Our last article, “Is Your Landing Page Clicking? Ten Copywriting Tips for Landing Pages,” outlined the must-do’s for landing page copy and content, as well as pitfalls to avoid. Now we will focus on landing page design and a handful of key points that can help campaigns hit the mark.
Remember, a landing page visitor has clicked on a banner ad, text ad or email first. Now, the landing page needs to tell the rest of the story and motivate the user to complete a desired and measurable action, such as a sale, an inquiry, a phone call or a coupon/rebate download. In fact, according to research conducted by HubSpot, “the more landing pages a business has on its website, the more leads it generates.”
Build Trust at First Sight
The first step is to make sure the headline of the landing page matches the ad the user clicked to get there. Furthermore, every page element should align conceptually with the topic. This consistency will build trust at first sight.
Give it a Good Look
Next, know where visitors’ eyes are drawn, and use visual cues to point them in the right direction. One tip is to use pictures of people. A person’s gaze is drawn to faces, but you don’t want visitors to look at a face and ignore the message. Design the page so the person in the image is looking at your key message or CTA. Page visitors will follow the person’s gaze in the image to see what he or she is looking at.
Know the Prime Real Estate
Eye tracking studies show left-to-right readers will look first at the top-left portion of a web page. On a landing page, this part of the page is best for introductory type information, such as the client’s name, logo and a brief description of the product or service.
The mid-right portion of a web page is the natural resting point for eyes. This makes it a good place for the call to action.
Keep it Clean
We know how easy it is to become distracted. That’s why landing pages should be kept relatively clean and clutter-free. The less visitors have to look at, the more likely they are to focus on the messages that matter and follow the path to conversion. After all, visitors will decide within eight seconds to stay or leave.
Also, don’t ask for too much information on forms. Providing a name and email address is acceptable to most users, but 51% will drop off if they have to provide a phone number and date of birth.
…. And Action!
The one element that really needs to stand out on a landing page is the Call to Action (CTA). Give it room to breathe by utilizing white space, and make sure it’s above the fold. One way to make the CTA attract attention is with color. Orange evokes positive feelings, green is associated with “go,” and blue is the classic “click here” link color.
For some clients, a phone call is the preferred CTA. Display phone numbers in a predominate position on the page, and use phone tracking to measure the source campaign of the phone calls. To do this, show a special number on the landing page that is not used anywhere else so when that number rings, the client knows it is someone who visited the landing page.
Show and Tell
A short video is a great way to show the product or service being used in context. This practice has been shown to improve conversion rates by 80%. And make sure to design responsive landing pages so they can reach every visitor, no matter which device he or she might use to view the page.
Don’t Be a Statistic
Did you know only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions? We like to say, “Test your way to success.” Run A/B tests on page elements such as headlines, copy, forms, CTA (buttons), and brand graphics to see how visitors react when they are modified. You have to know what’s working and what’s not in order to improve conversion rates – and hit the campaign goals.
1. Marrs, Megan. “How to Make Great Landing Pages (With Crazy High Conversions).” Business2Community.com. 12 Feb. 2014.
2. Pilbeam, Chris. “Landing Page Optimization Tips From An Eye Tracking Expert.” Vocus.com. 11 Dec. 2013.