May 5, 2016
When it comes to creating a landing page, design is everything.
There is no exact formula to design a perfect landing page but, there are some proven tips you can follow to design your page for maximum conversions.
Most people wrongly believe that aesthetics is the easiest part of creating a landing page. As a matter of fact, a poorly designed landing page has been proven to kill conversion rates.
When creating a landing page, you need to make sure it is visually appealing. Ultimately, your design is what will make it easy for the visitors to understand your landing page and convert.
In this article, I will walk you through nine best practices to design your landing pages to boost your conversion rates.
1. Use an Eye Catching and Related Hero Image or a Video
The very first rule of landing page design is to include an eye-catching image or a video.
A good-quality product photo draws the visitor’s attention and makes your visitors want to make a purchase.
Another reason to have a picture or video on a landing page is to prevent the page from being a wall of text.
Make sure the image or video you include on your landing is relevant to your product or service. Don’t just pick an image from the Internet to have an image on your landing page.
Choose an image like Square has on its landing page — the image tells the visitors clearly what it does.
Also, Spyfu has used a video to explain how its software is to be used and how people can be benefited by using it.
2. Use Contrasting Colors
Contrasting colors are sharp variation in color like an orange icon on a blue background. The human eye is naturally attracted to contrasting color.
If you want your visitors to convert into leads, your landing page should be easily readable. The easiest way to do this with the color is to ensure that the text and background colors are complimentary, but contrasting.
Moreover, by using contrasting color, you can highlight the important elements such as the call to action button of your landing page.
There are so many opinions about the call to action button colors. Some people think that one color is better than another, but most of the times it’s simply color contrast that makes the difference in conversions.
For example, have a look at the landing page screenshot from Zestapps. While the entire page contains blue shade, the call to action button itself is a bright shade of orange. This allows the button to stand out from the rest of the page.
3. Direction Cues
Directional cues are very important in landing page design as they tell the visitors what to focus on.
Some people think it’s rude to point but not in conversion land. When a visitor arrives on your landing page, your design should point them to what they need to do here.
You can use an arrow or image of a person as a directional cue guiding page visitors to what you want them to do.
The landing page below from GoToMeeting is a great example — the woman’s eyes direct you on where to focus.
4. Design an Actionable Call to Action (CTA)
The most important element on your landing page is your call to action button (CTA).
I believe no one would disagree with the above statement; your entire goal is getting visitors to see this button and take action to convert on it.
Your call to action button copy needs to be simple, clear and most importantly descriptive. Make it clear to your visitors what the next steps are if they click on your button.
Avoid the words like “send” and “submit.” Try the phrases like-
- Register for Friday’s webinar;
- Enroll now;
- Sign up for our newsletter;
- Start your free trial.
Moreover, make sure you do the A/B testing with different texts, different colors, different fonts and different placements to find out the best combination.
Take a look at the below example, HubSpot tested with two different version.
Their test was simple, a green button vs. a red button.
They found that the red button performed 21 percent better than the green button.
Nobody can tell you what combination will work best for you. Do the A/B testing to find out your best combo.
To know more about designing an actionable CTA, you may wish to read through an article on Effective Tips to Create a CTA Button.
5. White Space
One of the major mistakes many marketers make in landing page design is placing too many elements onto one landing page. The best solution is keeping some white space to emphasize something important like a product photo or the call to action button.
It also improves the precision of a page. If there is a bunch of text with little or no white space on your landing page, it will be hard to read the text for the visitors.
White space can be increased on your landing page by using short paragraph and bullet points.
Take a look at the landing page example from Buffer with the tons of breathing Space.
6. Choose the Right Colors
Color is an easy and effective way to make the distinction between what is important and what is not.
By using the bright colors on your landing page, you can grab the visitor’s attention quickly. On the other hand, the wrong color match can turn off visitors.
There are two specific ways in which color theory relates to designing a perfect landing page:
- Contrasting color combinations
- Psychological color associations
The psychological impact associated with each color is different from one to another. See the below list of colors and the associated feelings they typically convey:
- Red: danger, stop, negative, excitement, hot
- Green: growth, positive, organic, go, comforting
- Dark Blue: stable, calming, trustworthy, mature
- Light Blue: youthful, masculine, cool
- White: pure, clean, honest
- Black: serious, heavy, death
- Orange: emotional, positive, organic
- Brown: wholesome, organic, unpretentious
- Purple: youthful, contemporary, royal
- Pink: youthful, feminine, warm
- Yellow: emotional, positive, caution
- Gray: integrity, neutral, cool, mature
- Gold: conservative, stable, elegant
Whatever color you choose for your landing page, make sure your page is easily readable and visually appealing.
7. Responsive Design
Your landing page should be responsive so mobile and tablet users can obtain access to your landing page the same as desktop users.
Adobe analyzed more than 1,000 websites and revealed roughly 15 percent of visitors came via tablets and Smartphones.
Responsive design can ensure that your page looks perfect from all devices. Without responsive design, you are almost sacrificing 15 percent of your traffic without giving it a second thought.
8. Simplify Your Form
When you are designing your landing page, it is important to ensure that filling your landing page form is an easy task for the visitors.
Generally, you will get more conversions from a short form. Asking for too much information on your landing page form can deter people from filling it out.
A study by Hubspot found that, conversion rates improved by nearly half when the form fields were reduced to four to three.
Only include fields that request the most relevant and necessary information.
See the perfect example below from Shopify. They only have three necessary fields that are essential to create an online store.
9. Avoid Clutter
There is nothing more frustrating for people than visiting your landing page and not knowing what to do next.
Many organizations make the mistake of trying to put too much information on a landing page.
It is important to keep your landing page as focused and simple as possible. Avoid adding too many text boxes, images, videos, animations or other elements that contribute to make your landing page cluttered.
Having too many unnecessary components on a landing page can distract the visitors from the most important piece of information.
Keep your landing page clean and stick with the flat design.
Your landing page should be appealing to potential leads and give them with a simple path to conversion.
Even though there is no perfect formula, by following the above listed tips, you will be able to design a perfect landing page, and that will boost your conversion rates to new heights.
And keep testing.
A/B testing is the best way to ensure that you have the right design to drive visitors further along the sales funnel.
Jabed Hasan is a digital marketing specialist at Mountnow. He is passionate about writing and loves to write on SEO, CRO, growth hacking and online marketing strategies.