Business firms across different industry verticals have moved into the digitized platforms. The business environment in this virtual space is highly competitive. Thus, the success of your campaigns largely depends on the effectiveness of your landing page.
In fact, an alluring design of the landing page of your website can drive your visitors down the funnel. Business firms count on website designers, who craft their landing pages with a powerful visual appeal.
In the digitized business environment, the struggle for success and attention has been surging. Given that home pages constitute 77% of the landing pages, business owners need to focus on the design elements being used in these pages.
Another statistic reveals that if your landing page suffers a delay of 1 second in loading, the site conversion rate can suffer a 7% decline. Whether you want your visitors to subscribe to your newsletter or register on the site, the landing page design must complement your marketing efforts.
Importance of The Landing Page of Your Website
The landing page is not necessarily the home page of your site. In digital marketing, it serves as a discrete tool to draw customers. It plays the role of attracting potential customers, who might check out the offers you have, or want to acquire knowledge about your product.
The landing page entices these customers and brings them further down the sales channel. Its primary role is to channelize incoming traffic in the right direction and turn them into leads. The sales oriented and conversion related tasks of a landing page might include:
- Growing your list of subscribers
- Using forms to capture data and insights
- Increasing leads and sales
- Promotion of new products
Recommended Design Practices for Your Landing Page
Although landing pages share certain similarities with other common pages in your website, they shoulder a different role. The visual elements and presentation of data on your landing page, therefore, must be well-planned.
Here are some guidelines for designing a powerful landing page, which you might find beneficial.
Visual simplicity encompasses every element present in the user interface of the landing page. A minimalist design helps in maintaining the visual appeal of your landing page. The visitors get a better focus, and you get a better opportunity to put forward your value proposition. Check out these features that help in cultivating a greater visual simplicity:
- Utilizing the white space in your website and ensuring a seamless interplay of text and graphics give a better visual essence to the visitors. It isolates the CTA from other visual elements and makes them conspicuous in the site.
- Make sure that the elements on your site complement each other. A good contrast and balance is necessary between the images, graphics, animations and text.
- Place your design elements in such a way, which assists the visitors in reading the text. At times, heavy graphics might draw their attention away from the CTA.
As a marketer, you must be aware of the importance of landing page photography. Incorporating the right videos and images is crucial on the landing page that compels the visitors to explore your offerings.
Through explanatory videos and images, you can provide your customers with relevant information about your products. In the process, business firms can establish a personal bond with their visitors. Here are some interesting facts about visuals on your website:
- On an average, a landing page needs 8 seconds to create an impression on the customers. Therefore, it is crucial to display relevant visuals. Try to avoid generic stock photos on your landing page. You might display photos of real, friendly looking people to establish trust. Many firms hire professional product photographers who help in explaining the product details vividly.
- The impact of videos on customers is greater than what images can produce. In a research, it was found that 71% of the respondents believe that the conversion rate of video is higher than other content.
- Videos can also strengthen your SEO and generate a better engagement with the users. Effective use of videos can also substitute long-winded content.
Integration of the Right Colors
The role of colour in impacting customers’ psychology has been an interesting facet in marketing. It has a powerful role in making the potential customers act or feel in the desired way.
Therefore, website designers master the art of using the right color palettes that leverage your user interface. It also guides the actions of the visitors, and in the process, enhances the conversion rate.
Here are some tips on how you can incorporate colors effectively on your landing page:
- The contrast of colors in your website should go together with the readability of your copy. Therefore, adjust the high and low shades appropriately, ensuring that it doesn’t dominate over the texts.
- The color combinations in a palette should be compatible. You must also use opposite or complementary colors in the mix to make the design visually appealing.
- The designer should think from the psychological standpoint in marketing. A particular color might convey the right message, depending on the service or product. For instance, the green color creates an essence of trust, calmness or security. For products related to finance, this color is extensively used.
- When you target multiple demographics, take the color symbolism into consideration. The interpretation of colors in various cultures is different. Therefore, a uniform shade might not work for all the users.
- The interpretation of colors also depends on gender, so you have no single solution when you choose the color palette.
Read also: The Importance of Color in Mobile App Design
Responsive Landing Page Design
In the last few years, responsive websites have emerged as a new standard in the industry. This applies to the landing pages as well. Your landing page must provide the same level of experience to the mobile users as the other pages.
Across the world, online purchases are on the rise and customers are increasingly using mobile devices to make their purchase. Making the landing pages responsive ensures that they are conversion-oriented. You might also create a landing page that remains freestanding.
Here are some factors explaining the importance of a responsive landing page:
- Mobile devices and tablets generate a huge volume of traffic. Your website is likely to benefit, if the landing page is responsive.
- When the landing page of your site becomes responsive, it fosters a greater content parity with features.
- During SMM campaigns, the integration of responsive landing pages is better than ordinary ones that generate better leads.
- In responsive landing pages, the layout complexity is lower, which makes them easier to be developed.
Discreet Content that Makes a Difference
Content has a crucial role to play on the landing page of your website. It should focus on your UVP (unique value proposition). Depending on the nature of your product or service, you need to develop your content.
Remember, your content gets only 8 seconds to make its impact. Therefore, make sure not to overwhelm your customers with excessive detail. Use a plain and simplistic language, blending it with your value proposition.
The heading on your landing page constitutes the first text, which potential customers are likely to see. Capitalize on this opportunity to enhance your conversion rate.
The headline should convey the prime benefits of your offerings clearly. The visitors should lucidly understand what they are likely to get on that page.
To any content to be effective, it should be scannable. The subheading continues with the concept that was introduced through the heading. Under the subheads, you need to further explain your USP.
You might use a different perspective under each subhead that explains your products. In some landing pages, business owners choose to present their value propositions and real offers in the headings and subheadings, respectively.
Call to Action
The colour palette used in your landing page should go well with the CTA buttons. Some website owners prefer running an A/B testing when they choose the colour of the CTA option.
In general, these buttons come at the bottom of your website. At times, these buttons also contain animations that keep the visitors engaged. The placement and colour of your CTA button, therefore, should be well calculated.
For better results, double check the message that the CTA button conveys. Make sure that the CTA option is logically and textually connected to the headings and subheads. Users who have already registered themselves should be able to log in easily by clicking a dedicated button, without going through the process again.
The basic interpretation of your CTA and heading must be well-aligned. If they convey different interpretations, the visitors may get confused. Leave no scope of confusion or ambiguity for your visitors.
Using Forms for Lead Generation
A large number of websites integrate forms into the landing pages to obtain the contact information of potential customers. However, the forms should be brief, so that they do not frustrate customers to the point that they leave your website.
Make sure that you request for information that is only essential, like email id, name etc. In general, visitors do not mind furnishing these basic details.
However, if the forms ask for contact number and date of birth, the visitors might not be interested. Try not to make the registration process lengthy.
Establishing a Reliable Identity
The landing page might contain press mentions, testimonials, statistics and a list of distinguished customers that help in establishing a reliable identity. This creates a positive impression in the psychology of your visitors.
Use badges, trust marks and positive reviews about your brand and products to develop a good image of your company. This might include logos of reputed companies with whom you have worked in the past. Besides, recognitions and endorsements must also be used on these pages.
Successful brands market themselves by mentioning the coalitions and groups that they are a part of. These are indicators of approval, which make sure your customers grow a constructive image about your brand. In the process, they move down the funnel and get converted.
Simply having a landing page is not enough. You need to test the efficiency of these pages from time to time. When you have more landing pages, the chances of conversion increase by manifold.
Statistics show business firms having 10 to 15 landing pages can enjoy 55% increment in lead generation. Once you create a landing page, make sure to perform an A/B testing. Here, you need to consider all the elements, including headings, color of CTAs, placement of various blocks on the page, press quotes, testimonials, navigation links, and other buttons.
Above all, incorporate options for social sharing on your landing page. A well-balanced and appealing landing page can prove to be a powerful tool for lead generation and conversion for your website.