A landing page is a web page that users are expected to “land on”, such as an entry point to the website or a particular section. Often they are linked to marketing campaigns to enhance the advertisements effectiveness. They are designed for a single, focused objective and are distinct from the main website. They exist solely to inspire an action, to get the user to ‘convert’ on a desired purpose.
There are two basic types of landing page; click through and lead generation.
These landing pages have the goal of persuading the user to click through to another page. These pages are usually information based, to ‘warm up’ the visitor to a point they are ready to make a purchasing decision. They typically lead to a shopping cart or registration page, with a hopefully increased likeliness of successful outcome as the user has been through the information gathering stage.
The purpose of a lead generation landing page is to capture information to allow the business to market to and connect with you in the future. Typically these pages contain a lead form and clear description of what the user gets in return, an ebook, webinar or discount for example.
Landing pages are designed for consumer psychology. We are overwhelmed and experience decision-making problems when faced with too many choices and the same goes for web design. In general, a landing page’s design should be absolutely minimal as distractions will take users away from the page goal.
Lose the Navigation
It may seem counterintuitive but you should have no global navigation on your landing page. By limiting the number of options available to visitors it will help guide them toward the intended conversion goal. Studies have definitively proven that removing navigation from the landing page increases conversion rates.
Stock imagery often fails to inspire trust and can appear insincere which hurts conversion rates. Credibility inspires conversion so where possible use real images of the people behind the product or service.
Focus on Calls to Action
The Call to Action is the star of the page and requires significant consideration. If the page flows and the information is persuasive and clear then visitors should have no problem clicking the button. Use a good contrast color, make it big enough to be easily read and use action-based words like “hurry” and “now”.
Some other key design considerations include:
The aim is to create a ‘single-action environment’ to support conversion. Fewer elements mean fewer distractions and a greater chance of conversion. Landing pages have proven to be an effective way to convert visitors into sales and leads and so are an important part of the modern website and digital marketing efforts.