Landing Page Design Tips: Landing pages are the web pages you send campaign traffic to. That traffic could be PPC visitors, email visitors or any type of traffic that begins from an ad.
The primary goal of a landing page is to convert the visitor right away (either into a lead or customer). While your main website helps inform visitors about your company, product, and services over the course of a few pages, your landing page will do it on one page.
Because your landing page must pack a very powerful punch, it plays by its own set of rules. If you’re just getting started with landing page design, or you’re looking to get more conversions out of your landing pages, follow these six tips:
1. Get rid of your navigation.
While your regular website is a great place for visitors to explore and learn, your landing page is meant to do one thing: convert.
When you include full navigation on your landing page, you provide a lot of opportunity for “leakiness.” Leakiness occurs when visitors start clicking around to different pages on your site and lose their focus on converting. However, this does not apply to a logo design firm like ours.
In the case of PPC campaigns, you’ve paid good money to get a click and you’ll want to do everything it takes to get that person to convert. Part of doing what it takes is keeping the visitor focused and not allowing them to wander off and get lost in other parts of your site.
2. Use Directional Cues.
Directional cues help grab the attention of your landing page visitor. They include things like the eye direction of the person in your images, arrows and body language.
You’ll want to make sure your directional cues guide the eye of the visitor towards your call to action or other very important aspects of your landing page design. I would suggest bringing in your brand manager during this phase to ensure these cues align with your brand.
For example using arrows to point to a lead gen form guides the visitor’s eye to the form and makes them more likely to fill it out.
Another example would be the eye direction and body language of a person in a picture used on your landing page. If the person in the image is looking at or pointing to your form or product for purchase, you’ll be more likely to get the conversion.
3. Write short, scannable copy.
Web visitors don’t like to read long paragraphs. They scan copy looking for the most important parts. To ensure your landing page visitors read your most compelling copy be sure to use bullet points and short paragraphs.
In general, you can expect the first two bullet points in a list to be read. Make sure those two points are the ones most likely to help you convert the visitor into a customer or lead.
Additionally, online readers tend to scan the first and last sentences of a paragraph, so put compelling information in those areas.
And finally, online readers will often skip paragraphs that are longer than five lines (not five sentences, but lines). Be sure to keep your own paragraphs short and punchy.
4. Keep the call-to-action above the fold.
The call-to-action (buy now, get started, learn more, etc.) on your landing page design is arguably the most important element. It is the thing that encourages your visitor to convert.
When it comes to online behavior, we know a lot of visitors will only scan what they see when a page first loads and if that information isn’t compelling they may not scroll down seeking additional information.
This means you need to keep your call-to-action high enough on the page that it is seen without a visitor needing to scroll down (aka above the fold). Putting it below the fold drastically decreases your chance for conversion.
5. Incorporate testimonials and trust badges.
Testimonials and trust badges act as social proof and highly encourage conversion. Social proof is anything that says to the visitor “people like me are using this product/service and find it valuable.”
Testimonials are a really strong form of social proof; however, if you don’t have any customers that want to be featured on your landing pages, you could also use trust badges. If you’re selling a product directly on the landing page a trust badge could simply be something like a “TRUSTe” badge that says you take privacy and security seriously.
However, trust badges could also come in the form of logos of your other customers. No need to get a full testimonial when you can simply say “you’ll be in good company – look who else is using our product/service!” Of course, this works best when the company logos you’ll be using highly recognizable ones like Groupon and eBay, although just the presence of badges tends to provide some level of comfort.
6. Never stop testing your design.
When it comes to landing pages your goal is getting the most number of conversions possible. This is why it is so important to have a sophisticated testing strategy in place.
Most small businesses will want to start with a/b testing or testing one landing page against another. Elements you can test include different: headlines, subheads, body copy, form lengths, images, videos and so on.
Use testing software like Unbounce or Visual Website Optimizer to split traffic between the two pages and see which one converts better. Once you have a winner begin testing another element and so on until you’re sure you have truly optimized the landing page design.
You will be surprised at what simple changes can make. For example, when CityCliq decided to test their headline the result a huge increase in conversions:
You see the only difference between the two versions of the landing page is the headline. The Version B headline included a very clear description of what CityCliq could help small business owners do – and really pumped up their conversion rates.
Image what a/b testing can do for your own landing pages!
When it comes to your landing pages a specific set of design rules apply. Follow these six tips for better results in your own online campaigns.