7 Tips for the Perfect Landing Page

  • 4 min. reading time
  • 17 october 2016

A landing page is a page on your website where visitors end up (or ‘land’) via search engines, mail, or advertisements. These visitors therefore have certain expectations when they land on that page. A good landing page makes sure the visitor can easily and quickly find what he’s looking for. How can design help with this? Here are seven tips.

1: Determine your goal

The key to good design is determining the goal of your webpage. What is it you want your page to achieve? Or: what is it you want to inform the visitor about? The visitor ended up on your page by searching for specific keywords, by opening a targeted email, or by clicking on an appealing banner, so you know what drove the visitor to your page. You also know what it is you want your visitor to do. No matter what your goal is, make sure there’s only one possible conversion per landing page. For example, if someone visiting your landing page has to choose between signing up for a newsletter and making a purchase, it’s bound to create confusion and uncertainty, which will only lead to less conversion. One call-to-action and a clear, easy way for the visitor to adhere to it will increase the effectiveness of your landing page significantly.

2: Be Concise

Any copy on your landing page should be concise and to the point. The title of the landing page should immediately make it abundantly clear what the function of the page is. The subtitle should emphasize this. Additionally, avoid using huge chunks of text at the top of the page. Visitors generally don’t like to read long texts, and if it’s the first thing they see when they land on your page, many will quickly lose interest. Instead, try using bullet points which allow visitors to quickly find the information they’re looking for. If, however, you do intend on using some larger chunks of text for your landing page, we’d advise to save it for the bottom of the page.

3: Use Visual Elements

Because big chunks of text have a tendency to scare off visitors, it’s advisable to use visual elements. For example, try using video or infographics to make complex subject matter more easily understandable. Research done by Hubspot actually shows that using video can increase conversion by up to 80%. In addition, try using pictograms to emphasize and further clarify important parts of your copy. It will mean even less reading for the visitor, while still clearly delivering your message. If, for example, you want to persuade a visitor to make a purchase, try using reviews in combination with photos, or using pictograms of quality labels. This builds trust, which will more easily lead to a higher conversion rate. Don’t forget to show your logo on the landing page, this will also build trust.

4: Use A Clear Call-To-Action

The call-to-action is perhaps the most important part of the landing page. Should the visitor want to adhere to the call-to-action, nothing should stand in his or her way. So make sure that the call-to-action button is easy to find. For example, try using contrasting colors, or even markers or arrows to draw the visitor’s attention towards a ‘sign now up now’ button. Make sure the button really stands out compared to the rest of the landing page. As far as text goes, use the imperative (i.e. ‘sign up now’). This way there will be no confusion as to what clicking the button will result in. You can also choose to use micro copy to, for example, clarify why you’re asking for someone’s personal information (if you are asking for someone’s personal information). This way, you take care of any potential doubts or suspicions a visitor might have. Another strategy is to highlight the advantages of making a purchase, like for example a cooling-off period, flexible return policy, fast delivery or any other advantages there might be.

A good example of how pictogrammes, bullet points and logos are used effectively.

5: Use the Right Colors

When it comes to color, it’s best to use only a limited number of colors. Using too many colors will leave a messy, disorganized impression on your visitor. Use colors you already use for your corporate identity. This way visitors will immediately know they’re on your website. As mentioned earlier, it’s important the call-to-action button really pops. Use a color that’s very contrasting to other colors on the page, or a color that simply draws attention, like orange.

An example of use of color that makes the call-to-action button very noticeable.

6: Don’t Use A (Detailed) Menu Bar

When you’re designing a landing page, it’s okay to use a different menu bar than the one you use for the rest of your website. As discussed in tip 1, the landing page has a very specific goal. A detailed menu bar will only distract and increase the chance of visitors leaving the page. Because of this, it’s important to keep in mind the goal of the landing page. Studies have shown that landing pages without a menu bar have a higher conversion rate that landing pages that do have one. If you insist on having a menu bar, make sure it’s concise.

7: Experiment and Improve

To check whether your landing page is doing its job, you’ll need to outline the page’s flow. You can do this with Google Analytics, for example. The data this tool provides can help you further optimize the flow of your page, which in turn can lead to higher conversion rates. This is an ongoing process; you’ll have to keep experimenting and testing which design will give you the best conversion rates.

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