When it comes to landing pages, we can expect most people to react in a predictable manner to the experiences we create for them. Great campaigns are founded on strong user experiences, which are created by following a few simple criteria. It is important to note that there is more to a landing page than simply directing visitors to a page on a website from an ad. Continue reading to learn more about UX principles for an effective landing page.
UX principles for an effective landing page:
First Things First
Before we begin, let’s recap what a landing page is and what its goals are. A landing page is a specialized online page created for the sole purpose of achieving marketing objectives, such as generating leads or receiving clicks.
When properly developed and promoted, such pages are effective marketing tools. Creating high-converting landing pages involves a thorough understanding of consumer psychology, marketing, copywriting, design, and, most crucially, UX – user experience. So if you don’t have a good understanding of general UX principles, it might be useful to attend specialized UX courses. However, if you’re prone to a quick gain of knowledge, we’ll briefly go over the main aspects to pay attention to.
Stay Away From Distractions
A landing page’s sole purpose is to deliver on the promise made in the advertisement that brought them there. Your landing page visitors should only have one task on your page: to convert. Make it simple for them to do so.
Distractions are a significant killer of conversions from a usability standpoint, and the navigation bar is often the most prominent source of these distractions. Maintain simplicity. Another thing to avoid on your landing page is several CTAs with different functions.
Utilize a Minimalist Approach
While it is easy to get bogged down in adding detail that seems to be important and vital, the key to building a successful landing page is a minimalist approach.
Unnecessary details include links that redirect readers away from a page, irrelevant content, and so on. Another area many marketing teams mishandle is videos when using a marketing video maker.
While videos are one of the best ways to introduce your product, be careful when using them. Oftentimes long videos make your landing page cluttered and ineffective. Scrutinize the content on your landing page to ensure each piece is absolutely essential.
Enure Your Links and CTAs Are Easily Identifiable
How many times have you been on a page and wanted to accomplish something (purchase something, sign in, etc.) but couldn’t figure out how? What do you do when a simple function takes too long? That’s correct. You leave that website.
Your landing page’s CTA button should be easily identifiable and should explain to your visitors what they will receive if they click. A good CTA button and store integration will improve your business and launch your product properly.
Don’t Overload Your Forms With Fields
Many landing sites have forms that ask visitors for personal information, which begs the question: What factors influence the conversion rate of a form, and thus the conversion rate of your landing page?
The answer is straightforward: what type of information do you want? Make an effort to request only the most critical information that you cannot live without. The fewer fields you have to fill out, the better.
Use an Appropriate Color Scheme
The colors you use influence your visitors’ behavior, mood, and emotions, as well as the overall user experience. As a result, choosing the proper color palette for your landing page is critical. So, how do you go about doing it?
You should ideally have a UX expert/designer who will determine the appropriate palette for your page based on their knowledge of color theory.
Use the Proper Fonts
The fonts you use on your page have a significant impact on how users perceive content. Nothing will help if you have the best content in the world but it is presented in a bad font.
Simply having the correct copy is insufficient. Your copy must be formatted correctly and in the appropriate font. Typography is a different branch of the science of UX that deals with typefaces.
Highlight the Advantages
Product designers prefer to focus on features, whereas customers want to hear about advantages. They’re curious to observe how such characteristics affect their experience.
For instance: A person does not buy an automobile because it has 300 horsepower; they buy it because it helps them to go quickly. That is why many automobile advertisements feature 0-60 times rather than mere horsepower figures.
This strategy looks like employing components such as headlines and bulleted lists on landing pages to highlight the benefits of the product. You can also include a video showcasing your product’s features by using an excellent video editor.
Maintain a Simple Design
If your page is aesthetically pleasing but does not include relevant details about your product or business, you may as well not bother. On landing pages, designers are frequently tempted to go to extremes; keep in mind that your goal is to convert visitors, not to dazzle them with your design talents.
If you are not sure how much all of this will cost you, including the flawless design, you can find more information in WordPress website design pricing. Look at your page’s attention ratio—that is, the ratio of superfluous clickable objects to ones that can and should be clicked.
Create a Mobile-friendly Version
Given how many people visit the web on their mobile devices, designers should prioritize how their landing pages appear on smaller screens. While designing a mobile design that merely looks alright is a possibility, streamlining the landing page so that it is more successful on mobile is an even better idea.
Mobile-friendliness is especially critical for landing sites that are linked through social media postings, advertising, or emails.
People use their smartphones for more than just social networking and email. They subscribe to services and make purchases. As a result, your e-commerce landing page must be mobile-friendly.
Have a Strong Headline
The title should be located in the upper part of a landing page so that it can be seen without having to scroll down the page. The title should be the most noticeable thing on your landing page.
Why should visitors respond to your request? The headline content should reflect the campaign’s specific message and deliver on the promise of the ad they clicked to come to the landing page.
Remember that the visitor was drawn to the ad in the first place. Thus, ensure the language on the landing page is consistent with the promise and persuades with more information that is relevant to the offering.
Incorporate Social Proof
People want to hear that the product they’re buying has pleased previous buyers. One of the most effective methods to convey that reassurance is through social evidence.
There are several methods for providing social proof. One option is to prominently display testimonials or reviews on the landing page. Another option is to integrate product-related social media mentions.
Designers should be cautious, though, because automatically displaying all social mentions may result in presenting both the good and the bad.
In Conclusion: UX Principles For An Effective Landing Page
Landing pages are an essential part of any internet marketing campaign. Their single focus aids conversions without confusing visitors.
Designers who follow best practices for effective landing pages add more value to the brands they serve by building pages that convert better than the competition. I hope you like this article on UX principles for an effective landing page.