A Landing Page is a standalone web page that has been purposefully designed to guide a visitor down a singular path toward taking a specific, well-defined action. Landing Pages with the best conversion rates convey their unique value proposition (UVP), eliminate distractions, and provides a frictionless experience that makes it easy to convert. A Landing Page should ideally include a compelling header, interesting copy, minimal navigation, and an optimized call to action (CTA).
Landing Page Design Strategies:
1. A Landing Page success hinges on engagement. It needs to be designed to 1) get and hold the visitor’s attention, 2) persuasively guide that attention into interest, and 3) translate that interest into action.
2. The Landing Page design needs to be visually appealing and easy to read. Visitors make immediate judgment calls about a company’s credibility, reliability, and trustworthiness based on the Landing Page’s consistency, layout, and content prioritization.
3. Your Landing Page must be designed in a symmetrical alignment that leads the visitors through the content in a linear sequence of steps. An intuitive, logical flow will actually prime the visitor for action by intensifying their expectation and anticipation, creating a more effective transition to the CTA button.
First impressions are 94% design-related.
4. The design, visuals, layout, color, and typography must all work together in a simple way to draw the visitor’s eye directly to your call to action (CTA) and convert that visitor.
Your Landing Page only has 2.5 seconds to make a first impression on the visitor and a total of 8.25 seconds to keep their attention. If it doesn’t a majority of them will leave and visit your competitor’s site.
5. Landing Page visitors immediately ask themselves “What is this?” and “Why should I care?”. Visitors need to easily comprehend exactly what you do, what they’re going to get, and whether it’s worth what your offering. If it’s confusing or feels untrustworthy — you’re likely to lose them forever.
Visitors tend to track through a Landing Page in a in a rough F-shaped pattern, starting left to right with two horizontal movements, then back to the left side for a vertical movement downward. Visitors to a Landing Page will will spend 69% of their time viewing the left half of the screen and 30% viewing the right half.
6. Engagement is initiated above the fold and is built upon below the fold. It is optimal for the Offer, Form, and CTA to appear above the fold to maximize exposure, making it easier for the visitor to convert.
7. If the Form and/or CTA appear below the fold, make use of directional cues. Directional cues are visual elements that are used to guide the visitor in a sequenced order toward the strategic elements of your Landing Page. They will help influence the visitor to take action by guiding their eye along a desired pathway that directs their attention from the Headline to the Offer, to the Form, and to the CTA button. Explicit directional cues take the form of arrows, lines, or borders, while suggestive directional cues use imagery such as a person facing the direction of the form (using the character’s eye path) or contrasting colors that draw attention to specific areas.
8. A Landing Page has a single clickable element for conversion — the CTA button. The goal is to make it as easy as possible for visitors to convert. The Landing Page should have no navigation menus. It should have no links to other pages or sites that will distract the visitor and lead them off the page before they’re able to complete the intended action of converting. That includes no social sharing buttons. Save the social sharing option for the Post Conversion Thank-you.
9. The overall design and style should be consistent with the style of your brand and website and align with the ad from which the visitor clicked. However, different from the ad, the Landing Page should be a more focused, personalized user experience.
10. Using white space improves the overall legibility of the Landing Page, allowing for better scannability and readability. White space helps your eye calmly distinguish the end of one element and the start of another. It can also establish a visual hierarchy by dictating which element the visitor should see first and which element needs to follow.
11. To give your Landing Page more white space, use shorter paragraphs and more bulleted style lists. It will give your text breathing room, making for an easier reading experience.
12. Decreasing Landing Page load time can drastically increase conversion rates. Visitors expect load times to be 2 seconds or less and will probably abandon the Landing Page to their next option if it doesn’t load within 3 seconds. Always optimize essential graphics to reduce file size and load time.
13. With a majority of visitors accessing your Landing Page on smartphones and tablets, it’s imperative that your Landing Page design be mobile responsive — the layout automatically adjusts and reformats itself according to the device’s screen size, platform, and orientation (portrait or landscape) on iOS and all Android devices. On a mobile device, the Landing Page should appear as a single column, with no more than two icons appearing side-by-side. Without pinching and zooming, the mobile visitor needs to be able to view each element, complete a simple form, and easily click on the CTA button.
Cogent ROI creates Interactive Landing Pages that are optimized for conversion and lead generation. These Interactive Landing Pages are designed to engage the visitor by first presenting a clear picture of the calculated financial benefits they would realize using the featured product or service. Then, to build on this initial engagement and momentum, the visitor is given an incentive to volunteer their contact info with an offer to receive additional high-value content. The contact info on those visitors that accept this offer and convert is sent into our client’s CRM for immediate sales and marketing follow-up.