A landing page is a core element of your business website in terms of lead conversion and building credibility. This is where a customer journey starts off, and therefore the first appearance speaks volumes of your brand value. On top of that, 48% of respondents consider web design to be the most essential part affecting the website credibility.
Measuring the effectiveness of your landing page
What does it take to design an actionable landing page?
There are some techniques every web designer should follow to create an efficient landing page that converts. If your company does not have an experienced web design specialist yet to ensure your commercial website drives sales, we are here to help you indicate an issue, if any.
Have a look at the most crucial website design features we’ve boiled down in this article. That’s will help you to check if your eCommerce project can brag about a perfect landing page. In any case, you will get a general picture of what has to be done in order to increase performance and drive revenue to your website.
Organizing your landing page is a starting point, where you should arrange all the necessary content and UI elements. So that prospective customers can intuitively understand your business message.
The content you are about to use must be concise, relevant, smooth to navigate and meet the customers’ needs and expectations.
The structure of an effective landing page consists of a heading with several subheadings. The body of the text with crystal clear message to your website visitors, and a footer with contact info.
Do not overload your landing page with superfluous details, as they can just distract leads’ attention from the essential information you are going to convey.
2. Responsive design.
Multiple reports and surveys in recent years have showcased that it is way more important to target your audience via mobile devices. More and more people lean to do their online shopping with smartphones, while they go back home from work or just have some spare time.
Mobile gadgets may vary in screen size and resolution, so let your design team conform your landing page to be equally displayed across various devices. It will create the greater user experience and boost your conversion rates.
Visual elements are a key driver to the surefire success of any business landing page. Here is where your designers can show their skills and flair to the fullest. There are some design techniques that help you make your landing page look pitch perfect.
Color and Contrast. Different colors and hues convey different emotions and connotations. Pick your brand colors wisely to attract and not to scare away your potential customers.
White space and encapsulation. These are classic methods to make your prospects focus on the details you want them to. In each case you put the points of interest of your landing page within a sort of frames, thus making these spots more visible to the eyes of website visitors.
Imagery. Carefully picked images can enhance your landing page effectiveness and greatly improve the user experience. Many website visitors prefer to scan on-site pages, not to read them. This makes visuals even more important for meaningful landing page design as an image can speak much more for your brand than any words can do.
4. Calls to action.
For the uninitiated, placing a CTA button on a landing page seems to be a no-brainer. However, only a good UI/UX designer knows how and where a call-to-action button should be put to increase conversion rates.
For instance, if your landing page is scrollable, the CTA button is better to be placed above the fold. Also, a great thing to do is to get rid of flat design, empowering all your action buttons on the landing page with skeuomorphic design instead.
Video inlets, which are actually part of visual aids, have now gained much traction among UI/UX design professionals. They have a huge impact on creating positive customer experience and literally can attract new leads making them come in droves to your business website. Try to generate your own video clips to make your brand stand out from the crowd of competitors.
Remember to make all the design elements on your landing page help you improve brand identity and credibility. Your corporate logos and colors must reassure your prospective customers that your company is reliable and worth to deal business with.
Do not forget to place any social proofs you have, like badges, existing customers’ reviews and other to vividly show your brand value and trustworthiness.
7. Benefit offers.
To up your conversion and loyalty rates, you need to improve your landing page with alluring sweepstakes, giveaways, discounts, and other bonus offerings. Customers love being treated like this. They feel your personalization touch and are much more inclined to become your returning clients.
So try to find some extra space on your landing page for special offers for newcomers to your website. And some exclusive loyalty bonuses for current customers to improve engagement and retention.
Feel free to download our wrap-up checklist to get hold of the most essential web page UX design techniques you need to build a robust landing page for your eCommerce project.
Originally published September 19 2018, updated September 19 2018
Implementing wireframes and mockups on early stages of the design process have gained much popularity in recent years.
It does prove its efficiency since wireframing allows you to test every single idea beforehand.
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