You have your content, and your product. You may even have a potential gold mine, but the buyers are nowhere in sight. Sounds like a house in the middle of nowhere. Let’s start at the very beginning and have a look at some important fundamentals of a high-converting landing page.
Prior to publication
Define the objective
A landing page is a page that you create with a specific purpose. Before you create it, ask yourself what you would like to achieve. Do you want to educate people? Give them an e-book and acquire new email addresses? Sell your products? Or would you like to give them the latest news? Think carefully. The text should support the main offer. A click on the button is then just icing on the cake. If you do not want your customer to leave your website, offer him simple solutions and quick checkout.
A landing web page should be tailored according to the main source of traffic. If you post a link on your Facebook page, where users are already familiar with your brand, communication and motivation will be different than if you were sponsoring your link on Google Adwords, which will present the product to new users.
Do not forget the basics
Structurally adjust the goal of your website. A clear visual hierarchy will guide the user towards your goal. Remember that you are not creating a PowerPoint presentation, YouTube video or TV commercial. The Internet is a different medium, and landing sites have completely different rules.
The header should be breathtaking
The user’s first glance at a website lasts about eight seconds. That’s why you need to optimize your header so that the content will be displayed in less than a second. Make a convincing and attractive design. You can decide where the user will first look by using contrast, font and various colors.
Content should be clearly visible
Part of the web content that the user immediately sees (“above the fold”) should contain the main message. Although we are in the 21st century, and we know how to scroll down, only 20 percent of people make it to the end of the page. This means that we must present a story to the visitor and make him want to learn more by revealing something interesting in each section. Sections should be designed in such a way that it is clear that the story continues.
curiosity + benefits + instant prize -> scrolling
The structure should be clear
Better than two-bar design is to use a single column. Having content in two columns is difficult to follow, since the view jumps from left to right. When you have one-column elements they logically follow one another; therefore, it is easier to read.
Colors should not clash
In the past, red represented a “special offer” button. But today, the best color for grabbing attention doesn’t exist. There are no rules that will prevail on all sites. The fewer colors you use, the more focus there will be on the colors that you do use.
A good example is the new Instagram app. Because they use fewer colors, the new notification is much more visible since it doesn’t compete with other colors.
Typography should be adjusted to the web
The basic rule is to keep things in the area of 45–75 characters, because the text is easier to read. It is also important to use a font that is adapted for the web and mobile devices. Suitable free fonts can be found on fonts.google.com.
White space should be there
Allow the elements to breathe. White space is essential if we are to create comfort. White space allows for easier reading, because countless other items aren’t screaming for attention. I have a lot of experience with companies that wanted to sell more, and covered their websites with stuff they know, have or will soon have. All because they feared the white space. If you are wondering if they managed to sell more … they didn’t.
Buttons should stand out
Don’t use your primary color for the buttons. This will demolish your hierarchy. If, for example, the color of your logo is blue, also have blue titles and links. If you have done this, then it’s not recommended that the buttons be the same color too. In the flood of “blue” they will be difficult to spot. The button should be action-oriented with a sense of urgency. [Download Now] is better than [Download here].
The design is full of assumptions, so it is essential to test it on your potential and real users. Huge amounts of data give us confidence, but it is not necessary that we resolve any ambiguities of interpretation. From the numbers of Google Analytics, we cannot conclude much, so we must use additional tools to help us understand user behavior. Below are a few different programs for testing.
Qualaroo website surveys uncover customer insights that lead to better business results.
Allow users to tell you what they think of your app with actionable feedback. Users can take screenshots, report bugs and share their opinion all from within your app, without being redirected – they can even continue the feedback process offline.
Hotjar is a tool that captures the user’s journey and later discloses the most clicked / read field. When we have more tests in our database we can easily grasp the behavior of our users.
Deeply understand every user’s journey with instant insights for everyone on mobile and web. Mixpanel is an advanced platform that allows users to monitor mobile applications or websites. We can monitor each user and see where his process stalled. For each phase, targeted messages can be sent. For example, if the user has not registered, it makes no sense for us to send him tips on using the application.
A/B testing does not mean that version A will be completely different from version B. We test only minor changes. For example, which color is more appropriate for the button, red or green; is the headline A better than B; positions; structure and more. A/B testing is suitable when there is already a lot of traffic. The version with the highest conversion rate is victorious.
A great tool for A/B testing. Easy to use, and relevant to the decision.
You’ve spent money to drive people to your landing pages. Find out why some prospects aren’t converting. See how users’ behavior changes over time. See everything (or almost everything) they do from beginning to end.
Remote user testing to help you make confident design decisions. UsabilityHub is a tool for A/B testing, multivariate testing, and testing memorization. Fivesecondstest is used to measure first, quick responses to your design. The user has five seconds to check out the design and in the end, he must describe the experience and conclude which product sells on which site.
Record and share videos from your work and personal inbox. Whether it’s a personalized sales demo or a quick response – you can send videos and track views all from your inbox.
Rewind your customer sessions like a DVR…or co-browse in real time with Go Live.
Fix User Experience Issues by recording and analyzing what users do inside your app.
I have acquainted you with the essential steps. Now it is time to redesign your new landing sites. The below task list will help you out.
User Experience – Can users navigate the site properly?
Headlines – Are they sufficiently explicit and clear?
Content – Are your interpretations clearly understandable?
Text – Is it readable? Does it support your main goal?
White Space – Does the site breathe? Is it clear as to where the focus is?
Action Buttons – Do action buttons support your main goal?
Testimonials – Are they real and appropriate?
Pictures and Illustrations – Do they have a connection with your goal?
Social Networks – Are your social networks properly exposed?
Partners, Press – Does exposure to the media help the credibility of your brand?
Prizes – Do you build trust with your prizes?
Tools for Testing – Select the appropriate tools for testing.