How To Create Landing Pages That Drive Conversions
November 5, 2024 - Hanna
November 5, 2024 - Hanna
Landing page UX (User Experience) is vital to the job of a visual designer. We want to make sure visitors interact with a landing page and that it meets their needs and expectations. In order to drive conversions, we need to utilize good UX. This can refer to everything from layout and design to content and functionality. A landing page with good UX ensures that users can easily navigate the page, find relevant information quickly, and hopefully take action (such as signing up for a newsletter or making a purchase). Designers should focus on clarity, simplicity, and emotional engagement. As a designer, I want to create a seamless experience that builds trust and encourages conversions.
According to Nielsen Norman Group, effective UX design can increase conversion rates by up to 400%, highlighting the importance of a positive user experience in driving results.
– Nielsen Norman Group. (2019). “How to Improve Conversion Rates with UX.”
The first question you want to ask yourself is “Who are you trying to reach?” Understanding your audience is crucial. What do they want? What challenges are they facing? Once you have a detailed understanding of your audience, you can create a landing page that resonates with them.
Your heading ( or page title ) is a large part of your audience’s first impression, it’s worth taking your time and putting thoughtful consideration into. The first line of copy on any page should grab the audience’s attention and clearly state the benefits of your offering. Use catchy, benefit-driven headings.
Erik Kennedy calls this the High-Value Headline Formula:
It should be:
The goal is for every potential customer to know that this site has something to offer them.
Kennedy, Erik. (2023) “Landing Page Academy.” Learn UI Design: The Complete Online Video Course
Subheadings need to be used to provide more detail to support the main heading. They should complement your heading and guide visitors through your message. We want people to quickly grasp what the page is all about. This also means keeping it short, we don’t want to lose the interest of users by using too many words in the subheadings. We can use the space below subheadings for content that is not immediately important to the audience.
Don’t underestimate the importance of high-quality visuals. Images, illustrations, and videos that are catered to the right audience can make your landing page pop and keep visitors engaged. We don’t want to pick out an iStock image without giving it much thought.
Before and After example:
“The new UserTesting homepage is a breath of fresh air. The whole page is lighter – even the word count has dropped by 25%. The image carousel is dropped in exchange for a smart, professional, and inspiring illustration – and more organic shapes – with a bold value proposition and call to action.” – Rebeka Costa
Your call-to-action (CTA) is where you ask visitors to take the next step, it is vital to make it clear and compelling. When using a CTA button, designs should use contrasting, ADA-compliant colors to help them stand out. The text you choose to include should tell users exactly what they’ll get by clicking. Don’t crowd your landing page with a bunch of buttons. Consider when it’s appropriate to use in-text links rather than clickable buttons, to keep things clean and the overall page hierarchy well organized.
Google reports that 61% of users are unlikely to return to a mobile site if they had a bad experience.
Depending on the landing page, many people are choosing to browse on their phones, so it’s important that we make sure everything still looks great on mobile devices. Making sure the design is responsive ensures a seamless experience. We want to see those high-value headings and eye-catching visuals pop on mobile just as well as we would on a desktop.
Once your landing page is live, keep an eye on how it’s performing. Conduct usability testing to gather feedback on navigation, layout, and overall user experience. Check for consistency in branding elements such as colors, fonts, and imagery. Test the page across different devices and browsers to ensure the responsive design and functionality continue to work properly. You can also analyze key metrics such as page loading speed and conversion rates to identify areas for improvement. Then implement informed adjustments based on all the data collected.
Creating a landing page that converts visitors into customers doesn’t have to be confusing. Focus on understanding your audience, crafting clear and friendly messages, and optimizing visuals for a smooth user experience. Keep testing and learning, making improvements, and you should see your landing page start driving conversions.
Are you looking for a team of experts to help you drive conversions with a new landing page? At Solution Agency, we make it our priority to provide you with a solution that creates results. Contact our design team today to discuss your project needs. Our inboxes are open if you have questions about our design services or other design-related topics.
