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How To Design A Landing Page That Converts

Posted by Murray Sye

on Mon, Jan 13, 2014 @ 09:30 AM

Here's an interesting piece of data for you. According to a benchmark report from HubSpot, companies see a 55% increase in leads when increasing their number of landing pages from just 10 to 15? Nothing to sneeze at right? Landing pages are a fundamental part of a successful inbound marketing strategy and the hub of your lead generation efforts. Custom landing pages should be tied to every campaign or offer you create.

 

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But while we all agree that more landing pages equals more conversions, the other takeaway is that your landing pages must be presented well to perform well. And that's the challenge that we're here to help you with today.

Here are 7 design best practices that will help increase conversion

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1) Don't hesitate. Get to the point!

Short attention spans, impatient, time-strapped – we need to consider this in each and every landing page we create. Online audiences tend to avoid reading through an entire page of information. We all do it, we visually scan the screen to find what we're looking for. People come to your landing page for a reason so make sure you address that reason clearly and succinctly by highlighting the value of what you're offering and how it will address their needs, interests or problems. Heads, sub-heads and easy-to-scan bullets must communicate the offer as quickly as possible.


2) Contrasting colours will help

If we want to attract the attention of a time-sensitive visitor, you'll need to make sure your call-to-action (CTA) button stands out on the page. Use a colour within your landing page that is a sharp contrast to the rest of the page. This allows the button to pop off the page and easily grab the reader's attention.

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For example, let's look at the landing page example above. While the entire page employs a subtle grey, the form submission button itself is a bright magenta. The button pops off the page.


3) Keep your brand top of mind

Make sure your visitor knows where they are by placing your logo strategically at the top of the page. While you don't need to make it the focal point, make it apparent enough that people will recognize the landing page as being a publication of your business. If your visitor comes to your landing page from an external non-branded source like social media, you'll want them to know who you are. Once you've decided on placement of your logo, maintain that position on all your landing pages to maintain consistency. 


4) Keep it clutter-free

Don't confuse your landing page by displaying extravagant visuals. Displaying a number of visuals will distract the visitor from the main point of the landing page, creating more friction instead of supporting conversion. Keep your design simple and get to the point quickly, which brings me to my next point. While images and graphics are certainly attractive, they can also increase load time of your website. In fact, according to the Aberdeen Group, a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.


5) Formatting is essential

A well-crafted landing page includes headlines, images, copy, bullets, form etc. that are clearly laid out in a way that highlights the value of your offer and tees up a conversion by creating a visual-friendly user experience that guides visitors to complete the conversion.

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Here's another example of a well-crafted landing page. The headline, sub-header along with a call-out box with additional bulleted copy is laid out in a clear, easy to digest landing page as a result of its aesthetic formatting.


6) Add share buttons

Adding social proof to your landing pages adds third-party credibility to your content and offers and can help boost conversions. Additionally, adding case studies or testimonials can help with conversions. Take a look through your social media networks like Facebook or Twitter. If you can quote someone who left a complimentary message on your Facebook page or consider embedding tweets from users who have downloaded your content. Social proof goes a long way to add credibility to your brand.


7) Be consistent

According to a study from MarketingSherpa, when analyzing which elements of a landing page has the greatest impact on overall website performance, page layout came out on top. This is likely because page elements that alter the layout of a page can make it harder for visitors to navigate the pages on your website. For maximum results, take some time to A/B test elements of your landing page, but be sure you're not radically altering the page layout every time.

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Flickr photo credit: by Mohammed Nairooz
Infographic courtesy of HubSpot

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.
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