A landing page is a website page dedicated to one mission only: Getting visitors to complete an action. Whether it’s signing up for a newsletter, downloading an e-book, purchasing a product or subscribing to a blog, conversion is the goal and the easier you make it the better.
So how can you give your readers the simplest route to a mutually rewarding outcome? Try these design tips to create customer-friendly landing pages that sell.
Be image conscious.
Include an image along with the offer for visual appeal. Custom images outperform stock images when created with a strategic marketing vision in mind. Practically speaking, stock images must often be used to contain costs, but with a little finesse, they can be manipulated to stand out and fit the design of your page like they’re tailor made.
Use bite-size copy blocks.
If a paragraph or page looks too dense, readers are more likely to glaze over and move on. Cut copy where you can and break up large paragraphs to make it feel like there’s less to read.
Reduce or exclude navigation to keep visitors focused on the goal and preempt distraction. Too many header links get in the way of the message. Define the purpose of your page and stick with it, using as few links and pop-up pages as possible.
Make the call to action strong.
Create a compelling call to action that ties into your offer and reinforces the desire to click and convert without delay. For example, the copy promoting a new air conditioner purchase could be “Buy Now And Get A Cool $1,200 In Rebates.”
Rise above the fold.
The space a visitor sees without having to scroll – comparable to the top half of a folded newspaper – is where the key content of the landing page should be. Place the call to action button or form above the “fold” as well so it doesn’t have to be hunted down.
Practice good form.
Strip down your lead generation or order form to the bare essentials to keep visitors tracking along. Making the input cursor automatically hop from box to box, allowing tabbing, or only using checkboxes are all effective tactics for landing page form optimization.
Collect info delicately.
To minimize visitor abandonment, only ask for information you must have. If you want to collect additional data, try moving those fields to a form on a second page. Studies show that by the time prospects click through to a second page, they’ve already gained some momentum in the conversion process and are less likely to jump ship.
Taking the time to design efficient landing pages builds a bridge that takes visitors from the marketing message that enticed them to the functionality that lets them follow through.
Use these design best practices to optimize the layout, flow and conversion process, and your landing pages will draw in prospects and drive them quickly to a successful transaction. Bonus point: Thanks to your diligence in making it a smooth experience, they’re more likely to go along for the ride next time, too.