Leverage These Landing Page User Experience Principles to Boost Conversions
Say, you are looking to buy something. What do you do?
You type in your search query into Google’s search bar. You find an ad that seems relevant to your query and you click on it. As soon as you land on the page, your eyes stick on an attention-grabbing element above the fold.
You click on it hoping for specifics, only to go round and round without ending up with any specific details that you were hoping for.
A page that’s difficult to use will frustrate visitors, undoubtedly, like in the above hypothetical situation. That’s why usability must be the number 1 priority on your landing page. Let’s take a look at some essential usability principles to keep in mind when building a landing page.
When building your landing page, you might be tempted to veer away from design conventions in order to stand out from the crowd. But you really shouldn’t. Here’s why.
Internet users have come to recognize some essential elements.
For example, if a button does not look like a button, your visitors can be confused.
The logo should be placed on the top left corner of the page as that’s where the visitors’ eyes will first land.
When you click on a product listing, you expect more information and not endless clicks that take you nowhere and frustrate you instead.
Stay consistent with the design conventions. You can stand out by having a clear USP.
Design elements should be clear so visitors know what to expect. Here are some things that can help bring clarity on your landing page.
- CTA buttons should help visitors in understanding what will happen when they click on it. If there’s no clarity, visitors may not even click. And if there’s a message mismatch, they may become frustrated.
- Your offer must be easy to understand. If you want visitors to understand the value of your offer, be sure to present it in a manner that explains the benefits clearly.
- Form labels should be clearly marked so visitors know what exactly you want from them.
The most important thing to keep in mind when designing your landing page is that you’re designing for your visitors and not for yourself. And your visitors don’t have a lot of time.
- Your text should be optimized such that visitors can skim it easily. Use visual cues such as size, color and placement to differentiate your most important content from the rest.
- Convey the importance of your message with visual hierarchy.
- Keep your form short, precise and easy to fill as much as possible.
- Eliminate distractions of all sorts that may come in the way of conversions such as a navigation menu, outbound links in the footer or competing CTAs that advertise other promotions and offers.
Bear in mind that user experience varies for every page. Each design element on your page – the color, font, font size, layout, shape – affects the way your visitors experience your landing page. So determine the impact of your landing page on your conversions with A/B testing and take it from there.
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