When designing a landing page, there are generally two purposes; to convey information or to convert leads. And whether the end goal is ultimately informational or transactional, they still hold a commonality: they need to be captivating and engaging in order to be successful. I firmly believe that following the AIDA (Attention, Interest, Desire, Action) principle when laying out your page is critical to its overall success. Grab the user’s attention. Draw interest and a desire to learn more. Make them take action. But how do you make a user take action? Stick to a few basic rules and you’re sure to make that conversion rate jump like Kris Kross.
When laying out your landing page, don’t beat around the bush. Make things as obvious as possible. The main headline and/or focal point of the page needs to be extremely clear and engaging. There should be no question as to what the overall message is. It should reflect exactly what the user came there for, and convey precisely what it is you are trying to achieve.
Keep Things Simple
When it comes to landing page design, think minimal. Avoid the clutter. Get to the point, supply what information you need to achieve your goal, and leave out the rest. Users will become frustrated with reading through an overflow of content that is not really relevant or necessary.
Be Easy on the Eyes
Yes, looks matter. Learning how to draw and direct the eyes of the end user are key to landing page success. There are several methods for drawing a user’s attention to content on a page, and making it easy to digest. A few that I live by in my designs are:
- Contrasting colors
- Good use of white space
- Large, Informative headlines
- Encapsulation (drawing a visitor’s eye using a framing effect)
Let’s face it, when you’re doing your research on a product or service, getting the opinion of another is usually part of the process. Whether it’s asking a friend about the dealership where they just purchased their 2014 Jeep Wrangler, or how the sushi was at that new Japanese Steakhouse over-town. We value opinions and experiences. Try including a testimonial on your page. Better yet, include some social media links for the user to navigate and view customer interactions first-hand.
Strong Call-to-Action (CTA)
When you get right down to it, you’re trying to make business conversions. Therefore, the primary call-to-action needs to be strong and clear. Having some little text-link or button at the bottom of the page is most likely going to get lost and make your conversions plummet.
Creating landing pages is an art. Think of it like creating an advertisement. Keep it simple and clean. Avoid over-populating the page with unnecessary content. Use contrasting colors, white space, and large clear headlines. But most of all keep the message clear and apparent. Direct the user to your goal and you’re sure to succeed.
Here are a few great (and very different) landing page examples to jump start your creative and lead-gen process.
Know of any others? Did we miss any? Please let us know in the comments section what you think makes for a great landing page.