When it comes to Landing Pages, first impressions are not only important but crucial. Whether you are launching a new product or a specific service, a landing page always brings in the right set of traffic.
What is a Landing Page?
Oftentimes, a landing page is confused with the homepage of a website. You will even see it often, companies promoting their products through their homepage, which is WRONG. This usually happens when the designer is new in the field or doesn’t have much design knowledge.
A landing page serves as a page to attract (potential) customers and specifically used for marketing purposes. It’s usually a standalone page, in which a product or service is described, for the sole purpose, to generate leads.
In this article, I am going to teach you some of my best practices in optimization that will help you attract more prospects and convert them into customers.
1. Less is More
While it may seem counterintuitive, trying keeping the page as simple as possible, get rid of visual clutter, this will put the focus back on the product you are offering.
Some ways to do that:
a. Use White Space
Your goal should be to make the page look simple, easy on the eyes and that makes people want to keep reading. Using whitespace effectively can make your page more easily navigable and easy to consume, directing your user to the call-to-action and encouraging them to convert.
b. Remove the Navigation
Once a user lands on your landing page, it’s your job to keep them there. Other links on the page will give him the chance to leave the page, which will decrease the chance of them converting on the page. By eliminating the navigation, you automatically minimize distractions, thus put the focus on the call-to-action.
c. Organize your Content
People don’t read content, they skim and scan over it. Your page should be not only clean but also organized. When people come to the page and feel overwhelmed, with how much is there, it may cause them to leave quickly. Your landing page should carry only the most essential and necessary information about your product.
d. Align the content properly
Apply the F-Pattern (F stands for Fast) principle, which outlines the most common user eye-scanning pattern. It also looks like an F because, the eye starts first with the top of the page (reading the headline) then going down on the left side of the page (reading bullet points), and lastly across the whole page again to read the highlighted text.
2. Capture User Attention
We have discussed how you should de-clutter your page, now let’s talk about best practices on how to catch your audience’s attention so that they take action.
Firstly, the copy of the page should be clear, short, and benefits-focused. The user should understand what you want from him in a 5-second glance. This because a user’s average time to stay on page is between 10–20 seconds before he decides to leave the page.
Secondly, find or design relevant media for your landing page. Visual content is an essential ingredient of landing pages that convert. The images should be large and high-quality but also optimized for the web.
Don’t forget, your images are the first thing a user processes, which means it’s the first impression, the first thing they see before reading the copy.
Tip: Use unique and powerful graphics that trigger emotions on the user. It will also make the page stand out from the crowd.
3. Mobile Friendly
Did you know that 8 in 10 visitors will stop engaging with a website if it doesn’t display well on their device?
That’s why you should have a responsive landing page that adapts to all screen sizes and resolutions, not only on desktop but also on the mobile, tablet, and sometimes even TV.
And by responsive design, I’m not saying making everything fit on small screen size, but evaluate what’s necessary on the page, for the user to achieve their main objective.
There’s a simple test provided by Google to check if your webpage is mobile friendly. Here the Google-Mobile Friendly Test.
4. Performance Optimization
You know how frustrating can be when a website takes long to load.
According to statistics, 70% of visitors don’t even wait more than 2 seconds for a website to load, which causes them to leave the website and never return. That’s why loading time speed is considered to be one of the biggest factors to Landing Page abandonment. Not only it affects the conversion rate, but also search rankings, and overall the user experience. So, make sure a fast load speed to be your top priority when it comes to UX.
Landing pages are an essential part of any online marketing campaign, and while it might be easy to design and create a landing page, it’s also as easy to concept a badly optimized page that won’t convert.
Keeping everything simple, focusing on the copy, and the methods mentioned above will get the most out of your landing pages, performing more effectively while also improving UX.