The conversion rate is directly affected by a company’s landing page design. The volume of conversions can drop when a company’s landing page contains numerous flaws. The following article will discuss the main goals of landing pages, common landing page design flaws, and trending landing pages set to appear in 2017.
Companies want to reach several goals when they post their landing pages:
A complex landing page will lower your site speed unless you have quality web hosting. The one thing that Web surfers hate most is waiting for a slow page to load. They’re less inclined to read a landing page that doesn’t provide them with information quickly.
Web visitors don’t respond well to a website that’s too wordy, they just want to read the information they’re looking for and make their decision in as little time as possible.
While it’s good to inform visitors of what a website is about, the landing page should be designed in such a way that’s easy to solicit a call-to-action.
Aside from adding too much text, inserting images that relate to a landing page’s text creates a dynamic message. However, adding too many images or captions is just as bad as adding too much text to a landing page.
A visitor’s curiosity is first stimulated by reading a landing page’s headline. When the landing page’s heading doesn’t effectively describe what’s being offered, the visitor won’t have any reason to keep reading or to respond to a call-to-action.
Using stock photos on a landing page translates as an unimaginative, generic site to visitors. People need to see creative images that give the text their reading life. Relevant images also convey that a company is willing to do more than the bare minimum to keep helping their customers make their purchasing decisions.
A landing page that has no continuity with its keyword distribution will make it appear irrelevant and generic to locally based visitors.
The worst thing a company could do is to create keyword text that isn’t specifically tailored to its ads and messages. It’s also a mistake not to create a descriptive title of what the landing page is all about.
Landing pages are also essential to attract visitors using mobile devices. The presentation, load speed, and call-to-action distribution will need to change for someone using a smartphone or a tablet. Understandably, the attention span and purchase behavior of a mobile device user is even shorter on average than someone using a PC or laptop. Thus, a landing page that fails to take these things in consideration will have lower conversion rates.
With so much riding on making a profit, it makes sense that a landing page must be the most effective tool to generate leads. It also cuts costs on advertising since this type of website page can create higher conversions. Landing page designs have adapted over the years to the ever-changing needs of users. The following three landing page examples are some of the most effective to appear in 2017.
Companies that stay abreast of online trends find it necessary to change their landing page’s appearance based on these trends. This action mainly depends on the length of the campaign and its desired objectives. The following three types of landing pages are examples of what a visitor can expect to see in 2017.
Although short landing pages can be extremely effective at converting site visitors, the ongoing landing page trend in 2017 appears to be moving in the opposite direction. The length of the average landing page now runs below the page fold. More and more companies realize that they don’t have to cram all of their information above the fold in order to snag a conversion. The concept affecting this new trend is that consumers are interested in getting relevant information about their buying options. When a consumer receives extensive details about a product or service, they can make a more informed decision before they finally make their purchase.
A company can use a longer landing page as a strategy to insert several calls-to-action that comfortably motivates the visitor to convert. The key to remember when adding several calls-to-actions in a landing page is to do it in such a way that is natural without taking the visitor’s focus from the main message of the landing page.
Visitors to a site generally don’t want to spend time having to scan through a wall of text or navigate around multiple images once they start reading a landing page. For this reason, many landing pages designs in 2017 are very simple in their layout. Companies are becoming savvier about how they present their landing pages by also making them easy to follow visually. Some of the best landing page designs have a basic (minimal) format that includes things like:
A less common landing page design is one that uses split screens. A split screen design includes information that is grouped into big blocks of content. This landing page style makes it simpler for the brain to process several types of info quickly. For example, A landing page may visually guide visitors to see an image on the left that explains the corresponding text found on the right.
A landing page could have a design that is visually distracting. Companies know that they only have a few seconds to grab a visitor’s attention to their landing page. So anything on a landing page that could hinder a visitor’s readability is removed such as navigation bars and footers. If navigation bars are still to be used, it’s suggested that they are added below the first fold of the landing page to keep readers from being distracted from its information.
Although most people still won’t convert after reading a well-designed landing page, it’s crucial to provide a positive browsing experience. Flawed landing page designs will inevitably lead to conversion rate problems. When a landing page’s message is too wordy, too complex, or has an uninteresting headline, a company’s conversion rate will suffer. Effective landing pages target visitors with a concise relevant message that is paired with related images. Intent, purchase behavior and attention levels, instantly change when designing landing pages for mobile users. So it’s important to motivate the reader to a call-to-action as clearly and directly as quickly as possible.
Talking about landing page design trends, I remember an old post that we posted a while ago about the same topic, I think you might want to check out those so that nothing is left for considering for that best design. Check out the old blog here, How To Create A Successful Landing Page For Your Website.
When building a PPC campaign, finding the right set of keywords and targeting right set of people is very demanding. All this is done to make the user click on your ad and ultimately redirecting the user to your website’s landing page. Therefore, it is very important to know how to create a successful landing page.
When it comes to building a landing page, design is everything. As a webmaster you have very little time to impress your user by your landing page’s design and key components . So, it should be clear to potential leads what you are selling from the moment they get to the page.
Most people believe that aesthetics is the easy part of creating a landing page. But in reality, a poorly designed page has been known to kill conversion rates. Your design will make it easy for people to understand your landing page and convert.
These steps will guide you through designing a successful landing page that converts.
The use of good quality images and videos can show the benefits of your offering. Images and video should have a direct purpose on your page rather than just filling space. It lets potential leads put themselves in the actual situation of your product or services. For example: if a hotel resort puts images of white sands and people relaxing by the beach, it will let people imagine themselves in this situation instead of just reading about it.
Also, display pictures of happy people to make the page welcoming to visitors. It will make your landing page warm and personal. Designers we can use emotions to make potential leads feel a certain way. Displaying a smiling face puts them in a comfortable and positive mood which has a positive impact on the conversion.
An example of a contrasting color is having a bright orange button on a dark blue background. People will be naturally attracted to this difference. Use this in your design to highlight the sections of your page that you want to be seen.
The heading, the caption, the form and the CTA should be the most prominent on your landing page. With contrasting colors and good use of white space it’s easier to potential leads to digest the information and convert. One thing to avoid is packing too much information on one page. This is a mistake that many marketers do.
Your CTA button is ultimately the most important feature of your landing page. The entire goal of the landing page is to get people to see that button so they take action on your page. The effectiveness of your CTA button can be instantly changed with eye catching design or a great placement.
A couple of design tips: bold the font and make the button quite large.
Generally, place your CTA button on the top part of your page for it to be seen directly without scrolling down. The more specific and clear your button is, the higher conversion rates will be.
Visitors will ask themselves “what exactly am I going to get from this relationship?” Potential leads need to know that your product offering meet their needs. Present your benefits in a clear and simple way that makes them curious for more information. It’s best to present these benefits briefly. This will let potential leads to easily skim through and see if it’s the right product for them or not.
Your goal is to provide potential leads with an easy path to conversion. So you need to provide users with only one action that they can take. This means removing any navigation bars, footers, or outside links that drive attention away from your CTA. Having multiple things on your page for leads to click on, is a huge distraction from your CTA and your main goal. So get rid of the other distractions and keep them focused.
Headings and sub-headings are crucial for a landing page as they hook in potential leads. To explain additional benefits or selling points, use bold headings to attract their attention. Break information down into small digestible segments. With small sections and large headings it would be easier for people to skim the information and really digest what you are saying. Near the bottom of your page you should have a bold statement that should reaffirm your value proposition. This is your last chance to tell potential leads that your offer is the right choice.
As a visitor there is nothing more frustrating than a huge complicated form. Think simple when thinking of designing your form. You want to make it easy for people to enter on your entry form. A recent study done by Hubspot shows that if you reduce the form fields from 4 to 3 it increases conversion rates. Also, avoid too many dropdown menus. When creating a sign-up form, keep your main objectives in mind. Only ask potential leads for information that is necessary to achieve those objectives.
The loading speed of the landing page is the most important factor to be taken into consideration. 40% of users abandon the page if it doesn’t load within 3 seconds. Even though your landing page is very effective at turning prospects into customers, it’s unlikely to generate a positive return if only half of your audience can see it. Spend more time on improving the loading speed of your page before you launch.
Another important component is compatibility. Make sure your landing page is responsive and opens on all kind of devices and browsers.
Designing a landing page is more challenging that it seems. For it to be profitable and effective, the design of your page is as important as the actual content. Potential leads need to easily read that information and understand the message that you’re trying to convey.
Improve your landing page by following the above steps and you’ll be totally satisfied with your conversion rates.
And How To Increase Conversion On Your Website after you have a successful landing page.