Improve Conversion with Stellar User Experience (UX) of Landing Pages
By Kamal Jacob
Imagine you come across a creative ad to a website selling a product you definitely want to try, but guess what – you end up wasting minutes just to find the product’s description and few photographs. You get disinterested and strike that product off your wishlist forever!
We all have been there and swore to not visit such websites, uninstalled such apps only because our experience as a user was not apt enough.
Honestly, a poor user experience only costs us a few minutes as users but costs the owners of those websites or apps some serious business. A poor user experience (UX) results in:
i) Increase in their bounce rates
ii) Reduction in their retention
iii) Reduction in customer lifetime value (CLTV)
Importantly, it hurts a business significantly as a poor UX wastes the budget you spent in digital marketing!
Story of Conversion – Digital Marketing -> Landing Page -> Conversion
Before we dive into discussing how the landing page helps with conversion, let’s understand the primary goal of digital marketing. To put simply, digital marketing expands the visibility of your brand, services and products over digital channels such as blogs, advertisements, news feeds, sponsored content, videos, podcasts, etc.
It draws prospects to the first touchpoint with your business, that is your landing page. In an ideal scenario, a great digital marketing campaign should be complemented with an equally great landing page. In effect, a user brought to your landing page via digital marketing is now becoming a paying customer. This is the story of a successful conversion. Conversion is a phenomenon and a metric every business works towards achieving as much as possible.
Clearly, as the landing page is a prospect’s gateway to your business, you want to make sure that it is usable, easy to navigate, easy to understand and most importantly, does a great job of facilitating conversions.
How to Create a Great Landing Page?
In order that your landing page helps you reap the benefits of digital marketing, there are multiple elements that need to be optimized. Let’s discuss them here:
A Catchy Headline
A great headline is the topmost element of a landing page that compels users to go through the page. Not only should it be able to engage a reader, but also should tell the user what the page/product/service is about. An important consideration is to keep it short and easy to understand, following the KISS (Keep it Simple & Silly) principle.
Below are some examples of absolutely seamless headlines:
Image source: https://slack.com/intl/en-in/
Image source: https://www.intercom.com/
Image source: https://www.hubspot.com/
A Great Subheading
An impactful subheading can complement a short yet catchy headline by including persuasive details about the subject. While it should serve as a teaser of the whole page, it should also be persuasive enough that makes the reader want to learn more. Combined with an attention-grabbing headline, subheads could be your best place to make an impact on your readers’ minds.
Visual Imagery and Pictures
“A picture speaks a thousand words” holds true every single time when it comes to keeping your readers engaged while telling them a story. Coupled with the right text, images engage left as well as the right parts of the readers’ brains. However, there are a few important considerations to keep in mind while selecting and placing images on your landing page:
- Pictures should be appropriately sized. They should be large enough to ensure that a reader doesn’t miss viewing them.
- The relevance of the pictures is a top priority while selecting them. In case you’re selling a product, the page should include an image of the product being sold.
- Pages meant to sell services should include a demonstration of the services’ relevance to the readers.
- Quality and resolution of pages should be high enough but at the same time, a very large image shouldn’t increase the load time of the page.
Example: On mixpanel.com, a great combination of headline, subhead and an animated image of their product appears quite engaging. A visitor interested in buying a user behavior analysis product is likely to respond positively to their call to action.
Image Source: https://mixpanel.com/
Talk about the Pain Points
In the body of your landing page, including ‘what they might lose if they didn’t take an action’ is an important message to put across. According to the theory of loss aversion, humans are wired to try harder to avoid pains as compared to gaining pleasure. While trying to increase the conversion, capitalizing on this common psychological trait can be a very effective weapon. Use to lead the readers to progress to the next sections and thus, increase your impact on their minds.
Resolve Pains and Offer Pleasure
While talking about their pains, it’s vital to offer them the solution to their pains using your product and/or services. In addition to resolving their pains, it’s also equally important to offer them a feeling of pleasure and delight. There can be readers who don’t suffer from a pain you’re resolving but are potentially looking to enjoy the pleasure your product or services promise them. As humans, we don’t just want to avoid pains, but we also seek pleasure and we spend time and money for it!
Provide the Information that Helps Convert
As a potential buyer of a product, your readers should know the specifics of the product, ratings, pricing, various plans, warranty information, service and support mechanism, etc. If you think all this is too much content to put on a landing page, fair point! You should create visible links to various other sections that clearly offer these pieces of information and the navigation from the landing page to those pages and then, to finalize a conversion must be a smooth ride for them.
Image Source: https://www.drift.com
Example: On Drift, you can see a comparison, a great heading along with a subhead – everything that makes a great landing page. If you scroll further down, you have all the information that persuades a visitor to try the app, almost instantaneously.
Image Source: https://www.socialpilot.co/
Ensure a prominent Call To Action (CTA)
Call to Action is the point on your landing page which leads to the final conversion. This should be humane, clear, prominently positioned and must not lead to too many steps thereafter.
Example: on Later, their first step to conversion is to allow prospects to create a free account.
Image Source: https://later.com/
Go Interactive and Social with Youtube and Social Feeds
An associated Youtube channel and connected accounts on Facebook, Twitter, Instagram help you build another channel of communication between you and your users. You can use these channels to spread awareness about your products and services, educate the visitors on the usage of your products, and even, receive feedback from them.
Having a well-curated video channel and a well-subscribed and followed social feed instills a sense of trust about your brand among your potential readers. They know that they are dealing with a brand that cares to listen to them and empathizes with their customers’ needs.
How to Validate That You Got Your Landing Page Right?
An important aspect of making a great landing page is to validate that it’s serving its purpose. It goes without saying that if you rely on facts and data about the traffic and user engagement, you can be more confident in your creation. Challenge is, how you get such data!
You can create few versions of the landing page with various combinations of images, colours, placements of CTAs and body text. Next step is to perform A/B tests and multi-variate tests (MVT) on those versions to identify the elements that work best for defined groups of visitors. These tests will give you enough data to make a confident decision about the success of your landing page.
And that’s a wrap. Hope you enjoyed reading the article and got some insights on how to create a killer landing page that can drive conversions. However, if you want to learn the in and out of how to create the best user experience, you can go for User Experience and User Interaction Design Training by Manipal Pro Learn. This training will give you an in-depth view and 360-degree knowledge related to the field