The secret to designing top landing pages for advertising!

If too much information is displayed on the page, users may lose sight of the main point. Brands should reduce the elements on the page that divert users' attention from the main value proposition information and user calls to action , increase users' visual concentration, and deliver the most desired content to users.

On the other hand, sometimes designers use some inexplicable elements in order to make the picture full, which makes the picture more cumbersome. When designing a landing page, brands should do some subtraction to make the content clear and the theme intuitive, reduce unnecessary interference , and thus improve conversion rates.

Therefore, we should simplify the content and design, and focus on user experience: do not burden users with operations, reduce the steps that make users wait and think, especially for some important and complex functions, such as filling out registration information forms, payment processes, etc. Simplification is one of the effective ways to reduce user churn.

Anxiety can be understood as whether there are factors that hinder conversion, such as what issues users will be concerned about during the conversion process, and whether they are afraid of privacy leaks? The product is not easy to use? Website loading slow? Lots of steps to complete? Don’t trust brands and payments?

Therefore, we need to improve the usability and ease of use of the product, reduce user effort, and increase credit endorsement to gain user trust.

For example, an airline’s SMS link landing page. After you book a ticket, you will receive a SMS notification that the ticket has been issued. You can see your flight information on the landing page and choose to add value-added service products, such as purchasing baggage allowance or meals. Before you purchase value-added services, you need to go through two steps to verify your information. If the system can identify the mobile phone number of the device that opens the short link as the mobile phone number of the person who made the reservation, these two steps can be reduced.

On the one hand, this reduces the effort required by users to complete the entire operation, and on the other hand, it eliminates the user's doubts about whether they already have an account.

Users will have a stronger sense of urgency when faced with quantity and time constraints, prompting them to make purchases. Brands should appropriately create the timeliness and scarcity of their products or services to promote conversion rates.

Quantity restrictions mean that only a certain number of people can own it, which not only creates a sense of competition among users in purchasing, but also creates a desire for users to be different from others. In order to have the "feeling of being different," they will have a stronger psychological ownership of quantity restrictions.

By emphasizing the limited time in the content, such as limited offers, seasonal reminders, and even the tone of the ad text, you can increase users’ sense of urgency and strengthen their motivation to consume.