High conversion landing page design framework

A landing page, also known as a landing page or a guide page, refers to a page on a website that a user visitor sees when they see a marketing campaign advertisement pushed on an advertising platform - through emails, attractive discount information posted on social media or advertisements, etc. After clicking on it, the visitor will be linked to the page of a website, which is the landing page.

The landing page contains a lot of information that advertisers want to convey to customers, and the purpose of all the displayed text, pictures and even video information is to discover consumer needs and guide them to leave information forms. The goal is achieved by converting page visitors into potential customers. Merchants will follow up with users based on the collected information. The landing page creates a "clear goal" visiting experience for the visitors, forms a solution with a clear direction for their demands through the presentation of a page, and continues to deepen the relationship with the visitors and advertisers during the browsing process.

Without further ado, let’s get to the point. How can designers design landing pages to more effectively improve conversion results? These key points must be mastered. It is not difficult to make a landing page, but it is not easy to make a good landing page, and it is even more difficult to make a landing page with a high conversion rate. Since landing pages contain a lot of content, the design elements of landing pages may seem simple, but they are relatively complex when combined with the needs of advertisers. This article will focus on how to design a more attractive and higher-conversion landing page.

Landing page design layout framework

Our landing page is ultimately provided to customers. It has three main core functions: introducing products, attracting customers, and converting consumers. Once the core attributes are clear, it is easy to plan the direction and goals of designing the landing page. It is roughly summarized into the following two parts:

The first part is to allow your users to clearly understand the product introduction on your page, and make it comfortable and eye-catching.

The first impression when a user clicks on an ad and enters the landing page is important. It can attract users, and only by attracting users can there be a chance that they will continue browsing. When your potential customers have the opportunity to click and browse, what the landing page needs to do is to make it very easy for customers to obtain the information they want. Therefore, the content of the page must highlight the core and be concise and easy to understand.

The second part is to make your users interested and useful after browsing.

What will the user do after viewing the page? Will they click close directly, or will they actually take action to submit information for consultation, participate in activities, or directly purchase products? When a page can prompt users to take action, it can be considered a true conversion.

Next, we will talk about the design and optimization of landing pages from two perspectives.

Make it easy for users to understand and feel comfortable

So what kind of page will make it clear and easy for users to understand at a glance? The following points are the key points that you must pay attention to when designing a landing page.

01 Standard page

• The overall layout of the landing page should clearly highlight the key information and be consistent from top to bottom.

The overall style highlights key elements, making it easier to position the product and allowing customers to have a more intuitive impression of the product information.

• The overall style of the landing page should be coordinated and harmonious with the graphic, text and video materials.

Only by unifying the overall style and materials of the page can the overall coordination of the layout be increased, chaos be avoided, and user bounces be reduced.

The unified coordination case is shown in the figure below:

02Information layout

The overall beautiful layout of the page can make it easier for users to browse comfortably and stay on the page for a long time.

• Leave Necessary Space

The product center is highlighted to allow users to focus on the topic without distractions. At the same time, keep the picture clear and concise.

Reduce visual confusion caused by cluttered elements.

• Text message transmission

Allow users to browse and receive information better, avoid cluttered screen information and focus on presentation

Bad example:

Positive case: xxxxx summarizes the necessary key information, liberates the user's vision, makes the page information more clear at a glance, and directly hits the key points. As shown below

3. Consider the problem from the user’s perspective

Don't blindly emphasize the attributes of the product. Instead, synchronize what users are paying attention to, organize the language logic of information description from the user's perspective, reduce traditional lengthy information terms, and delete unnecessary content.

Make the content concise and easy to understand, so that the user can understand the inner page information at a glance. Do not test the user's patience with the inner pages. As shown below

03Split screen layout

The design specifications of mobile phones must conform to the user's reading habits, and the design of each split screen must conform to the user's psychology.

When designing a landing page, the following mechanism is generally used for split-screen layout

(Flexible use of layout based on product information and product-related elements, this mainly talks about a design approach):

Grab the customer on the first screen

The first screen is the key information of the page, which needs to attract customers to reduce the bounce rate. So what’s the best way to capture your customers’ interest and how do you avoid incorrect layout methods?

The theme is not clear, the content is not accurate, and the information gap is serious, all of which make it impossible to provide customers with timely information delivery and product description needs.

Therefore, the header image must clearly state the selling point and highlight the core selling information. Do not make the image appear in a cumbersome layout.

It is best to connect a mobile phone button to the form so that users who have already formed a certain positive impression of the product can quickly click to convert. Improve user conversion rate.

Second Screen Core Value

The second screen is mainly to let users understand the value that the product can bring. Explain the important details of the core selling points, so that users can more intuitively understand the value of the core points and deepen their recognition of the product

Third Screen Trust Us

After making a good first impression, it is still time to explain the product, so the third screen should best address the user's trust issue. Whether it is using results, cases, or achievements, the main purpose is to let users know that our products are real, reliable and safe.

Is worth being chosen. At the same time, this part can be combined with forms to guide conversions and improve results.

Fourth Screen Brand Services

You have turned to the fourth screen, which explains the brand history and brand services. Improve users' understanding and trust in the brand, and make users want to buy products.

Make users interested in you and want to take action after reading

Anything that can generate user interest and lead to conversion is the core function of a landing page. Here are two simple summaries of how to do it:

• Categorize user interests and deliver information accurately

Who are our users? How can we meet their needs?

Generally speaking, the main purposes of users placing advertisements are: 1. Increase exposure, 2. Brand promotion, 3. Sell products, 4. Drain traffic and promote conversions

The landing page is designed and produced based on the user's actual information needs, accurately controlling the merchant's purpose and user needs. How to do a good job in brand promotion? The first thing is to master the core elements of the brand.

If you want to increase exposure, you need to increase the shock of the page to attract traffic. If you want to sell products well, you must focus on highlighting the attractiveness of the products. If you want to promote traffic conversion, you must work hard on user interests.

2. Analyze product information utilization skills and follow user logic

The information on the landing page can change in various ways but remain core, satisfying the user's value needs and allowing the user to obtain corresponding benefits in return. Follow user logic and apply information techniques to increase the attractiveness of the landing page.

When designing a landing page, clearly describe the user's value information before inserting the conversion form; and be sure to inform the user of the value return from the conversion.

The above content is the editor’s summary of views based on many years of design experience. I hope that this sharing can bring some help and inspiration to everyone.