It touches on the practical (“findable” or easy-to-navigate design), the emotional (“desirable”, which relates to image appreciation, branding, and website appearance), and other components when considering a website’s UX.
Conversion rates vary by industry. Your user experience for your website container positively or negatively impacts your sales. Luckily, some standard tasks can help you in your endeavours.
You can improve your landing pages by combining UX and design best practices. Whether you’re a designer, marketer, or another professional creating it for your business website, there are several ways you can build on what you have and help increase sales.
The basics of good landing page design
Before improving your landing page, you must master the basics of an effective page.
There are several factors (with a capital “S”) to consider when creating the best landing page. For this example, here remain three of the most important must-haves.
- Strong copy. This is great writing, although engaging copywriting on your website and sales materials is necessary. You want to talk to your reader, think “you” instead of “I” or “we”, and focus on benefits instead of features.
Sometimes it’s easier said than done, especially when you’re excited and want to promote the best features of your new product. When site visitors ask, “What’s in it aimed at me?” You poverty them to be able to respond so they can conveniently drive the sale easily. You container do that, of course, but focus on how you serve your end user – sell the sizzle, not the steak, as the saying goes.
- Outstanding graphics. Your product images should be sharp and improved for the web—the same energies for infographics and any other design you want to customize on your landing pages.
Make sure you also use best practices. Check the quality of your graphics on various technologies, including tablet, mobile, and desktop screens, to ensure the images appear correctly. Add descriptive alt text and ensure each image copy is legible. That goes for the landing page in general; Preview to fix issues before hitting publish.
- A clear call to action (CTA). A good CTA had better stay concise and direct. Whether your goal is to get somebody to sign up, secure a lead, or make a sale, you want to eliminate any extra noise distracting from that goal. That means choosing the right language, complementary colours, and clear placements for your CTAs between your images and your text.
Your message will be slightly different whether you’re marketing to a B2B or B2C audience. The basics remain the same.
Once you have the building blocks in place for a solid landing page, you can build on it. With careful adjustments, you can get even more conversions.
Six ways to improve your landing pages and how
There are several ways to update your landing pages to make them better for your business and audience. Whether it’s a feature or a best practice, these tips will help you get more brand leads.
Each feature or task includes an explanation of why it helps improve a user’s experience with a landing page and additional information or instructions. In no exact order, here are a few key things to tackle.
1. Improve your search engine optimization (SEO).
When you hear “SEO,” you may like the content on your blog. However, you have to make an effort to ensure that your entire website, landing pages and all, ranks well and is found online.
Ensure your landing page content is keyword rich and resonates with your ideal user. Research keywords and use phrases in your text and header and meta description tags that match the intent of the person you are trying to reach. Update this copy regularly to add value and move up on search engine results pages. You increase your chances of changing visitors into customers with targeted keywords and copy.
2. Increase the speed of your website.
A website that loads slowly can affect your user experience and lowest stroke. Google reports that “more than half of visits are abandoned when a mobile page takes longer than three seconds to load”.
Time is money, in the truest intelligence of the word.
Cleaning up “heavy” images, such as resizing them and converting them to JPEG, can help your website and landing page load faster. Consider a content delivery network (CDN) if your website is particularly slow. Many well-known websites use them to support the transmission of Internet content, such as HTML pages and videos.
3. Keep it simple.
Also, remove clutter and unnecessary page elements from your landing pages. While you don’t want people to jump off right away, you also don’t want them to end up confused about their next move.
Remove redundant images, off-topic text, and other extras. When a visitor has landed on your page, make the next step simple and obvious: don’t make them click or take the desired action only to return because you sent too many additional requests. Depending on your question, asking for your full name and email address may be sufficient at this stage. Don’t over-complicate your landing pages.
4. Personalize your marketing.
Professional communication is important for many users. And this type of personalized knowledge is increasingly flattering to the norm and consumer expectations.
Implement one-to-one (1:1) interactions across all touchpoints with your users, including on your landing pages. You can create different landing pages by traffic type (more on that below). Suppose you have a good idea of your ideal customer and collect data about them, from their buying behavior to past purchase history. In that case, you container use that data to better personalize your customer journey, right down to the landing pages he sees. After all, an engaged user is a happy user.
5. Use multiple marketing channels.
This applies inside and outside of your landing page. Search, email marketing, and social media – numerous ways to reach potential customers and change your message depending on the platform.
Consult your existing customer data when creating campaigns, but don’t be afraid to experiment with different industries. Include links to your social profiles, blog, and homepage on your landing pages to engage people with your brand. The latter is useful when a user isn’t ready to purchase but wants to learn more about what you’re offering and use that information to make future purchase decisions.
6. Access to Tools and Software.
You can use data to drive impactful changes by testing your landing pages. Contrary to your instincts or what people tell you they would choose, you have evidence of what they chose. This can help you make important design and user-centric decisions.
Aside from monitoring a visitor’s interactions with your page and collecting valuable user data, you can use tools like templates to help design the landing page.
Improve your landing pages, one user-centric step at a time
Once you’ve perfected your landing page user experience, conversions should begin to move in a positive direction. You can always test, make changes, and record your results to improve the experience if something goes wrong.
Use these data points and good design best practices to make people stick with your brand online and offline.