Landing page design plays a huge role in converting website visitors into leads. The whole purpose of a landing page is to get a user to take action...download an eBook, read a case study, schedule a demo, etc. Higher conversion rates lead to more sales and greater ROI. So you want to be sure to optimize your landing page design for the best possible chance of success.
So what can you do to your landing pages to ensure the highest possible conversion rates? Sometimes small changes in color, copy, or layout can have a big impact. It’s important to use A/B testing to test the effect of your changes one at a time to see what works for you, but here are 10 landing page design tips you can put into place today that can help convert more leads.
1) Make Your Landing Pages Visually Compelling
According to a study by Microsoft, you have only 8 seconds to capture a website visitor’s attention. In that short amount of time, your landing page must convey:
- what your offer is about,
- convince the viewer why they want and need your offer, and
- tell them what to do next.
In order to accomplish all of that in 8 seconds or less, you need a clean, clear design.
- Start with a strong headline that immediately tells your visitor what your offer is about. You should have no more than one call-to-action (CTA) per landing page. This provides clear next steps to your reader.
- Create an enjoyable user experience with high-quality images, video, or GIFs. According to studies by Eye View Digital, videos on a landing page can increase conversions by up to 86%.
- Most people these days are skim readers. Use bullet points, bolding, and white space to break up the text and make your most important text stand out.
2) Color has Impact
Color psychology is the study of how colors affect human behavior. Colors are thought to influence our buying choices, therefore the colors you choose for your landing page can have a big impact on conversions. Here are a few simple things to keep in mind when in comes to choosing your landing page color scheme:
- The readability of your page can be improved with smart color choices. Make sure to use contrasting (yet complementary) colors to make your CTA button stand out. A color wheel like this one can help you find complementary colors for your specific branding or campaign needs.
- Remember your buyer personas? It turns out that women respond better to blue, purple and green, while men like blue, green, and black. Keep this in mind when designing your landing page.
- Some colors have certain psychological associations and these can vary by age, gender, and culture.
3) Use Action-Oriented Copy
It’s right there in the name - call to “action”. You’re trying to prompt an immediate response. The more action-oriented your Call to Action (CTA) button is, the better your conversion rates will be. Just remember:
- The text on the button itself should be as clear as possible, communicating to the visitor what will happen when they click.
- The copy on the landing page should help explain why your visitor should click.
Here are some other considerations when it comes to your landing page copy:
- Use action-inducing verbs like Download, Learn, Start, Request, Send, Tell, etc.
- Don’t forget to include “value” words - these are the ones that explain the why. Focus on how the reader will benefit from your offer. Examples of value words include: Need, Want, Free, Profitable, Guarantee, Results, Success, Valuable, etc.
- Words with negative connotations can be just as powerful. Consider using words like Confused, Worried, Sick of, Don’t, Watch Out For, etc.
4) Create a Sense of Urgency
The sooner you can get landing page visitors to convert, the sooner you can begin nurturing those leads and move them further on their journey to becoming customers. One way to speed up conversion is by creating a sense of urgency. This idea plays on the reader’s fear of missing out (FOMO). There’s something so alluring about scarcity! Here are some tips for creating that sense of urgency:
- Provide an urgent timeframe by using words like: Now, Today, Live, Limited Time, Before, Immediately, etc.
- Have a countdown timer show the amount of time left until the offer expires.
- Show the number of offers that have already been claimed, or the number of offers left before the deal ends.
5) Generate a Sense of Inclusion or Belonging
Most people want to belong, and very few of us want to feel left out. This is another small but impactful aspect of human psychology that can increase landing page conversions. You can create this by:
- Using words like: Member, Insider, Group, Team, Limited, Exclusive, etc.
- “Social-proofing” by showing the number of “members” who have already claimed the offer.
6) CTA Placement
Where you place your CTA on your landing page can have a big impact on conversion rates. You’ve got a few different options when it comes to placement, but test them to find out what works best. Don’t be afraid to change it up and test, test, test! Here are some placement considerations:
- Above the fold. This is probably the most common placement. It immediately draws the visitors’ attention to your CTA while reducing the risk that they miss it altogether. Generally speaking, above the fold works best for simple offers.
- Below the fold. Some people feel it can come off a bit aggressive to shove your offer in the visitors face before they’ve had a chance to become properly engaged with your content. Putting the CTA below the fold gives the reader time to digest your content before being presenting with a choice. This works particularly well for more complex offers.
- Multiple CTAs. Mid-page CTAs can work in a blog post. It’s a great way to catch those skim-readers who don’t make it all the way to the end of your post.
- Left vs. Right. Studies have shown that people typically view landing pages in a “Z” pattern because of the Western habit of reading right to left, top to bottom. When used in landing page design, the Gutenberg diagram dictates that the best placement is the bottom right quadrant, above the fold.
7) Bigger is Better… to a Point
Due to the rise of people viewing landing pages on their mobile devices, the size of your CTA button impacts the conversion rate of your landing pages. If people can’t click on your CTA with their thumb, you’re missing out on potential customers! Small buttons are also easy to miss on a computer screen. Here are some guidelines:
- Your buttons should be large enough for mobile clicks, but not so large that they overwhelm the reader. It really is a case of “not too big, not too small, but just right.” The only way you can find that sweet spot is through testing.
- The space around your button is just as important as the button itself. Don’t forget to add whitespace around the CTA so that it stands out.
- There is no “one size fits all” when it comes to CTA button size.
8) Get Personal
Landing pages that create personal connections by presenting highly relevant offers have higher engagement and greater conversion rates. It can be as simple as knowing their name or as complex as showing targeted messaging based on how they navigated to the landing page. The more you know about your leads, the more relevant and targeted you can get.
- Use your customer data to customize things like: name, company, job title, location, age, gender, language and buying stage to create a truly tailored experience for your viewers.
- Just mind how personal you get (and how soon). You don’t want to come off like a creepy stalker!
9) Use Directional Cues
Subtle, visual cues can help guide the direction your visitors take. You can use directional cues to point readers toward the most important elements on your landing page, like your headline and CTA.
- They can be obvious visuals like arrows, lines, or people pointing or gesturing.
- Or, they can take the form of more subtle images of people with eyes gazing in the direction you want the user to look.
- You can also incorporate graphic design elements like framing, white space, and color to create areas of focus on your landing page.
10) Remove Page Navigation but Add Social Sharing
Landing pages are designed to promote and convert visitors on a single, specific offer. Navigation links make it easy for your visitors to click over to other pages, so they don’t really belong on a landing page. Try removing all navigation (including top navigation, sidebar navigation, footers, and other links) to limit the temptation for your reader to move on. The one exception to this rule is social sharing buttons. Let your viewers do your dirty work!
- After the visitor has converted via your form, add navigation links back in on the “Thank You” page.
- Add social sharing buttons to make it easy for them to share your offer with their network of contacts. But as HubSpot suggests, just be sure that the URL you include in these pre-populated updates links to your offers' landing page, not the thank-you page where leads can access the offer (remember, you want to capture that conversion first!).
Landing pages have one purpose: to convert visitors on your website into leads. Using one or more of the 10 landing page design tips highlighted in this article, you should be able to significantly increase the amount of conversions (and eventually sales) on your website. Just remember to conduct A/B testing to the changes you make as you go!