Today I’m learning more about the UX of landing pages.
What is a landing page and why do users care about it?
According to Optimizely’s blog, visitors will usually arrive at a landing page from AdWords, social media, advertising or as part of a campaign – the goal being visitors to the page complete a desired action like sign up or submit their email.
It all starts with the banner or search ad copy, which needs to achieve one goal: get a click from the right person.
External source of paid advertisement/social media > Landing page > Conversion page
The 3 Ingredients for a High Converting Landing Page from Optimizely
Congruence and context – Is there a match between expectation of the ad that brought them to this landing page?
Trust and value – Is the value proposition being offered attractive and is the business credible?
Ease and simplicity – Is the landing page optimised for people to click through?
Mirror the messaging for better conversion rates
According to Optimizely’s blog, keeping the messaging of the ad with the landing page leads to higher conversion rates and more user confidence.
How do I keep them moving through the funnel to the last conversion step?
- Articulate benefits and support them with simple proof points
- Organize your content and design to support—rather than distract from—your call to action
- Remove friction at every step by asking as little as possible from the user—the minimum amount of information and load time, the fewest number of fields and clicks
- Use a compelling headline or hook that creates a sense of anticipation in the user, propelling them through the last registration step.
How to Make a Landing Page that CONVERTS
C = Clear Call to Action
O = Offer
N = Narrow Focus
V = VIA: Very Important Attributes
E = Effective Headline
R = Resolution-Savvy Layout
T = Tiddy Visuals
S = Social Proof
I would be interested to see how I can test and optimise landing pages even further with analytics. I’ll cover that in the future if possible, for now I’ll start with a simple usability testing.