Last updated - February 24, 2020
Whether you are running an online business or a brick-and-mortar store, customer experience will always be an indispensable part of your brand strategy. In fact, it is increasingly being leveraged as a form of an extended marketing tactic by brands who want to differentiate themselves from their competitors.
When it comes to customer experiences in the digital world, landing pages function as effective building blocks of any customer journey. Hence, it goes without saying that it is important to optimize every landing page to the point of flawless customer experiences. The right landing page would only incentivize and motivate customers to take intended actions, leading to increased sales and engagement.
Importance of Landing Page Design
Landing pages are often the first point of contact for your prospects. An ideal landing page design:
- Focuses on the offer of the campaign and not the company.
- Is free of any element that might function as a distraction.
- Leverages easy and intuitive mode of capturing the information.
- Cater to a specific set of audience with a specific goal.
- Aims to collect targeted information about prospects.
- Allow users access to other marketing channels.
- Helps to generate targeted leads for sales reps.
- Enables marketers to understand the engagement level prospects.
- Collects data that fuels other marketing and sales efforts.
With that in mind, here are the key elements of effective landing page design that you need to optimize for better conversions rates:
- Social Sharing Buttons/Links
- Hidden Navigation
- Lead-Capture/Conversion Form
- Support Features
- Device Optimization
Let’s dive deeper and understand how you can tend to each of these elements for a landing page conversion strategy that works like a charm.
Best Landing Page Design Practices to Enhance Customer Experience
Mistakes while designing the different elements of landing pages can be critical enough to cripple your whole campaign. Even after this, there is a substantial disconnect between the importance of landing pages and how they are used by marketers. According to research, 44% of clicks that online B2B companies receive are directed to the homepage of the business instead of a dedicated landing page. And among the companies who do use landing pages, 62% do so with 6 or fewer pages.
It’s time to steer clear of such marketing mistakes and look at the key practices that will help you design impeccable landing pages that convert.
1. Reduce the Page Load Time
Having a landing page that loads quickly is important not only for SEO-purposes but also to keep profits high. Crazyegg reports that a delay in load time of just a single second can result in:
- 11% fewer page views
- 16% decrease in customer satisfaction
- 7% loss in conversions
If we dig deeper, we find that 47% of consumers expect websites to load in two seconds or less and as many as 40% of them would abandon a web page if it takes more than 3 seconds to load!
Here’s how website performance affects the behavior of digital customers.
Here are some ways in which you can speed up your website in 2019:
- Minimize the number of HTTP requests that the page makes.
- Optimize technical SEO elements, such as reducing image sizes.
- Reduce the response time of servers.
- Leverage regular compression audits.
- Enable browser caching for repeat website visitors.
- Reduce the number of plugins on the landing page.
2. Leverage Real-time Communication
By creating seamless, personalized, and real-time user experiences, customer support agents can tap into the buying habits of customers. They can also amaze customers and boost their buying experience with timely resolution of their queries. Real-time user engagement tools are making it increasingly easy for companies to realize the benefits in this space. Here is how companies are helping users to leverage the benefits of real-time communication:
- Cobrowsing: Providing interactive support to customers on mobile and web apps by sharing live screens, providing visual cues, and navigating across customer browsers.
- Live Chat: Engaging customers in real-time via live chat tool and in-app messaging.
- Chatbots: Scaling customer support efforts with an AI-driven messenger that automates up to 80% of customer query resolution.
Benefits of real-time support include:
- Creating personalized user experiences.
- Build customer relationships based on trust.
- Improve response rates and decrease hold times.
3. Make Websites Mobile Optimized
Statista reports that about 48% of the Internet traffic in the world today comes from mobile devices and this has been on a steady rise over the past 4 years.
Figuring out the anatomy of a perfect mobile landing page should be a priority for any marketing strategy. You can begin by mapping out the entire digital journey of your prospects and understanding how they will be interacting with the website through their mobile devices. Once you have the requisite information, simply follow these tips:
- Create a separate landing page for mobile.
- Use a click-to-call button that is easily visible and big enough to click on.
- Smart navigational elements such as ‘click to scroll’.
- Use headers and footers that stick.
- Don’t overdo on graphics and videos.
- Crafter shorter copies that are optimized for smaller screens.
- Optimize the pop-ups for mobile.
- Consider using single column layouts.
- Place CTAs at the top of the page.
- Leverage the benefits of Accelerated Mobile Pages.
Here’s an example of a highly optimized landing page of Todoist.
Not only is the copy short enough to convey the message quickly, but the page also uses the right amount of white spaces while keeping the design elements as minimalistic as possible and the best part? A clear and bold CTA at the top.
4. Make Websites Responsive
The way the website looks and speaks about the brand should not vary from one device to another. To ensure a consistent brand experience across different screen sizes, ensure that your website is responsive. Simply put, it needs to be user-friendly for mobile devices with elements such as:
- Readable text without requiring zoom.
- Adequate space for target taps.
- Zero horizontal scrolling.
Non-responsive websites can even witness a decline in their search engine rankings, making responsive websites a necessity rather than a choice.
Successful responsive web design has three components:
- Fluid grid: Ensures that designs are flexible and scalable with web page elements that can adjust to a specific screen-width based on percentages.
- Flexible text & images: These adjust within the layout width and according to the content hierarchy set within the CSS.
- Media queries: Code that defines the flexibility of the web page’s layout and the associated CSS for the particular device’s breakout.
Apart from this, you also need to pay attention to your navigation and include elements such as icons paired with text, in-page links, collapsible menus, and drop-downs.
5. Optimize Every Visual Element
Use interactive designs that appeal to website visitors with a visual language that gets the message across without overwhelming them. For instance, while choosing the colors of your web page, understand the importance of accessibility. You can test a range of fonts and images on various devices while also balancing the scale between background and text.
There are two design philosophies that you can use here:
- Keeping the design simple, intuitive, and non-intrusive.
- Using extensive and jaw-dropping visuals that capture attention.
For example, Asana makes use of a simple design that caters to a broad target audience.
Each of the visuals actually shows various aspects of the tool in action, making it easy for users to understand how it can help them.
6. Write Compelling Headlines and Copies
Headlines are often the first landing page elements that visitors notice. In fact, about 5 times as many people read the headline compared to the ones that read the body. This makes them a great opportunity for brands to set lasting first impressions. The process usually begins at doing the homework and understanding every stakeholder that is involved:
- Know the target audience whom you are writing the copy for.
- Understand how they think and digital behaviors that dictate them.
- Dig deep into every possible need of this audience.
Some handy tips for writing and showcasing headlines and copies that sell include:
- Creating landing pages with dark backgrounds that place the attention on the text.
- Using bright font colors along with large and concise font styles.
- Making the headline copy high-quality with attributes such as:
- Including numbers and statistics
- Using the right keywords
- Asking the right questions
Here’s an example of a landing page copy from MeetEdgar that converts.
The headline of the landing page clearly states what the website offers, the benefits that users would be receiving, and why they should choose the tool. And while it does all this, it even addresses their reservations about social media ROI.
Focusing on the quality of the landing page is one of the best ways to boost conversions and revenues. By integrating elements of natural human psychology and marketing techniques, users can create strong motivational hooks that entice visitors to take the requisite actions!
What is your go-to landing page design strategy that brings results? Share with us in the comments section!