white space and integrating graphics with text.
- Having a well-balanced website design is important. Make sure there is an appropriate contrast and combination of images, graphics, animations and text to make a good layout.
- Place your design elements in such a way as to guide the visitors so they do not miss the CTA. When important information is covered by heavy graphics, it might distract them.
Enticing Visuals
You need a landing page that is visually compelling enough to capture and maintain the attention of your visitors. If they don’t explore your offerings, they’ll likely just hit the back button.
Through videos and images, you can provide information about your products to your customers. The process will help you promote a personal rapport with visitors.
Here are some interesting facts about visuals on your website:
- When you create a landing page, it only takes 8 seconds to “make an impression” on the viewer. In order to help your word choice, it is important to provide relevant visuals.
- A research suggests that 71% of the respondents believe that videos produce a higher rate of conversion as compared to other content.
- Videos also help with SEO but can also be used in place of long-winded content.
Using The Right Colors
The role of color in marketing is significant, as it can make customers want to buy a product. Color has a powerful role because it can make the customer want to act or feel the desired way.
To improve your conversion rate, use color palettes that match the interface. It will guide the visitor’s actions and establish clear action paths throughout your website.
Use these tips when incorporating colors on your landing page:
- Having the right balance of typography can help readers understand the content on your website. You will want to make the font size readable while still attracting the attention of readers.
- Colors of a palette should complement each other. With the use of complementary colors, you can create an attractive design.
- You should match colors to your desired message. For example, green might make viewers feel trustworthy, calm or safe. It is extensively used for finance products.
- When targeting a multiplicity of demographics, understand that colors have different interpretations in various cultures. Therefore, a uniform color may not work for all users.
- Colors have different meanings to different people, so you can’t ever choose a color palette that suits everyone.
Responsive Web Design
Responsive websites have become the new standard in the industry, as your landing page should provide all users with a similar content experience. Landing pages now need to incorporate responsive features.
Landing pages should be easy to read and mobile friendly for conversions purposes. A freestanding landing page might also be appropriate in certain situations.
Here are reasons why your landing pages have to be responsive.
- The large influx of mobile traffic means that your website will benefit if its landing page is responsive. This can be done by installing a responsive web design template, or by designing your site to be optimized for all devices.
- When your landing page is fully responsive, it enables the same content on desktop and mobile devices.
- Responsive landing pages are less complex, which makes them easier to develop.
- In order to inform visitors on what your content is all about, you need to include it in the landing page of your site. For products or services, you will need to develop appropriate content.
Provide Content That Makes a Difference
Be concise in your content so that the reader is captivated by the short amount of time they have to process it before their attention span disappears. Use a language that is straightforward and simple, yet incorporates your value proposition within it.
Capitalize on this opportunity to increase your conversion rate. Use the heading on your landing page to communicate with customers, and ensure they see the first element of text on your site that is most relevant to them.
Heading
Your headline should be very clear on the benefits of what you’re offering. The headline should be able to tell visitors the benefits of what you’re offering quickly. You have to capitalize on this opportunity in order to increase conversion rate.
Subheading
To be effective, content needs to be scannable. My article will introduce what makes me stand out and some ways to encourage engagement with your readers.
On the landing page, you may use a different perspective or angle under each subhead to describe your products. Sometimes, business owners choose to present their value proposition and real offer in headings and subheadings, respectively.
Call To Action
Choose a color scheme that complements your desired CTA. If you are unsure, it is recommended to conduct an A/B test and see which color attracts more users.
Placement of the CTA button is important. Consider how it will affect traffic, including animation and color to keep visitors engaged.
Double check that the CTA corresponds logically and textually to the headings and subheads. If the user already has an account, they must enter their login credentials by clicking a button to log in.
The headline of your message and the CTA need to be well-aligned in order to avoid any confusion for your visitors.
Use Forms for Lead Generation
A form on a landing page should not frustrate potential customers, so it should be as brief as possible.
Your best option is to collect only essential detail, like email address, name, and telephone number. The visitor will be happy to furnish these basic details.
Sometimes, visitors might not be interested in filling out your form if it requires a contact number and date of birth. Keep registration short and easy to complete.
Establish a Solid Identity
A landing page should include compelling features such as testimonials. You want to establish trust and a positive psychology impression in your visitors.
Ensure you are portraying your company and brand in a positive light. Good reviews, recognition and outside endorsement will help you do this.
Brands that are successful market themselves by mentioning the coalitions and groups that they are a part of. These are indicators of approval, which make sure your customers have a positive image about your brand. This helps them move down the funnel and get converted.
Bottom Line
You have to test the efficiency of your landing pages regularly. When you have a lot of landing pages, the chance of conversion is higher.
If you have between 10 and 15 landing pages on your website, that means your lead generation will increase by 55%. It’s important to test which of the landing pages are performing better, based on A/B testing.
You need to consider all the elements on a website, such as headings, CTA color and placement, placement of blocks on the page, press quotes and testimonials, navigation links, and buttons.
Make it easy for your customers to share the content you’ve created with their friends. Including buttons to link to social networking sites on your landing page will turn it into a powerful tool for marketing your website.
