Brian Jens writes this fantastic guest post at Kestrel Design all about designing a great website landing page. Find out the purpose of a landing page, the ideal structure and a glance into design colour theory.
What is a Landing Page
The ultimate purpose of any landing page is to make visitors commit a target action – subscribing, buying goods, ordering services, or any other. As a rule, a landing page is the first page that visitors see when coming from search engines, social networks, and advertising banners.
Since the main objective of a landing page is to call visitors to a specific action, all measures are focused on this single purpose. The impact on the user is enhanced by certain design elements of the site and text messages. Almost every website owner knows how to create a landing page, but very few can do it in the most effective way.
Being a designer at DesignContest, I’m often questioned about how design influences on landing page effectiveness indicators and how to design a landing page to make it profitable. To help you a little bit, I’m going to share what I’ve got from years of experience. So, let’s start.
Any landing page undergoes some Search Engine Optimisation (SEO), that is, it got optimized for certain keywords which lead visitors to the page. As a rule, the target result of such visit is to convert a visitor into a client of the company.
Thus, landings are very effective for promoting any specific types of products or services, as the user’s attention is narrowed to a specific proposal, in contrast to the classical sites, where attention is dispersed on the whole area of activity of the company. The logics of landing pages is built in such a way as to quickly supply the user with all the necessary information to make a decision.
The Logics of Landing Page Structure
- Intuitive and short title. This is a short text at the top of the page, by which a user immediately understands the theme of the website. The title must correspond to the search phrase by which the client has come to you; otherwise, he may get confused and leave the website.
- Clear and short Call to Action (CTA). It’s a red line going through the whole landing page. The key point is to highlight the steps that the user must pass to perform the desired action. Be sure to make CTA buttons visible and understandable.
- Eye-catching design. The design of a landing page should attract attention and focus users on the most important information. There are some important tips on landing page design:
- Large and readable fonts of headers.
- A lot of free space and no superfluous elements.
- Buttons, arrows, and other bright and eye-catching graphical elements.
- Contrast colors for certain components of the page.
- The proper order of graphical elements regarding visitors’ behavior.
- Proof of necessity of goods or services.
- Clarification of the guarantees, the pros, and the way of solving problems with the help of the presented product or service.
- Feedback from satisfied customers.
- Awards and certificates confirming universal recognition.
- Selling texts. You can make a beautiful design and thought-out logic of the page, but if the text does not inspire potential clients, then CTA won’t work, and everything else will come to nothing.
- A sense of shortage.
- Special discounts or events that are about to end.
- The number of remaining goods for sale at the moment.
- Counters for the number of days/hours/minutes remaining to the end of the offer.
- A free/trial version of the product or test period. If such option is possible in your business, then safely offer customers the ability to test the product before purchasing.
Color of CTA Buttons
Of course, one can’t ignore color perception since human subconsciousness determines the level of sales to a large extent. CTAs work best in bright and attractive colors like red, yellow, and green. Shades may vary, but such combination is the most appropriate to boost conversion.
Sometimes, to draw the attention of a visitor to the desired area, you have to direct the client to the desired area with the help of graphic elements. Icons, arrows, and pictures may have a positive impact on the conversion, but it is important to limit the number of such buttons to the reasonable.
The situations are different: sometimes it’s more effective to use shades of purple or any other color. You should proceed from a combination of factors and be flexible in decisions. One of the best approaches to find out colors that work best is A/B testing. Only practice will help you to identify the best color that will have a positive impact on sales.
Landing pages are increasingly gaining popularity; they are convenient for the promotion of certain types of products because they allow you to differentiate the audience quickly on a variety of criteria and get suitable information for a particular audience. Often, landing pages can be used as a separate introductory stage to collect data from potential customer data, to plan future marketing campaigns, and to define the needs of an average target customer. Large companies can produce dozens of landing pages for their individual products, services, and separation of different audiences.
I hope you’ve got an understanding of what landing page is, and how to make it profitable. Feel free to share your personal experience in creating and adjusting landing pages.
About our guest poster Brian Jens:
For many years, Brian Jens had been a freelance designer, but finally, he employed at DesignContest. However, Brian did not give up carrying out an in-depth research of design market. Feel free to share your ideas with Brian and get articles of great value as a reward.