30+ principles to a better landing page design

heroimage

After hundreds of landing page optimization projects, we wanted to share few of the lessons we learned when creating a successful landing page. We hope that you will find this article helpful. Also, please consider subscribing to our RSS feed or leaving a comment.

There are four basic components to a successful web page design: Research; Design; Copy and Testing and Modification. It is important to devote adequate resources to each component – they form a chain that is only as strong as the weakest link. For instance, if you fail to properly research your audience, then the greatest design will never be able to save the campaign. But it’s not always that easy to balance each, so we’ve compiled a list of 30 design principles for a better, more successful, web page.

butter-2

1. Know Your visitors: Understanding the visitors you are targeting on a particular landing page is one of the most important elements in its success. The problem with understanding visitors is that many developers, designers and marketers talk about it, but very few actually implement it. You must understand the motivations, desires, fears, and concerns these customers have when it comes to your product or service. Only then, you will be able to create a landing page that focuses in its entirety on converting these visitors to customers. It is typical for us to spend anywhere from two to four weeks on understanding visitors during the initial stage of a conversion optimization project.

2. Getting to the roots of your visitor: Below is a brief excerpt of the marketing questionnaire we submit to clients as we begin any conversion optimization project. Answers to these sorts of questions will focus your attention on the details that are critical to your landing page’s success. (Click on the image to view larger version)

table

The topic of customer research is beyond what we cover in this post. The series on persona creation can serve as an excellent starting point to getting to know your customer.

3. The images: Carefully chosen graphics will enhance the design of your landing page. A basic guideline is to use graphics and colors that are similar to, if not the same as, those used in any other promotional creative relating to your page. Changing the graphic approach and/or the color scheme with which your customer has become acquainted can cause confusion and lead the customer to click away.

hero-2

4. Value proposition: A value proposition is very often, misunderstood to be a single stated statement on a website (such as the tagline). However, successful companies are able to transcend their value proposition in the copy, the elements, the overall design of their landing page and campaign, and even the tagline.

The value proposition will help establish trust and gives a sense of congruency throughout the page.

5. Give visitors what they are looking for: You also need to make sure that customers arrive at the exact information they expect. That it is why it is important that your promotions lead visitors to relevant landing pages, and not the home page of your website. With only seconds to keep their attention, you cannot risk losing your customer’s focus by forcing them to search for the information they need from your home page.

6. Consistent message: A landing page’s design should match the related promotional creative as much as possible. If a user clicks on a PPC ad: “10% off lawn mowing service,” they expect to see the same headline on the landing page. If the user clicks on an ad with a blonde model dressed in a red cashmere shirt, they expect to see that same blonde model as they arrive on the landing page.

lp6

7. Remove distractions: Do not crowd your page – keep it simple. Even the ubiquitous navigation bar, found everywhere else on your site, could undo a conversion by providing a means to click away from your page – consider removing standard navigation bar on your landing page.

8. Don’t ask too much of your visitors: The goal is to make the conversion as easy on the customer as possible. Concerning purchases, this may mean not requiring users to register with you, but allowing them to order as a guest. If there are online forms to complete, they should be as quick and easy to fill out. For example, it helps to have the input cursor jump to the next field in the form on its own. In addition, have the fields auto-populate if possible. Focus only on the absolute essentials. Only request the information that is necessary for your purposes. The less time users must spend on your conversion activity, the less time they have to change their mind.

9. Don’t get carried away: Resist the temptation to use the latest web graphic effects merely because they are the latest. Many times, simple is better. The focus of your page needs to be completely on getting visitors to perform the desired action. Using too much technology will distract them, and your message may be lost. Consider also the increased loading time of a page that is multimedia-heavy. Visitors do not want to wait for a page to load.

lp410. Build their trust: It’s always risky to enter into an online transaction with someone you don’t know. People may fear giving you money or their personal information because they do not know you. How can you get potential customers to trust you without ever meeting them? Trust is established through credibility.

11. Privacy: You need to promise your clients that their privacy will be guarded. Make sure your privacy policy is clear and easy to understand, and be sure to direct your customers to this policy. Let them know that you have taken the time to create safeguards for their information. Place a link to your privacy policy, an icon that shows precautions have been taken or a simple statement such as “Your privacy is important to us”, in close proximity to calls to action.

12. Testimonials: Never underestimate the power of a strong, credible testimonial, but be sure they are concise and on point. When your prospects read testimonials from past customers, they will be more likely to feel at ease doing business with you. User testimonials should speak of the benefits of your services and be relevant to your target audience. For a good testimonial, it is preferable to include a full name, location, or even photo of the customer. Video testimonials are even more successful in converting visitors to customers.

13. Satisfaction guaranteed: Can you reassure potential customers that your product or service come with “Satisfaction Guaranteed”? Give your customers a warranty for products, or trial period for services. For example, you can give 30 days to try your product risk-free, and if not satisfied, they can get a full refund. You may also suggest free consultations for new clients to get a feel for your services without spending any money. This will encourage readers to convert because you will have minimized their risks. Make sure visitors to your site can easily see and understand your warranty or satisfaction policy.

security assurances

3p3

30-PRINCIPLES-TO-BETTER-LANDING-PAGE-DESIGN-coverWould like to read the remaining 16 tips? Download the full article when you subscribe to our weekly RSS feed.

Name:
Email:
 
* We will never sell or share your information

If you enjoyed this post, please consider subscribing to our RSS feed to have future articles delivered to your feed reader.

Or, receive weekly updates by email:

Name
Email

{ 189 comments… read them below or add one }

151 https://twitter.com/Anjaleena90/status/512030626707292160 September 22, 2014 at 9:02 am

Heya superb website! Does running a blog such as this take a
great deal of work? I’ve absolutely no knowledge of coding however I was hoping to start my own blog
in the near future. Anyways, if you have any ideas or techniques
for new blog owners please share. I understand this is off subject but I just needed to ask.
Thank you!

152 Metal Slug Defense mod September 22, 2014 at 3:47 pm

Hurrah! In the end I got a blog from where I bbe capable of in fact get helpful datfa concerning my study
and knowledge.

153 cosmetic dentist nyc core smiles September 23, 2014 at 3:12 am

Made of titanium, it is suited to the mouth bone and also a
blog post, over which a crown or bridge is put to switch out the missing out on tooth
or teeth.

154 DENTISTRY CONSULTATION September 24, 2014 at 12:48 am

Hi to every one, the contents existing at this web page are really amazing for people experience, well, keep up
the good work fellows.

155 Marietta September 26, 2014 at 10:07 am

I’m truly enjoying the design and layout of your website.
It’s a very easzy on the eyes which makes it much more enjoyable for me too come here and visit more often. Did you hire out a designer
to create your theme? Superb work!

156 Agree with this September 27, 2014 at 9:30 am

Hi mates, its wonderful article concerning
tutoringand completely explained, keep it up all the time.

157 Zombie Lane Hack Tool September 28, 2014 at 1:35 am

Touche. Great arguments. Keeep up the good effort.

158 Video Music Funny SEO Web Tools Keys September 29, 2014 at 3:44 pm

You really make it seem so easy with your presentation but I find this matter to be really something that I think I would never understand.
It seems too complex and extremely broad for me. I am looking forward for your next post, I will try to get the hang of
it!

159 Vachetta Leather October 1, 2014 at 4:58 pm

I don’t know whether it’s just mee or if perhaps everybody
else experiencing problems with your website. It looks
like some of the written text on your posts are running
off the screen. Can somebody else please provide feedback and
let me know if this is happening to them as well? This may be a issue with my internet browser because I’ve had this happen previously.

Cheers

160 Pumpkin picking long island October 2, 2014 at 9:37 am

What’s up, constantly i used to check website posts here in the early hours in the dawn,
as i love to gain knowledge of more and more.

161 see this site October 4, 2014 at 10:23 pm

Hello there! This is my first visit to your blog! We are a collection of volunteers and starting a new initiative in a community in the same niche.
Your blog provided us beneficial information to work on. You have
done a extraordinary job!

162 Alexandra October 4, 2014 at 10:52 pm

Howdy superb blog! Does running a blog similar to this require a large amount of
work? I have absolutely no expertise in computer programming however I was hoping to start my own blog in the near future.
Anyway, should you have any suggestions or tips for new blog owners please share.
I understand this is off topic but I simply had to ask.
Appreciate it!

163 bobsweep review 2014 October 5, 2014 at 6:40 am

I know this if off topic but I’m looking into starting my own blog
and was wondering what all is needed to get set up?
I’m assuming having a blog like yours would cost a pretty penny?

I’m not very web smart so I’m not 100% sure. Any tips or advice would be greatly appreciated.
Many thanks

164 bObi October 5, 2014 at 6:55 am

Good day! This is my first visit to your blog! We are a team of volunteers and starting
a new project in a community in the same niche. Your blog provided us useful information to work on. You have done a extraordinary
job!

165 We Buy Houses in Houston October 5, 2014 at 7:26 pm

I read this piece of writing fully concerning the resemblance of newest and previous
technologies, it’s amazing article.

166 top producer formula download October 5, 2014 at 7:47 pm

I was wondering if you ever considered changing the layout of your site?
Its very well written; I love what youve got to
say. But maybe you could a little more in the way of content so people
could connect with it better. Youve got an awful lot of text for only having 1 or 2 images.
Maybe you could space it out better?

167 Seputar Bola Terkini October 6, 2014 at 3:08 am

halo gan infonya bermanfaat sekali
terima aksih sudah sharing

168 Aline October 6, 2014 at 10:07 am

Outstanding story there. What happened after? Take care!

169 Dorothy October 7, 2014 at 11:17 am

Great site. Plenty of useful information here.
I’m sending it to a few pals ans additionally sharing in delicious.
And of course, thanks on your effort!

170 atuttacucina.blogspot.ro October 7, 2014 at 2:07 pm

I was suggested this website by my cousin. I am not
sure whether this post is written by him as no one else know such detailed
about my difficulty. You are wonderful! Thanks!

171 SubwaySurferPc October 7, 2014 at 6:24 pm

Hurrah, that’s what I was searching for, what a material!
existing here at this weblog, thanks admin of this website.

172 motorcycle tire dry rot October 8, 2014 at 7:51 am

Thanks for sharing your thoughts on motorcycle tire. Regards

173 poverty level in the world October 9, 2014 at 2:50 am

Hello, I think your blog might be having browser compatibility issues.
When I look at your website in Opera, it looks fine
but when opening in Internet Explorer, it has some overlapping.
I just wanted to give you a quick heads up! Other then that, great blog!

174 fishing trips new orleans la October 10, 2014 at 5:45 am

Wonderful beat ! I wish to apprentice while you amend your website, how can i subscribe for a blog web site?
The account aided me a acceptable deal. I had been tiny bit acquainted of this your broadcast provided bright clear
concept

175 new orleans commercial broker October 10, 2014 at 6:36 am

This post presents clear idea designed for the new people of blogging, that
truly how to do blogging and site-building.

176 copywriting advertising October 10, 2014 at 2:32 pm

Excellent goods from you, man. I have understand your stuff previous
to and you’re just too wonderful. I actually like
what you have acquired here, certainly like what you’re stating and the
way in which you say it. You make it enjoyable and you still take care of to
keep it smart. I can not wait to read much more from you.
This is really a wonderful website.

177 Amado October 11, 2014 at 1:42 pm

Hey there, You have done an incredible job. I’ll certainly digg it and personally recommend to my friends.
I’m confident they’ll be benefited from this site.

178 gettysburg150celebration.com October 11, 2014 at 1:50 pm

Understanding both advantages and disadvantages are
important in order to choose the best internet marketing strategy.
In addition, many of the words used started to take on slightly different meanings, depending on the context
in which they are used. Daily, even hourly, businesses can see how many
individuals clicked on their ads and the traffic
that is being driven to their website.

179 Reliable Shopping October 11, 2014 at 2:12 pm

great issues altogether, you just won a new reader.

What would you suggest about your put up that you just made some days ago?
Any certain?

180 promovare website October 12, 2014 at 9:29 am

I was very pleased to uncover this site. I wanted
to thank you for ones time just for this wonderful read!! I definitely really liked every bit of it and i also have you book-marked to look
at new information in your blog.

181 cheats for clash of lords 2 October 14, 2014 at 8:33 am

Can I simply say what a relief to find someone who truly understands what they’re discussing
online. You actually know how to bring an issue to light
and make it important. More and more people must
read this and understand this side of your story. I can’t believe you’re not more popular
because you most certainly have the gift.

182 building inspector's October 16, 2014 at 4:14 am

Thanks for any other informative web site. Where else may I get that
kind of information written in such an ideal manner?
I have a mission that I’m simply now operating on, and I have been at
the glance out for such information.

183 buying house October 16, 2014 at 8:41 am

It’s a pity you don’t have a donate button! I’d
certainly donate to this outstanding blog! I guess for now
i’ll settle for book-marking and adding your RSS feed to my
Google account. I look forward to fresh updates and will talk about this website with my Facebook
group. Talk soon!

184 Frances October 16, 2014 at 9:10 am

Amazing issues here. I’m very glad to look your post.
Thank you a lot and I am taking a look forward to contact you.
Will you please drop me a mail?

185 http://diamondheadhulas.com/ October 18, 2014 at 8:08 am

My brother recommended I might like this website.
He was totally right. This submit truly made my day. You cann’t consider just how so
much time I had spent for this information! Thank you!

186 baby fashion online October 18, 2014 at 3:00 pm

Great goods from you, man. I’ve understand your stuff previous to and you’re just too excellent.

I actually like what you’ve acquired here, really like what
you are stating and the way in which you say it.
You make it entertaining and you still take care of to keep
it wise. I can not wait to read much more from you.
This is actually a wonderful web site.

187 crese private October 19, 2014 at 8:30 pm

A fascinating discussion is definitely worth comment.
I do believe that you need to publish more on this subject matter, it might not be a taboo matter but usually people do not talk about these topics.
To the next! All the best!!

188 magazin online de rochii October 20, 2014 at 1:11 am

Tremendous things here. I’m very satisfied
to peer your post. Thanks a lot and I am looking forward to touch you.
Will you kindly drop me a e-mail?

189 online therapist for social anxiety October 20, 2014 at 11:25 am

I am actually grateful to the holder of this web page who has shared this fantastic article at at this place.

Leave a Comment

{ 45 trackbacks }

Next post: