10+ design tips for landing page
By: Samir T
Tags: Cro, User Experience Design, Design Process, Data Driven, Landing Pages

10+ design tips for landing page

Basically, a landing page is a standalone webpage that users who come from a marketing campaign will see on entry. Samir T Follow Sep 8 · 5 min read

If you are wondering why we don’t direct users to the home page, there are a few reasons.

The homepage is optimized for both new and returning users while the marketing plan is focused on one side only. Due to this, the homepage is full of unnecessary information that increases users’ cognitive load and prevents them from taking action.

Additionally, marketing campaigns include temporary advertising that requires campaign-related information. Therefore, the homepage has a different structure and design for every campaign, so:

Changes make it difficult for returning users to find their way. Multiple campaigns cannot be run at the same time. There’s a lot of information being dismissed.

We’re going to dive into 12 principles that make landingpage more effective:

1. Talk to the marketing guys

As a designer, you should understand the purpose of the marketing campaign to design a targeted landing page.

Ask them:

Why this subject? Why now? How do you measure success? How should the information be prioritized? Where will our ads appear? To whom is the message directed? What is your suggestion for a call to action? When is the deadline?

By asking them these types of questions, you will be on the same page. Take a look at their responses to gain some insight and then share it back with them.

2. Make sure your messaging is consistent

Consistency must extend throughout the entire user journey, not just within the page. Ad banners should contain the same message as landing pages and so on.

3. Be a storyteller

Make a storyline that progresses the user step by step and gives them a reason to keep scrolling.

4. Give users something they can’t ignore

Stories are what we fall in love with, not solutions. Make the user more than just a customer, make him or her the hero of the story.

Show them the mistake they would make if they didn’t accept the offer by using positive sentences.

5. Add more reliability items

Give your page extra credit with testimonials, ratings, customer logos, and so on.

The more users see how others trust you, the more likely they are to accept your offer. This is called social proof.

6. Use Occam’s Razor

According to Occam’s Razor, the theory with fewer assumptions and dependencies is more likely to be true because there are fewer things that can go wrong.

Use Occam’s Razor to prune your User interface as if every word or element costs $100

Follow these three steps from Lawsofux:

The best method for reducing complexity is to avoid it in the first place. Analyze each element and remove as many as possible, without compromising the overall function. Consider completion only when no additional items can be removed.

“Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away”. — Antoine de Saint-Exupéry

7. Consider the viewport

When designing hero sections, consider the viewport.

Do not fill the user’s screen with the hero section, instead give them half an item to encourage them to scroll.

8. Everything set up for the call-to-action button

We only did this for the call to action button, so

Place it on the mobile thumb zone Create a finger-friendly and easily accessible button High-contrast colors should be used Use microcopy that is clear and concise

9. Remember the A11y

Accessibility is not only a moral choice but also has economic merit. Your market size will increase and as a side effect, SEO will improve.

10. Be sure to include the Meta Tags

All search engines rely on meta tags to tell them what a webpage is about. Your landing page will be more SEO-friendly and Twitter-friendly with these tags in the HTML code.

11. Test your assumptions at all costs

All that you know about User experience design and user interface design is just theory. There’s a possibility that’s not the case for now.

Make sure your assumptions are correct by using all forms of usability testings.

12. Analyze data continuously

Your responsibility isn’t over yet. Set up analysis tools to track KPIs and improve design based on data. Increase lead generation by utilizing conversion rate optimization techniques.