Want to optimize your landing page design to stop potential leads in their tracks and boost your conversion rate sky-high? If so, this is the article for you.

When it comes to building a landing page, design is everything.  Ultimately, your design is what will make it easy for leads to understand your landing page and convert.

"When users arrive on your landing page, it should be clear to them what you’re selling in 5 seconds or less"
 2006 study

Most people mistakenly believe that aesthetics are the easy part of creating a landing page. In reality, a poorly designed page has been proven to kill businesses’ conversion rates.

In this article I’ll walk you through pivotal best practices to design your landing pages to boost your conversion rates.

Lets get started!

 #1: Use Videos & Images to Explain Your Offer

IMAGES
A good-quality image or video can be a great way to show the benefits of your offer. Images or videos should serve a direct purpose rather than just filling space on your page. 

An example of using an image with direct purpose can be seen in the Atlantis Resort landing page below. Hotels and resorts use images of their white sand beaches with the crystal-clear ocean to cause viewers to imagine being at this relaxing destination. In this example an image is more powerful and impactful than any written message.

VIDEOS
The landing page below is a great example of using a short video demonstration. It shows the Magic Bullet and its ability to chop and blend just about anything “in 10 seconds or less.” The video clearly enforces how life in the kitchen is made easier with this convenient device.

#2:  Images of Happy People Make Your Page Welcoming to Visitors

Images of people can make your page more personal and warm. These images are the most appealing and welcoming, and will make your potential leads feel more comfortable on your page. Displaying a smiling face puts them in a positive mood, leading to a positive impact on conversions.

 One study showed that having a picture of a smiling person on a specific landing page increased conversions by 102.5%! 

You can also use an image of a person as a directional cue, guiding page viewers to what you’re offering. It’s human nature to follow other people’s eye-line to their point of focus. Have the person in your image look towards your offering, and viewers’ eyes will be drawn to the person’s focus-point. 

The landing page below is a great example as the woman’s eyes direct you straight to the information and call-to-action.

#3: Highlight the Most Important Areas of Your Page With Contrasting Colours and Blank Space

CONTRASTING COLOURS
As humans, we are naturally attracted to contrast. You can use this in your design to highlight the sections of your page that you want to be seen. 

The heading, lead-capture form, and the call-to-action (CTA) button should be the most prominent elements. With contrasting colours it makes your page easier to digest, therefore prompting leads to convert on your landing page.

USE BLANK SPACE
One big mistake many marketers make is packing too many elements onto one landing page. Blank Space is the best way to fix this, used strategically on your page to make certain areas standout. 

Place whitespace around features like your heading, lead-capture form, and CTA button to give them room to breathe. This will make your page very clean, and force potential leads to focus on what’s important.

The landing page below is a great example of using contrasting colours and whitespace. Here are 5 reasons why:

  • Call-to-action button “Send Me More Details” is highlighted against a contrasting orange background
  • Use of an arrow as a directional cue
  • Lead-capture form displays white form fields on an orange background
  • Consistent theme of orange, white and turquoise is used throughout, but contrast makes certain areas stand out
  • There is enough info on the page to entice customers to want to learn more, but it doesn’t appear overcrowded

#4: Design an Obvious Call-to-Action (CTA) Button

Your CTA button is ultimately the most important feature on your landing page.  The effectiveness of your CTA button can be changed instantly through an eye-catching design and obvious placement on your page.

1. Demand Attention Through Your CTA Design - As I mentioned above, it’s crucial that you use contrasting colours to make your CTA stand out against the background.

Here are 4 more attention-grabbing design elements to make your CTA demand attention:

  • Bold your CTA text: This makes the words jump out, driving viewers to read your CTA button, making them more likely to convert.
  • Make your CTA button large enough to be seen: The button should be a main feature that potential leads see when they land on your page.
  • Use directional cues to guide viewers to your CTA (arrows, lines, line of sight): These types of indicators are a great way to steer viewers to the CTA button so that it is obvious where they click to convert.
  • Make your CTA appear clickable through a 3D design or download arrow: This gives your button a special design element to make it unique from any other component on the page.  

The CTA button from Skype below is perfect. Here are four things that make it great:

  • The green button contrasts the blue background
  • The button is a large feature on the page
  • The white button text stands out against the green button
  • The button text is bold and easy to read

2. Place your CTA Where It Can Be Seen - Where you place your CTA button on your landing page is also a crucial design aspect to consider. It needs to be in a visible location where it will be seen by everyone. It should be one of the first things your customer sees on the page.

3. Define the Action to Take Through Your CTA Button Text - When designing your CTA button, it’s crucial that your button text actually describes what the viewer is doing by clicking and converting. You should never have a button that reads “submit” as it doesn’t convey what the viewer will get from clicking the button.

A few good examples of CTA button text include:

  • Start My Free Trial Now
  • Get My Ebook
  • Download My Copy Now

The more specific and clear you are with your button copy, the higher your conversion rate will be.

5. Avoid Common CTA Design Mistakes - 

  • Don't use similar colours for the CTA and rest of the page
  • Don't make the button too small 
  • Avoid vague button text like “submit.”

The landing page below is an example of a bad CTA button. This landing page has enticing images of the Perivolos Resort, but even after looking at the page for a few seconds it’s hard to find the CTA button in the bottom right hand corner. Instead, the company should have a large “Book Now” button higher up on the page, with bold lettering and a contrasting button colour.

#5: Make Your Benefits Clear or Risk Potential Leads Looking Elsewhere

Potential leads need to know how your product offering meets their needs. What exactly are they going to get from this relationship? Present benefits in a clear, simple way that makes them curious for more information.

It’s best to present these benefits in a list or small blurb. This allows potential leads to easily skim through and see if this is the right product offering for their needs. The landing page below is a great example of 4 encapsulated benefits which clearly stand out from each other.

Be careful not to overwhelm the customer with language or terms that they won’t understand. The tricky task is giving them enough information to feel educated about what you’re offering, but short and sweet enough that it’s easy to comprehend.

Some benefit item examples include:

  • Save money instantly! Get our new _______ and save ___/month starting today
  • Increase productivity by reducing time spent ___________
  • With the most advanced technology, _________ helps you optimize your business’ efficiency and security.

 #6: Have only one action on the page 

When creating your landing page, the goal is to provide potential leads with an easy path to conversion. 

We need to provide viewers with only one action they can take to convert. This means removing any navigation bars, footers, or outside links apart from our CTA. Having multiple things for potential leads to click on is a large distraction and will reduce the number of people actually clicking the CTA and converting.

Below is an example of a poorly designed landing page that has not removed any links, making it very hard to tell what the actual goal of the page is. Is the call-to-action to sign up for the mailing list, book online, or order a gift card? Always ensure you are giving potential leads just one thing to click on if you want to see your conversion rate excel.

#7: Use Bold Headings to Make It Easy For Potential Leads to Skim

A heading and subheading are crucial to your landing page design as they hook in potential leads. 

Near the bottom of your landing page you should also include a bold statement that reaffirms your value proposition. This final declaration should include a call-to-action. This is your last chance to convince potential leads they need your offering. 

#8: Keep Your Form Short

As a visitor, there’s nothing more frustrating or daunting than an overcomplicated form. 

When designing your landing page, it is crucial that filling in your lead-capture form is an easy task for potential leads. If not, they will be sure to drop out before completing the conversion.

In fact, a recent study by HubSpot that analyzed over 40,000 landing pages found that conversion rates improved by nearly half when text entry fields were reduced from 4 to 3. The study also found a strong negative correlation between the number of drop-down menu fields and conversion rates.

TIP: When creating your signup form, keep your main objectives in mind. Only ask potential leads for information necessary to achieve your objectives. The more fields you ask potential leads to fill out, the more drop off you’ll experience.

#9 Use A/B Testing to Increase conversions

Every landing page does, however, have room for improvement.  A/B Testing is the best way to ensure that you have the proper design in place to drive potential customers further along the sales funnel.

Check out our guide AB testing HERE.

Wishpond has built in AB testing as part of every "everything you need" and above plan.

If you need help designing your landing page, contact us at support@wishpond.com

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