Grabbing a user’s attention at first glance when they visit your landing page and ultimately prompting them to interact with your content has gone beyond how voluminous your content is.
In the world of today, providing a unique user experience and a creative design feel are the key ingredients to the success of your landing pages.
How do we then create effective landing pages with the best user experience design in 2022?
That's what this article is set to uncover.
- What is a UX landing page?
- How to Create UX-ified Effective Landing Pages
- Practices to making User-Centric Landing Pages
- 5 Landing page design elements for maximum impact
What is a UX landing page?
When it comes to landing pages, UX refers to how your potential customers use your landing pages, interact with them, and, ultimately, how those interactions make them feel about choosing your brand over others.
From design to messaging to functionality, your landing page UX is the sum total of every interaction a visitor has with it. More crucially, UX isn’t just the inputs that go into creating it; it’s the outcomes as well (i.e. conversions, leads, sales, revenue, profit).
How to Create UX-ified Effective Landing Pages
Different projects require different approaches when it comes to UX design; the approach to Product Design differs from the way we design a Landing Page, do Branding & then UI/UX, etc.
The Landing Page design process is to be done following these four steps:
i. Defining Your Goal & Unique selling point
ii. The layout sketch
iii. Preparing the UI from the layout
iv. Design
Let's begin with,
Step #1: Define the scope & Unique selling point
Going right into the design of your landing page without having a clear goal of how or what you want out of your landing page, will most times yield negative results. You should clearly define before the start what the goal of your page is; what you want to get out of your landing page – be it leads, clicks, sales, etc.
You can then go on to define Your Unique Selling Proposition (USP) by answering these questions: What makes you different from your competitors? Why should someone choose you over another brand?
(Graphics needed to illustrate goal setting & USP)
Step #2: The layout sketch
The second step in designing a Landing Page is to create a sketch of the layout, also called a wireframe.
The layout sketch gives you an idea of what structure the overall page will take, and how navigation will flow. It’s basically sketching a layout for your landing page.
To get started, all you need is a pencil and some paper. (Or if you want, an iPad and an iPencil). The layout sketch (Wireframes) allows for a quick iterative design process.
Step #3: Preparing the UI from layout
A prototype is basically the second iteration of a design, as it is built on top of a wireframe.
The next step to our High Converting Landing Page design is to build the prototype, which is a more refined mockup of apps, websites, etc.
The goal when it comes to prototyping is to build the number of sections and areas visually, without adding color or images to the design yet. This is to be done using Figma.
Step #4. How to Build a Landing Page in Figma
The final step is where all the elements will be pulled together, and all spaces in-between filled. This includes replacing blank boxes with real images, placeholders with content, and greys with color.
It's important to do a bit of research into what sort of Landing Page you will be building. Most things can often be extrapolated from the logo, such as what kind of design and color will be used.
Practices to making User-Centric Landing Pages
Landing pages, although very similar to common websites, serve a different purpose. Here are the key characteristics that help make a landing page look great and convert well:
Visual Simplicity
Visual simplicity takes into account all elements of a landing page’s user interface. Maintaining visual simplicity and a minimalist design is important because it improves visitor focus and helps to showcase the value proposition.
Here are some characteristics of visual simplicity:
- Visual simplicity maintains whitespace that focuses visitors on calls to action (CTAs) by isolating them from other elements.
- Visual simplicity makes it easy for the key features and calls to action to stand out.
- Visual simplicity creates contrast by displaying elements in a way that makes them stand out.
- Visual simplicity maintains the design flow by placing elements in a way that directs the user to keep reading.
A Great Landing Page Starts with Great Media
The right images and videos on landing pages will help persuade visitors to act on the call to action. A great image helps tell the story, demonstrates the product effectively, and creates a personal connection with visitors.
The relevance of displayed images is crucial. Displaying images of friendly-looking, real people instead of generic stock images helps to build trust with visitors. Including relevant product and service imagery gives visitors a better understanding of what they are buying.
Research on the effect of video on landing pages suggests that videos have more impact than still images, where “71% of respondents confirm that video converts better than other content.” Videos help with SEO, maintain user engagement, and better explain the product or service to visitors.
The Importance of Color
Research shows that colors are a big influence on our psychology—on the way we feel and act. Appropriate color palettes improve the user interface and help guide the behavior of users, consequently improving landing page conversions.
Here are few tips on how to use colors effectively:
- Understand how to use high and low colors that allow the creation of high contrast, which is directly tied to copy readability.
- Create a color palette composed of compatible color combinations and built on complementary/opposite colors.
- Consider color symbolism when targeting different demographics. Various cultures interpret colors differently, so what works for one user base might not work for another.
- Understand that color interpretation varies from gender to gender, and there is no “bullet-proof” solution when it comes to picking one.
5 Landing page design elements for maximum impact
The landing pages with the best conversion rates balance five design elements for maximum impact: emotional images, appealing typography, strategic white spaces, motivational colors and relevant CTAs. Take a look at some of the best in the field.
- Emotional Images
Some images are purely functional while others pack an emotional punch. Landing pages from Apple are designed to focus your attention on the devices using repetition and stark background color differentiation. You can do more with less when you start from the emotion you want to convey, and when you have a beautiful product.
- Appealing Typography
Even a small family business can become a major player on the web by mastering the art of typography. Busy Beaver Button Co. shows how many different font and style choices can coexist on a tiny landing page without being distracting.
- Strategic White Spaces
White space, or in this case gradient space, can make all the difference in the world. The BorderBuddy landing page demonstrates how to eliminate the hassles of transporting goods across international borders with a clean line of white text, two CTA buttons and a thumbnail. Not only is it mobile friendly for people on the move, it is as simple as the product promises.
- Motivational Colors
There’s a lot going on in the landing page for GiftRocket, a site for sending cash gifts online. Instead of boring the viewer with details, this landing page conveys the core concept in a strong, central image of a rocket, surrounded by color-coded gifts. The colors are soft enough to not distract from the CTA, but dynamic enough to grab the viewer’s attention and stand out from the crowd. The range of colors suggests there’s something for everyone here.
- Relevant CTAs
The evolution of Dropbox landing pages is a lesson in how to deploy CTAs that drive action while occupying minimal screen real estate. Software for storing documents in the cloud could be a bit complex to explain, but they do it in three words: Your Stuff, Anywhere. With the extra space they can add two CTAs.
In Conclusion,
Landing Pages can be a powerful tool for lead generations, sales, etc. A more Powerful tool however which should give you an edge over competitors would be the use of UX for your landing page designs.
Spoke Design Studio with a group of designers who have worked on over 40+ projects from over 20+ countries noticed a shift in trend, as users interacted more with UX inspired Landing Pages. With a goal of helping businesses achieve sustainable growth through UX designs, We came up with this landing page UX design procedures which are backed up by real data and proven to increase conversion rate as compared to conventional landing pages.
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