Best practices of creating an optimised landing page design

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Landing pages are the added – yet sometimes necessary – tools in your arsenal that brings you conversion, and a lot of it at that. It is the vital hub for your campaign that you use for lead generation. That being said, if your landing pages aren’t generating leads as efficiently as you have expected, you must better give it an immediate, second look.

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Landing pages are built with a specific purpose in mind, unlike Home Pages. A home page is a gateway to your website that gives summary of your different product or services. User can choose to go to any page he wants from the homepage.

However, landing pages have a very clear-cut goal: get the visitors interested in your offer and prompt them to take the desired action, such as subscribe, download, donate or purchase.Therefore, having a captivating landing page can significantly increases your conversions and ultimately your sales.

Let’s wait no more and check out the following 8 best practices of landing page design.

Catch their attention at the first glance

It’s already a bit difficult to get the visitors to click on an ad or search result and land to the desired landing page. Don’t let those efforts go to waste by losing the visitors due to boring aesthetics and irrelevant content. Since you’ve a very short time-span to capture their attention, it’d be wise if you use it strategically.

For instance, realise what information they have come looking for in the page, and highlight that key information or feature- make it centralised, large or simply bold. Secondly, make sure the page caters to the specific needs of the visitors. Plus, keep the copy as concise as possible so you may not end up making the reader bored to death.Free takeaways – use bullets and numbers for quick scanning,or bold and italics for emphasizing key aspects such as features, benefits, etc.

Images are more powerful than mere words

An A/B testing conducted by SignalVNoise showed that having an image of a smiling person on a landing page brought 102.5% increase in conversion than the original design. How come, you may wonder? Emotions!

It is the emotions that are the governing factors that make us humans, and needless to say, there’s always a human behind the screen. Plus, you cannot possibly connect with a human on a personal level, unless you use Emotions. So, capitalise on those emotions to get to the hearts of your audience and motivate them from within.

Ensure font consistency and readability

Tried out a dozens of landing pages, but to no avail? Have 100% bounce rate, yet still don’t know what’s been making your page lose engagement? Try giving a second look to your fonts’ consistency as well as page readability!

You need to comprehend the fact that the visitors don’t come to applause on the use of fonts on your page. They have landed on the page with a specific purpose, and that purpose may get obscured due to annoying fonts. Don’t use more than two to three typefaces, and make sure the fonts you are using complement each other.

Apart from fonts’ consistency, there is the readability issue as well. Lack of readability occurs usually when there’s a lack of contrast, i.e., the fonts doesn’t complement the background image, color, etc. Hence, ensuring the contrast of the page is another necessity that ultimately leads to a ideal landing page.

Color contrast is a necessity

We humans have an innate thing for color contrast. We are inclined to feel compelled towards a design – be it a website or a tangible product like a Dress – that has a stark color contrast (difference). That being said, this nature of ours can be used to our advantage to bring more conversions.

You can use color contrast on a section of your page where you want the most attention of your users. For instance, if you use a white-colored header title (key offer) on an orange-colored background, due to the severe color contrast, you would see how much highlighted your header title would appear.

Likewise, you can– I would say, you must – use the same technique for call-to-actions. After all, your CTA is the ultimate thing that would convert visitors into leads.

Don’t finalise it before A/B Testing

You’ve done all what you could have to design a landing page. But is it just aesthetically appealing or conversion-oriented in real? You’d determine it by conducting an A/B testing, Split testing or Multi-Variant testing.

Don’t let all your hard efforts go to waste, just because you only thought your design would do fine, but didn’t ensure it. Play around (strategically at that) with the key elements on the landing page, and do an A/B test to identify the most scoring (lead generating) variant of your landing page.

Conclusion

Regardless of how hefty investment you’re making on your PPC campaign or SEO, keep in mind that without a highly-captivating, specific, brief and informative landing page, all your efforts may go down the drain. Therefore, before investing more capital on your campaigns, try to invest more efforts into designing a great landing Page.

Author: Usman Anwar

Usman Anwar works for Logo Gulf. He is a graphic/web designer and blogger, also working as a freelancer on other projects. He blogs at LogoGulf on topics related to designing and development, blogging, freelancing and marketing.