Importance of UI / UX in designing highly converting landing pages
If you are a digital marketer, I am sure you would have come across the term landing pages. For every marketer, landing pages are one of the primary sources of conversions and hence, are often termed as money pages also. If the landing page is poorly designed, obviously in terms of UX, then it is good for nothing.
But if you are hearing the term ‘landing page’ for the first time, let me make it simpler for you.
What are landing pages?
A landing page is a page on your site that is designed to convert visitors into leads. Landing pages direct the visitor to fill up a contact form in exchange for a valuable piece of content. This can be an eBook, a cheat sheet, a whitepaper, a template / a set of templates or even a free trial.
The landing pages are designed in such a way that it avoids other distracting elements and has only one call to action. Due to this, they are often referred to as squeeze pages also. But what makes landing pages so effective?
Why landing pages are so effective?
Humans can focus only on one thing at a time. Landing pages help in achieving this. While a website may have several distracting elements such as images and videos popping up, has links to other content, has multiple calls to action buttons, landing pages keep these to a minimum.
Landing pages have highly focused pieces of content that communicate the value of the product or the service in a very clear, concise manner to a highly targeted audience. The visitors after doing thorough research, click a relevant call to action button on the website which leads them to the landing page.
This audience is primed and is highly likely to purchase your product or service. Hence, landing pages are used at the consideration stage of the funnel where the prospective clients give up their contact details and are now considered as leads. After that, it depends on the talent and effectiveness of the sales team to convert these leads into customers.
But there is more to this. Though landing pages have highly focused content, they also leverage the invincible power of a solid UI / UX design.
Role of UI / UX in designing highly converting landing pages
The goal of any UX designer is to offer the solution to the problem faced by the target audience of a business. Hence, all the design elements should be user-centric, and keep the user journey in mind. Landing pages are a challenging project to deal with as UI UX designers have to kill two birds with one stone – (i) Help in achieving goals of users i.e. to get the solution for their problem and (ii) Help in achieving goals of business i.e. to lead the user towards making a purchase.
Following are the core UX principles of great landing page design:
1. Visual Hierarchy:
Visual hierarchy should be followed in all aspects. Font size, spacing between the headings and among the lines, clever use of white space, etc. are some elements which help in achieving visual hierarchy.
In the example below, webflow has effectively managed to incorporate the principle of visual hierarchy, where it uses larger fonts to highlight its USP, then a brief description is provided why it is different from other service provides and has a clear.
call to action.
It is proven that users usually read in a “F” shaped pattern and webflow has totally aced it.
2. Clear and single call to action:
One of the key characteristics that separates landing pages from other pages of the websites that it has one and only one call to action (CTA).
This grabs the users’ attention completely and does not provide incentive to the user to get distracted with other CTAs or elements.
Swiftybeaver, native Mac application whose target audience is developers uses a concise copy to communicate clearly what it is meant for and asks users to enter their email in exchange for free access to their platform.
3. Color Palettes:
Colors you use affects the behavior of your visitors, their mood and emotions i.e. the entire user experience. It is therefore important to select the right color scheme for your landing page. Now, how do you go about it? Ideally, The main and accent colors are in the ratio of 90% to 10%. The color corresponds to the offer.
In this example, Hootsuite uses consistent colors to emphasize on free trial option. Had it used varying colors for professional, team and business pricing, the page design would look too awkward and confuse users. The green color of the CTA button communicates one and only one message and leads to completion of one goal i.e. prompting user to start a free trial.
4. Use of list or bullet points:
Last but not the least, using bullets and lists is a great way to highlight the key points you want your readers to see. Also, it can serve as a great way to catch and focus a user’s attention. Information presented in form of bullets and lists is more easily perceived. Therefore, always put the key takeaways in such form.
Bluehost highlights all of the advantages that the user will get if they start a $2.95 per month plan. This enables users to take decision very quickly and compare it with other competitors’ offerings. If these advantages have not been listed, the user won’t know about them and would eventually turn to other competitor who has listed them well.
Key takeaways
Designing a landing page seems to be one of the greatest challenge for marketers as well UI / UX designers. It is a carefully crafted masterpiece which is tried and tested several times after thorough user research, A/B testing and follows the principles of great UI / UX design. Without these principles, it is not possible to design a highly converting landing page. And if the landing page is not converting well enough it is a wasted opportunity.
Always craft a landing page keeping users’ needs in minds, what are the key points they are looking for, and whether these key points will help them in solving their needs. If yes, then bingo! You have successfully managed to create a landing page that converts. But a great UI / UX design will make the user experience much more memorable, easier and faster. If the user has to jump through various hoops before reaching to their solution, they won’t be converting into customers. Hence, landing pages should be meticulously crafted, often with the help of an experience UX consultant, like Octet Design Studio.
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