Marketing

The UX Advantage: Design Strong Landing Pages

Hyder Jaffari
November 03, 2023
The UX Advantage: Design Strong Landing Pages

The difference between having visitors to your website and making them customers depends on several factors. Most of them tend to be 'experience' related or, in this case, 'user experience'.

The commercialization of the internet in the 1990s brought about the need for web-based user experiences. Web designers and developers began considering usability and user-centered design principles to create user-friendly websites.

Today, UX design and research roles have become increasingly specialized. Most organizations and companies hire an entire department to oversee various aspects of their business to improve the experience for their clients and customers.

UX Optimized Landing Pages

Let's discuss the elements you would consider in designing landing pages that convert.

Content and Messaging

  • Headline and Subheadings - Short and to-the-point headlines with a value proposition. Help your visitors solve what they came to your site for. Don't ask them to think.
  • Persuasive Copy - Explain why your product or service is beneficial. Keep the points concise and highlight the advantages of what you offer.
  • Benefit Points - Your data and market research will have led you to create a product that solves a pain point; list out the benefits of your product to solve these issues.

Visual Design

  • Appealing Design - From color theory, layout, and typography, placing the proper contrast and emphasis on features along with your branding and identity all come into play to create an aesthetic feel.
  • Visual Hierarchy - Apart from making it look good, there is a science behind the flow of presenting information. Consider the natural eye movement of viewers. Guide their eyes through the design, starting from important elements and leading them through the content.
  • Media - Use interactive media where possible. Video can have a big impact and conveys benefits to your audience with demonstration. Make sure your images are high quality and show various features where necessary.

User Interaction

  • Navigation - You want visitors to find information. The navigation should not just be straightforward but also provide the links that help with decision-making.
  • Call to Action (CTA) - It should be action-oriented and prominent. Make the CTA stand out visually and position it where users naturally look.
  • Form Optimization - Gather only the data you need to invite the user in and keep it simple to get them signed up.

User Trust and Social Proof

  • Social Proof - Customer reviews and a current client list of reputable brands that trust your products or services deliver credibility and quality assurance.
  • Testimonials and Case Studies - Some visitors look for validation before purchasing. Add success stories or case studies that show how others have benefited from your product or service.

Technical Optimization

  • Mobile Responsiveness - You need to design your landing pages to be mobile-ready first. Responsiveness also means the content must be friendly to read and interact with.
  • Fast Loading Speed - Page load times are one of the biggest things that get overlooked the most. Check how fast your page loads on various mobile devices, if available.

Conversion Optimization

  • A/B Testing - Test out variations of your landing page from button colors, headlines, CTA text and media. Some demographics prefer a particular approach, which is fine, as you can tailor landing pages to these areas.
  • Exit-Intent Pop-ups - Though some UX designers frown upon this approach, it does convert minds at the last minute as they are about to leave. Use additional value propositions or incentives in this case.

User Experience Clarity

  • Content Clarity - Your content makes people understand what you are offering. Write it out to be simple to read and comprehend, propose solutions, and explain why they should trust your product to help them.
  • Emphasis on Value - Explain how your product can offer them value by saving time and money or solving a problem.

Follow-Up and Appreciation

  • Thank You Page - Once your customer completes their action, redirect them to a thank-you page acknowledging their purchase. Use this to provide further instructions or offer additional resources.

Effective UX design can have numerous benefits for your business. It can increase user satisfaction and loyalty and reduce bounce rates while improving conversion rates.

Additionally, a well-designed user experience can enhance brand perception by positively associating usability and quality.

In conclusion, UX design is an essential discipline that ensures digital products are not only visually appealing but also functional and intuitive for users. By prioritizing users' needs throughout the design process, you can create a meaningful experience that leaves a lasting impact on your audience.

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