The Landing Page is a staple of most service businesses online. It is also a really good way to market your brand. Find out why you should be interested in setting up a landing page and how important a properly implemented UX is in its context.
What is a landing page?
The definition of this term is based on the juxtaposition of the specific purpose of such a page with its unique approach to presenting an offer or a part of it. In short: it is a website that is created for a specific marketing or advertising campaign. Its main purpose is to encourage an action related to the conversion of traffic to the site.
The landing page must be based on:
- Customer benefits - the part of the offer that will bring unquestionable value to the customer
- Enhanced audiovisual layer - professional graphics or videos increase the number of conversions
- Unique selling points (USPs) - something that sets you apart from your competitors
- Social proof - opinions of customers or business partners supporting your thesis
- Conversion Targeting (CTA) - the overarching goal that can be achieved with the right slogans and methods to drive conversions
Why choose a landing page?
A perfect complement to PPC campaigns and more
Landing pages work perfectly well as a supplement to PPC campaigns, which direct traffic to such a page that reinforces the message of the offer and allows the customer to take specific steps.
Combined with the inclusion of contact forms, a landing page has a large impact on acquiring valuable leads. This is where traffic should also be directed from banner ads or links in newsletters.
Proven effectiveness in terms of gaining conversions
Landing pages are not as popular as sign-up forms or pop-ups because they require much more work and knowledge to create. However, they are the ones that generate higher conversion rates, staying between 2% and 7%, sometimes reaching double-digit results.
This is because this type of site keeps visitors focused through enhanced visuals, less information, and clearly marked calls to action. This keeps viewers engaged by making them click CTA buttons more often.
Better monitoring of campaign results
A properly created landing page with a link to analytical tools is an excellent base for collecting data and determining what really converts. In the context of UX issues, landing pages can be used to perform A/B tests. It is enough to create two prototypes and test them within a campaign to verify their effectiveness after some time.
The data itself is based not only on comparisons. The landing page allows you to monitor the people interested in your offer and provides insight into the sources of traffic acquisition or the marketing campaign from which people came to the site.
You can also get information about the most interesting type of content for a particular target group and what exactly the sales funnel of the entire campaign looks like.
Quick implementation and start
Of course, the previously mentioned pop-ups or newsletters are much simpler to create, however, considering the lower level of user engagement, betting on landing pages is still worth it.
Thanks to the current large selection of solutions, creating a landing page can take little time. All thanks to available generators (Tilda, Getresponse, Landingi, Unbouncee) or modular construction of pages on WordPress (Elementor, WP Bakery).
That's why testing new solutions is much faster and changes can be implemented in a few minutes. The construction of such a landing page is a matter of a few hours at most, of course, with proper planning beforehand.
Landing Page and UX
Ensuring the right user experience is key when designing an effective landing page. The success of the page depends entirely on people taking action to drive the strategy. Each landing page has its purpose, function, and audience.
So it's worth realizing at the design stage what limits the design and what can drive it. Intuition plays a large role in this, in terms of selecting solutions, but it is also worth knowing the methods proven in the context of User Experience.
Mobile Responsive Design
Adapting the landing page to mobile users should be the primary goal of every designer. Mobile First methodology puts the mobile user first, which ensures that the page is visible in any environment.
The design should start with a mobile responsive design template and then progressively build enhancements for the desktop version. This will bring the site fully in line with today's standards while increasing potential conversions.
The main headline focused on benefits
A good way to easily grab the user's attention is to use a catchy headline (e.g. H1). It should also be based on the further content of the landing page in question. Consistency combined with choosing the most interesting features of the presented offer is the key to creating an element that attracts users.
Avoid walls of text, opt for a short message
The landing page should be rich in content, but it should not be too wordy. Customers have less and less time and a large pool of competitors to check, so they are not necessarily interested in excessively long reading. Drawn-out texts are definitely not conducive to keeping the visitors' attention and usually do not convert.
Texts for landing pages should be prepared according to the "less is more" principle and focus on the essence of the offer. Of course, they should be as substantive as possible, and not based on unfounded promises and unnecessary information.
Bet on good navigation
A Landing Page, although it is usually a single page based on presenting the offer, must contain solutions allowing to quickly navigate through it. It is definitely a good plan to link to the main website in a contextually appropriate place. However, we should try to greatly limit the number of links, because according to Wordstream's research, more links distract users.
It's also helpful to include a button that takes you to the beginning of the page to speed up user experience or solutions such as two contact forms (at the beginning and end of the page). In the end, helping users leave a potential lead is a really important aspect that can be taken care of with a simple solution like this.
Keep your brand consistent
A landing page should closely match the brand not only in terms of visuals but also the message it delivers to users. If a brand wants to be perceived as professional, it has to present its offer in a mature way. Regardless of whether it is a landing page or not. The previously built brand image and character should be continued, and any experiments should be consistently implemented in other channels as well.
