As a design agency, one of the most common problem we solve for our clients is designing and optimizing their landing pages. Very few designers and marketers realize that landing page design is a combined function of marketing and design. Traditional differences between copywriting and UX writing gets blurred.
This article will help designers and marketers learn how to master the art of landing page design.
What is a landing page?
A landing page is a webpage where people “land” when they click on a link they have received through an email, a text message, or a search engine ad. They are the first point of contact between a brand and the user and they set the bar for users’ expectations from the brand.
Landing pages are always goal-oriented and have the sole purpose of converting a potential lead into a paying customer; getting them to sign up for a newsletter, pre-ordering a book, subscribing to a service, etc.
So, how is a landing page any different from a brand’s website?
A brand’s website is not just about the product/service it sells but also about the team behind the brand, their motto, their principles, etc. And people do care about these things, but when they’re looking for a solution, they care about the solution foremost.
This is where landing pages come in handy. The landing page has its focus on only one product. It focuses on how the product solves a problem, its USP, user testimonials etc.
Why does UX matter for landing page design?
Given the fact that landing pages are the first point of contact for users, a well-optimized landing page can exponentially improve the conversion rate for a brand. And UX can help you achieve this.
Various UX tools like heatmaps, usability testing, competitor analysis, etc. not only help improve your landing page design but also achieve your business goals.
Here are some benefits of incorporating UX into your business
- UX can help you maximize conversions
- It can reduce your customer acquisition cost
- It can strengthen your brand’s identity
- It will help you to understand your users better
- UX increases usability and adoption of your products
- You can also enhance customer retention through improved user experience
- And finally, all of the above can help increase your brand’s market share
Now that we know what landing pages are and why UX is important for landing page design, here are a few points to keep in mind when designing them.
Before you start designing a website landing page, it is important you find answers to a few fundamental questions. The questions that govern your UX and UI design decisions.
Who we are?
Positioning your product and optimizing your page accordingly is another important consideration for landing page design.
You could position your product differently depending on which category it belongs to.
Does it constitute a market innovation?
Are you planning to change the market with your business model, or will it change how people perceive the industry as a whole?
You should emphasize these things on the landing page, tell potential users about the benefits of what you’re going to do.
Does it represent a product innovation?
The more different your product/service is from existing products in the market, the higher the learning curve and the less likely people are to try it out.
Your landing page should convince them of the advantages you offer over other solutions in such a scenario.
Is it a Me-too product?
If you are improving upon an existing product in a competitive market, your narrative would change. Probably, you would want to focus on value adds that you offer in addition to your product offering.
The vast majority of people landing on your landing page will already be familiar with the domain of your product. Nevertheless, it does help distinguish the domain of the product. Also, identify the product’s niche if it has one.
Who is our user?
Your target audience is typically defined in your user persona. Your landing page is designed for them.
Here are some of the things to consider while creating the user persona.
- Demographic details such as gender, age, job, income, education, family structure, social status, affinity etc.
- What motivates the user to look for your product or service
- What are the user’s fears about the buying or signing up for your product or service
- What does user want to achieve by signing up
- Has user used the similar products or services earlier
You can add more details depending on your design goal and how deep you want your targeting to be.
Here is our Instagram post on a few things to consider when creating user personas.
Sometimes stakeholders carry the belief that they know the user and therefore who they are. Knowing who the user is often confused with understanding the user behaviour. A lot of people don’t realise how important it is to validate their hypothesis about who the user is. A user research is amongst the most effective techniques to validate the hypothesis about the users and what they need.
What is the goal?
As it is important to pre-determine the type of user persona you want to design for, it is also important to know the goal you want to design for.
Stakeholders have a tendency to set multiple goals for the landing page. However, it is important to get all the stakeholders to agree to one primary goal. Some of the most common goals we come across are as follows:
- Awareness (for new brands or innovative products)
- Lead generation (mainly for b2b products and services)
- Conversion rate optimization (eCommerce brands, mostly D2C businesses)
And while these are not mutually exclusive, it helps to have a primary landing page design goal.
Do check out our Twitter thread on conversion rate optimization.
Conversion rate optimisation (CRO) and how it can help you - A thread.— tcules - a UX UI design agency (@tculesIT) July 27, 2021
CRO refers to improving the #UX of your website/landing page based on historic user behaviour.
The purpose of this is to help ease the process for users to attain the desired page-specific goal.
A story is better than the feature of your product. And it is hard to tell a good story about your product. With landing pages, the design depends on the narrative. A good story about the product can create a strong connection with the product and drive desired actions.
As the popular adage goes, “Is your product a painkiller or a vitamin?”. Help your audience decide if they have landed to the right place. That you are the destination to their search keyword.
Moreover, if your content is not ready, the design job will never complete. Each element of design depends on the how you are presenting your product or service. A lot of the times we come across a design brief that has incomplete content. In such cases, before we start designing, we invariable focus on getting the storytelling right and finalizing the copy.
- You should write copy that helps people determine whether the solution is right for them or not.
- The copy you write should convince them that you understand their needs.
- Additionally, your copy should mention the benefits the user will receive by choosing your solution over others.
The very first line you write is to earn the next 30 seconds from the user.
Consistency - before, during and after the landing page
The UX consistency starts from where the user has arrived, and ends at where the user is directed after the desired action is earned.
The visitor acquisition channels are the first point of interaction with your brand. The users set their expectations on these channels. Some of the most common referring channels are online ads, Google Search Engine Pages (SERPs), social media profiles, third party review platforms, directory listings etc.
In addition to the landing page, consistency on visitor acquisition channels is equally important. It should be visually consistent with the brand’s identity, narrative on the landing page and the product’s user interface.
This helps the user understand what design guidelines the brand follows and knows what to expect at each touchpoint in their journey with the brand.
Focus on benefits
Benefits shows the positive impact while a feature describes the product. Mental models of a prospect visiting your website takes time to relate with features of your product. You need to allow enough time for the visitors to develop the context. Benefits help the user see your product and its feature with better context of your product and services.
A note to remember is that not every benefit is better than every feature.
USPs like special features, value additions, third-party product integrations should be highlighted on landing pages to encourage the user to dig deeper.
It also helps if you offer a side by side comparison of your and your competitor’s products.
Ultimately, a successful landing page should start a domino effect whereby users go down the rabbit hole of how great your product is and end up buying it.
Include social proof
A landing page is also a great place to share your achievements, awards, and user testimonials to help further convince potential clients.
When users hear how the product has helped another user or solved their problem, it builds trust and promotes a positive image of the company.
In addition, promoting testimonials does not mean only sharing positive reviews, but also sharing reviews with constructive criticism and your reaction to them.
Clear the doubts
A confused, doubtful user can never become a loyal, paying customer.
First off, your landing page narrative should be good enough to clear almost all of the doubts a user could have about the product. And to cement the deal, your FAQ section should answer all user questions honestly in a simple, understandable manner.
FAQs have gained popularity after Google search algorithms started displaying them in the top search results. One more reason to design a meaningful FAQ section.
Leverage videos and animations
Using videos as landing page design elements is also a great idea.
Videos showing how your product works, what features it has, and what applications it supports are an excellent way to inform and educate users.
A video testimonial of your product reviews from actual users further helps to put a face to the review and facilitates trust, which leads to increased conversions.
Use CTAs meaningfully
The importance of Call to Action buttons cannot be overstated. And yet you wonder why so many people get it wrong. For example, almost every CTA button would read “Read more” or “Learn more” to ask the reader to continue reading. Well, one obvious explanation is the lack of first principles thinking, which leads to unthoughtful mimicking of the market leaders.
A good landing page design is often about an individual product/service and has a single CTA. The reasoning behind having a single CTA is that it helps to keep the users from getting overwhelmed.
Think about it, what sounds easier to convince a user to do?
- Check out our blog, also check out your YT channel and don’t forget to sign up for our newsletter, OR
- Sign up for our newsletter
The second is comparatively easier to do.
Any untested design is as good as a Schrödinger’s cat.
In case of redesign the landing pages, you can compare the engagement analytics of the new design with the older ones and derive a trend. However, it may not easily provide answers at the block level. The new landing page designs do not have the benefit of empirical data.
New design or redesign, finding what works and what doesn’t at a micro level often requires testing. Unless you run a few experiments with your CTAs, main copies, you would not be able to compare the effectiveness.
Designing A/B test is also a separate skill all together. We’ll soon publish an article sharing our insights.
Landing pages are a great tool used in Marketing and Advertising campaigns to help acquaint the user with your product/service without any distractions. A well-optimized landing page for your products would be a great way to get you front-and-centre and noticed on the internet.
If you are a business in the eLearning, fintech, SaaS or enterprise software domain and have been struggling to get paying customers, we can help you fix this problem.
We are a design agency with expertise in landing page design. You can reach out to us and we’d be more than happy to help.