A landing page is also called a landing page. It is the page displayed to users after they click on an ad. In simple terms, it lets your users know about your products and services. Landing pages have always been the core of conversion. An excellent landing page can achieve twice the result with half the effort in conversion. The article provides a detailed analysis on how to design a good landing page. Let’s take a look at it together.

When users enter the landing page from the entrance, their impression of the brand is established in a very short time. The first impression will also affect the subsequent browsing process. How to make users form a memory point and establish brand awareness the moment they open the page is the challenge of designing a good landing page.

Features of landing pages:

• With clear goals and objectives
• All information serves this purpose

In our operational design work, we often have such small landing page requirements, requiring us to quickly produce high-quality pages. During the design process, designers must understand more details and principles, and use refined operational ideas to handle seemingly simple landing pages in order to truly achieve a qualitative leap in conversions. I will start from four steps to improve the design efficiency, output quality and conversion effect of landing pages.

01. Clarify design goals

The common landing page demand goals are mainly to attract new customers, promote activation, drive traffic, and generate revenue, accompanied by the goals of brand shaping and dissemination, and enhancing brand reputation. When faced with different landing page requirements, designers need to first communicate with product and operations staff to understand the promotion goals, and then complete the construction of the page information hierarchy by breaking down the goals. A good landing page should ultimately achieve the following results:

1. Generate brand awareness
2. Feeling happy and not rejecting
3. Efficiently obtain useful information
4. Produce a strong urge to consume or prompt action

02 Know your audience

With the development of the economy, the market has also entered a refined operation mode. Consumers tend to deal with people who have common interests and hobbies, thus forming specific social and consumption circles, and different circles have developed unique circle cultures. Only by deeply understanding the "language" of different circles, respecting the culture of the circles, and exploring exclusive channels can you win the favor of users. The more you understand your audience, the better you can design to suit your needs.

03 Sort out the information hierarchy

1. Header Image

The header image is the first part of information that users see, and it is also a very prime position. Use concise text or pictures to highlight the main content of the page. Strengthening the exposure of the brand logo and improving brand awareness can also enhance user trust. In the copy, combine the interests that users are most concerned about to catch the user's attention, thereby attracting users to browse the following content.

2. Content of the article

The streamlined information is displayed visually, with interest points, selling points and preferential information highlighted. Users’ time is precious, so we should keep the text as concise as possible on the page and use visual images to help users quickly obtain core information and make decisions.

3. Set up points of interest and surprises

Highlight the extra surprises for users on the page so that users feel they are getting a good deal. You can also use methods such as limited quantity and limited time to give users a sense of urgency and enable them to make decisions quickly. Data shows that the more specific and real the extra surprises you set for users, the more attractive they are. For example, both of them are about inviting friends to get rewards. The text of Case 1 in the picture is: Invite friends and get benefits, and the text of Case 2 is: Invite friends and get a red envelope of 88 yuan. Relatively speaking, 88 yuan is specific and clear, and it is more attractive to users.

4. Supporting evidence and examples

Real customer cases can enhance users’ trust, and real data makes information more convincing. In terms of page design, you can use an interactive form of sliding left and right to shorten the page height and improve reading efficiency.

5. Eye-catching button design

Buttons are important elements that affect the final conversion of the page, so you should pay more attention to their design. Good button copy can guide users to take the next step, while bad button copy will put pressure on users and make them afraid to take the next step. For example, the text on button 1 in the figure is: Pay 99 yuan/year immediately, which gives users a strong sense of command and does not emphasize the user's interests. Button 2: Open a membership immediately, indicating the current price is 99 yuan, the original price is 198 yuan/year, giving users a feeling of getting a bargain, which is more conducive to user decision-making.

6. The entrance and landing page echo each other

A good landing page requires more traffic from the entrance. The entrance has various forms, but the final presentation still consists of: text plus graphics. There is no need to say much about the importance of graphics for designers, but we also need to spend time on copywriting. Being concise and easy to understand are the basic requirements for copywriting. Copywriting is good only if it can resonate with users.

At the same time, we found that the style and form of the entrance should be consistent with the landing page. Users will be more receptive after clicking on the landing page. If you just want to get clicks, using elements unrelated to the landing page or exaggerated copy at the entrance will be counterproductive.

04 Form a template for quick replication

A regular landing page usually consists of: a header image with a clear theme + content with a clear information hierarchy + an irresistible incentive policy + rich and detailed cases + a button that prompts people to "act". Based on common design cases, we can pick out modules with high reuse rates to form regular landing page templates, so as to facilitate fast and high-quality output when similar needs arise.

05 Conclusion

Each landing page serves a specific target user. The design of the entire landing page actually serves the key data in the end. Therefore, the Fogg model should be introduced at this time to explain the entire path to conversion. The Fogg model is simply a formula: B=MAT.

B (behavior) stands for behavior, M (motivation) stands for motivation, which is also user demand, A (ability) stands for the threshold for user usage, and T (trigger) stands for trigger. That is to say, the generation of user behavior needs to be based on user needs, and the usability of the page needs to be guaranteed.

But this is not enough, on this basis we also need to trigger users through design in the page. The three key elements to complete the transformation are motivation, ability and trigger , and none of them can be missing. The focus of landing page design is to trigger user motivation and thus improve page conversion.

Author: Li Kuifang

Source: Li Kuifang