The importance of a well-thought and conceptually designed landing page can be the difference between a successful conversion and a failed campaign. Studies have shown that email campaigns that opened with promise and decent click ratios died on the vine with ill-conceived, poorly designed, and just plain lazy-ass landing pages. Bored, confused prospects quickly took their conversion clicks – and wallets – elsewhere. A smart marketing strategy needs smart landing page design.
What is a landing page?
Different standpoints lead to different definitions of what a landing page is. This post from HubSpot does a good job of explaining what a landing page is NOT.
Now that we are clear on what a landing page is, let’s talk. There are many elements that make up an effective landing page like smart development and good content, but right now let’s think about the important design elements that go into a landing page that looks good AND is effective.
Before you can even design, you must know who you are targeting and why. Putting yourself in the users perspective will help easily visualize how and what their experience should be.
Any page, especially a landing page, needs an effective and powerful headline. The headline sums up and prepares the user for what is to follow. They let the user know they are in the right place and keep them there.
A call-to-action clearly asks a user to take a specific and desired action. This is often a hyperlink or button. From a design perspective, this element should be well thought out and prominent.
Simplicity is key. A landing page should be easy and seamless to navigate, read, and find information. It should never be complex. A good rule of thumb? K.I.S.S (Keep It Simple Stupid).
A well-thought out layout will ensure that all important landing page elements are given the correct attention. This will help the user make the decision to take your desired call-to-action. Like any good story, the goal is to keep the user—or in this case the reader—informed, intrigued and apprehensive for the end; the desired call-to-action.
Although simple, the structure of a form effects a visitor’s perceived notion of value, risk, and even credibility. A well-designed and prominently displayed form will prevent confusion.
The design of a landing page is beneficial to any marketing strategy. It entices the user to try, buy, visit, or learn more about a product or service. A well thought out strategy and conceptual design is more effective than just a “pretty” page. Thinking through key elements and focusing on the importance of the page can impact your desired conversion goals.
Noticed a creative and effective landing page recently? We’d love to check it out. Share, comment, and leave your link below.