Designing an effective website landing page will increase the number of site visitors that take the desired action. Below we discuss the web design and content factors which make a good landing page. It's worth first quickly defining what we mean by a web landing page. From the standpoint of the website owner, it is a web page that asks the user to perform a specific task, such as making a purchase or subscribing to an email newsletter. From the users perspective it's a web page that they see after clicking a link on another website (e.g. google searches, a URL in a tweet, email newsletter link etc).
The Important components of good website landing page design include:
A call to action very clearly asks and compels the user to take a specific, desired action e.g. "Subscribe to our mailing list".
An effective landing page requires a strong headline. This should emphasis the main message of what to expect from that web page and lets the user know they are in the right place. When crafting your headline, ask yourself: Is this headline interesting enough and does it make the visitor want to keep reading?
The design of website landing pages should be simple. If the landing page is too complex or overcrowded, the web site visitor might not be able to see what they are looking for and so leave the web site. The more complex a landing page the less chance the user will go on to perform the desired action.
To ensure that the visitor encounters all the web page elements that will help them to take your desired call to action, the eye flow should be well-thought-out.
Every visitor comes to your landing page from a specific source. The landing page has to be relevant to that source. For example, if your ad says that by clicking on it, the user can buy iPads for half the price, then your landing page better be selling iPads for half the price. If the user is taken to your homepage and has to hunt for the ipads you are losing customers at every step.
Internet users are often (quite rightly) concerned about security, privacy and of being scammed.
One way of designing a website landing page that work is by creating a sense of scarcity. For example time specific deals.
Ensure all your landing pages contain trust elements to reassure users. One way is to provide social proof. Social proof can be in the form of displaying tweets about a product, testimonials from previous buyers, and positive reviews on third-party/non-affiliated sites such as review sites and blogs. Other ways include displaying certificates and badges from third-party companies.
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