UX, Landing page & Conversion

As UX is getting prominence; let’s see how it can drive your users to realize value ads and, of course “Convert”…

Well yes! Landing page acts as a gateway for your visitors and improves probability to earn them as a loyal user. It helps your users to understand proposition of your product/service and finally get converted.

While designing successful landing page one must have 3 guiding goals in mind. These are:

• Conversion: Visitors landed vs converted (goals)
• Clarity: Content/ messaging on landing page should clearly specify the purpose your company serves as you have less than 3 seconds to make the value of your offer clear to your visitor. (Tell visitors exactly what you’re offering)
• Friction reduction: Think from user’s perspective as what all they might want to see as a visitor (signup, features, intro etc.)? Try to make that available upfront.

Every person sitting next to you is different, their ideas, preferences, likes, dislikes are different. That’s the reason each landing page is centered around a specific target audience, which implies that it’s crucial to snatch their attention, keep them connected with and in the long run transform them into customers.

Considering this, I am pointing out few critically important UX aspects to help you achieve higher conversion.

1- Keep your design simple yet appealing: Simple and appealing landing page design makes it easier for visitors to be on right track and not getting distracted.

I personally find Kissmetrics landing page pretty appealing. One of the best thing is that It’s not over flooded with content.

2- Clear CTA: Obviously yes! A clear CTA catch can guide visitors, inspire them to make a sought move, enhance conversion rates, and at last help your site accomplish its characterized goals.

If you have a long landing page, try to repeat your core message and/or CTA throughout the page at comfortable interval. This helps to reinforce your purpose and probably help in better conversion.

You’ll also find CTA on each fold of Hubspot landing page.

3- Simple language: Let’s check out Sketchapp’s landing page for understanding this.

Sketchapp’s landing page addresses 3 major points that we should keep in mind while writing content for the landing page. These are-

• What the purpose of this app- “Professional digital design for Mac”
• Why user’s need it- “Sketch gives you the power, flexibility and speed you always wanted in a lightweight and easy-to-use package”
• Dominant CTA: “Download Free Trial” and “Buy now for $99”

4- Engagement media: One of the best way to communicate your offering to your visitors is to have some engagement media available in the form of image, infographics, audio or video.

Now a day, Visitors are more likely to spend time on your site by watching a video as itʼs easier than reading. That’s the reason we at CanvasFlip have kept an introduction video in the 2nd fold of landing page. This helped us putting forward how CanvasFlip generates UX insight just by sharing the prototype link with client/stakeholders.

And not surprisingly, we achieved 13% higher signups in comparison to earlier version of our landing page.

5- Explain how you are solving visitors pain point.

I find Intercom’s landing page as one of the best example for this. Infographics clearly shows how they are bridging the communication gap between customers and companies.

Concluding:

We’ve noticed a real shift in design trends that focuses on flawlessly designed landing pages and since we’re living in the world of startups, we get only one chance to make a first impression, so presenting our product well becomes critically important.

Though there’s no thumb rule to design killer landing pages but keeping in mind above discussed UX aspects you can you can create landing pages that stand apart from the competition and provide you the attention your product/service deserves.