How to design a landing page?

As the first encounter between a product and new users, the importance of a landing page is self-evident.

• Should the landing page be simple or rich?
• Should we let users make their own choices or let them follow our results?
• How much content does a landing page need to carry so that users don’t “explode” at a glance?
• How to design and optimize landing pages to improve conversions?

01. What is a landing page?

A landing page is also called a "landing page". It is often used in marketing or advertising activities. It mainly refers to the first page that potential users click on through channels such as in-site banners, off-site information flows, and search engines. The purpose of a landing page is very simple, which is marketing conversion.

The landing page is the carrier tool for implementing your content marketing strategy. Its purpose is to persuade users to complete the actions we specify, such as filling in information, downloading APP, purchasing products and services.

The landing page should have the ability to jump to other pages, such as jumping to your product page or lead conversion center by clicking a button or link.

The landing page should be found through search engines or redirected through your official website or other pages, thereby improving the ability to obtain information.

02. Why is the landing page so important?

Landing page production is the most easily overlooked yet most important link for enterprises. It plays an important role in receiving traffic and converting users, and is the terminal link in the marketing process. The landing page is not a creative draft, and must be considered from the perspective of the overall product and marketing strategy.

How to increase user views, retention time, and conversion rate all require repeated consideration by the marketing department. The evaluation standard for the quality of a website landing page design is data, which is the actual retention and order volume after reaching users. Therefore, when designing a landing page, you should take the goal as the end point, integrate each part of the material, and connect them into an overall marketing linear thinking to guide users to complete the conversion.

03. How to create a good landing page?

When planning a landing page, many people just put whatever they think of, without any overall logical order. In the end, the effect is not good and they don’t know what went wrong.

A good landing page should ultimately achieve the following results:

• Generate brand awareness
• Feeling happy and not rejecting
• Efficiently obtain useful information
• Produce a strong urge to consume or prompt action

1. Determine user needs

Before planning a landing page, we must first understand our target users, what kind of people they are, and what pain points they have? What do you care about most? The points that users are most concerned about can be used as topics, and then sorted in order, and the page framework will be ready.

2. Clarify conversion goals

Conversion goals are the core indicators for measuring the effectiveness of advertising and landing pages.

Whether it is a performance advertiser or a brand advertiser, there must be a clear goal for advertising, even if it is to expose the advertisement to a certain number of people a certain number of times, etc. However, this is more brand advertising. Now many brand advertisements also want to be measured by performance, but they don’t know what indicators should be used as conversion goals.

If you don’t even have a clear goal, how can you judge the effectiveness of the landing page, and what counts as a successful landing page design and optimization. There can be one or more conversion goals, but there can only be one primary goal. There can be multiple secondary goals or auxiliary goals for comprehensive consideration.

3. Clear and concise content

Keep the content of the landing page as simple as possible, highlighting the key points and being concise. Try to think about what kind of product landing page theme can attract you? Content that is useful and valuable to you will attract you. In the end, the more popular it is, the easier it will be to understand, and the shorter it is, the easier it will be to remember!

1. The theme highlights the product value

It is best to highlight the practicality of the theme from the point that users are most concerned about, while also highlighting the value of the product. After all, users only see the landing page for a moment. Don’t give users too many choices. Either delete irrelevant or unimportant information, move it to a less prominent place, or hide it in a folding menu.
2. Highlight the overall brand impression;

In terms of brand image, we can highlight the usage of the product. For example: ××× users have already registered and used it, and it is the common choice of ××× users. These specific data can enable users to form perception and remember quickly.

3. Emphasize user value;

The starting point of a landing page is often for promotion, so highlight what services your product can provide, or what rewards and incentives it can provide. These are factors that users are more concerned about. For example, for restaurants, you can use a 50% limited-time discount, and for members, you can write a half-price discount for members. These are all good incentives. In short, users should feel that opening the landing page is worthwhile and valuable.

4. Endorsement by authoritative certification;

Look for endorsements from third-party organizations or influential celebrities. For example, for beauty products, you can write "authoritatively certified by ×××". The endorsement from a well-known organization can give users a sense of trust.

5. User information retention;

If the purpose of a company designing a landing page is to obtain user information, these methods can be used to guide users to leave information and obtain clues. However, generally do not leave too much information, and find enough reasons for users to voluntarily leave information.

6. The content of the landing page should be consistent with the creative content;

Don’t let users feel confused and lost after they are interested in the advertising content and click on the ad to enter the landing page. This may make users feel that this is a misleading ad that deceives them into clicking on the ad.

04. Simple design interface

The guidance of the landing page should be clear, and it is best if users can obtain key information within 3 minutes. Don't let users look around for the key information they want to see, and don't let users think about what to do next. Use typesetting to attract users to see the content you want them to see, attract users to click the buttons or links you want them to click, and clearly guide users on what to do next.

1. The first screen and the title match each other;

The first screen of the landing page is the most important place. After users open the landing page, whether they can see the content they want to see determines whether they will take the next step. In the landing page design, the content of the first screen needs to be connected with the promotional title.

2. Contrast color difference to highlight the key points;

Web design increasingly emphasizes simplicity, so how do you highlight the key points in a concise web page? Using contrasting color differences can quickly attract users' attention.

3. The pictures resonate with users;

The picture design of the landing page is also very important. Aesthetics is not the first consideration for pictures. We need to make users resonate with the pictures.

4. Repeat and highlight important content;

The key content of the landing page needs to be repeated constantly, just like some popular advertisements nowadays, writing the core value everywhere so that users can perceive it themselves.

5. The conversion path is simple and easy to understand

The steps should be simple. The more and more complex the steps are, the greater the possibility of user loss. You can let users complete the conversion in the simplest way first, and then continue to guide them to complete the remaining multiple and complex steps in the subsequent process.

Don’t make users think, don’t distract them, otherwise they may leave at any time or go further and further down the confusing path.

By setting a conversion path, when users reach the landing page, you can encourage them to complete the set tasks step by step according to the set path in the shortest time possible until the users are successfully converted.

At the same time, ensure that the landing page opens correctly and smoothly. Pay attention to the loading time of the landing page and make sure the page can be opened normally. If there are jumps between pages, the page jumps must also be kept correct. Don't expect users to keep waiting.

04. Final words

The landing page is the starting point for users to come into contact with the product. Users from different channels enter the landing page, and user conversion rates vary due to different channels.

Each landing page serves a specific target audience. For the optimization of landing pages, we should not only think about how the pain points and marketing points of the product are distributed, but also monitor the landing pages. Through page click analysis, you can observe which points of your entire page users are most interested in. Through SEM measurement and analysis, you can know which promotion methods have the largest traffic, count the detailed information of the sources of major channels, and optimize the landing pages based on specific analysis to provide users with valuable content.

Improve the conversion rate of landing pages from multiple angles such as layout and design, copywriting, channels, and promotion, and ultimately improve user experience and acceptance.

Author: Zhuge io data coach

Source: Zhuge io Data Coach