To increase your chances of making a winning landing page, there are some common rules of thumb for making it great, although there is no exact formula. Though this blog entry is a great place to start as you make your next landing page design, you should continually test variations to improve your conversion metrics.
Important Information Needs to Be above the Fold
The most important part of your webpage should be in the space a visitor sees without having to scroll. This is known as “keeping it above the fold.” In a place where a user’s eyes will scan to, place a call to action button (“Add to Cart” or “Share” or other actionable item) above the fold. If the button needs to be searched for, you will not get many conversions. Speaking of the call to action, it is crucial that visitors to your site know what to do next after landing on your page.
You will have a negative impact on conversions and distract your users with links to too many pages or sites. Simplicity is key on a landing page. Save the links for your regular homepage. Grammar is also important. If there is sloppy grammar or spelling errors, you risk losing the trust of potential customers. This is especially bad for online retailers who are looking to engage in financial transactions.
Never Stop Testing
The advertising wording and landing page headline should complement each other. For conversion over time, you want to optimize a landing page. This means you should always be testing. To see what resonates with users, change images, run A/B tests, switch call to actions, and change copy. In the long run, you will also benefit from testing two completely different site designs against each other in addition to your A/B testing.
You can give shoppers an extra push to look further into a product and have other positive impacts on viewers when you implement videos of user testimonials, product images, and motivational speeches into a landing page. In addition to testimonials, you can help build trust among new visitors by incorporating guarantee seals, third party security and trust certification, and press mentions.
Keep Colors in Mind
Different colors evoke different reactions within users. Let the reactions below serve as a guide as you design your landing page:
- Green – Associated with wealth, good for entertainment and finance sites
- Blue – Security and trust, business and banks use blue
- Red – Energy, used by food industry and for clearance sales
- Yellow – Youthful and optimistic, attention grabbing
- Black – Sleek and powerful, good for luxury sites
- Purple – Calm and soothing, used by anti-aging and beauty services and products
- Pink – Feminine and romantic, markets services and products for young girls and women
- Orange – Aggressiveness, attention grabbing
These are just a few of the basic guidelines to keep in mind when creating your landing page. As you continue to test, over time, you will find others that work well for your industry.