By: Penny, EzineArticles Managing Editor
So, how is the quality of your landing page?
When it comes to designing your website, your number one concern should be user experience. You want users to come to your site and be drawn in by what they see. Knowing this, one of the most important aspects of the design of your site should be the landing page. A successful landing page not only keeps visitors at your site, it encourages them to sign up for your promotion or to purchase your product (also known as creating a conversion).
Creating a High-Quality Landing Page:
- Go to the Right Place – Make sure that your landing page lands directly on the headline or part of the page that you intend it to. There’s nothing more annoying than clicking on a link and having to scroll all over the place trying to find the information you want.
- Convince the Visitor to Stay – People, in general, have very short attention spans. If not provided with sufficient content such as a form to fill out, some product to consider purchasing, or information for them to read immediately at your landing page, you can almost guarantee they’ll be hitting the “Back” button and leaving your site. Getting users to interact with the website will make them feel connected and involved, thus potentially leading to more conversions.
- Be Clear and Concise – A visitor doesn’t want to have to read a novel to figure out what you’re making available to them. Think simple. We live in an “I want it now” culture, and if users aren’t figuring out what you’re offering within the first few seconds of their visit, they’re going somewhere else. Describing your services or product in a short and professional manner is the best way to increase conversions.
- Make it Look Good – The attractiveness of your landing page can have huge psychological influences on a visitor. You don’t want to include content on your landing page that is distracting. Users generally don’t like opt-in boxes and advertisements scrolling across the page as they’re trying to absorb valuable content. Also, the colors used on the page can have a positive, or negative, effect on visitors. Choose colors that are softer and easier on the eyes. Blues and greens are good examples of “non-threatening” colors. The user will be more likely to feel comfortable and stay at your site. Reds and yellows tend to evoke bold and aggressive feelings, which may cause the user to feel tense and leave. You also don’t want to use an extreme amount of color in your design. The strategic use of white on your landing page can help lead the visitor to exactly where it is you want them to be directed.
- Make Your Call to Action (CTA) Visible – If you want to have visitors sign up for your email list or to buy your product, tell the user what you want them to do. Again, simplicity is key. Using phrases like “Sign Up Here” or “Click Here to Order” will tell the user exactly how obtain your product. If you place your CTA further down on your page, you may be losing potential conversions, especially if the rest of your landing page isn’t that appealing.
- Avoid Using a Flash Page – Although it may look incredible, Flash pages rarely provide conversions for your site. As mentioned earlier, people have short attention spans and little patience. When they click on a link thinking they’re going to get particular information, and suddenly a Flash page starts to load, they probably aren’t going to sit and wait for it to finish. They’ll think about how many other sites they could be looking at while this page loads and will quickly leave. Also, many Flash pages that do completely load usually have a button saying “Click Here to Enter Site” or something to that affect, which in turn leads to the desired information.
Remember, you’ve created your website with the purpose of providing a service. Your landing page needs to render a good user experience if there’s any chance that you’ll be able to accommodate the needs of potential conversions. Keep your landing page clean and informative, and provide the information that has been promised. Implementing these tips will only increase conversions. Then you can sit back and enjoy all the fruits of your labor!
For more great tips on creating a smooth, effective landing page, check out this Blog post from August of 2009.
Take a few moments right now to review and improve the quality of your landing page. And please leave a comment if there are any suggestions that we overlooked.