Hey, How Did You Land Here?!
Katelyn Mueller
Western Washington University Alumni BA Business Marketing major & Analytics minor | Tax Intern at Moss Adams
Impressions and experience will take you far, in the ever-evolving landscape of digital marketing, where attention spans are fleeting & competition is fierce - the goal of capturing and retaining online visitors has clearly become a strategic imperative. Today, I am talking about Landing Pages and UI/UX Design.??
Landing Pages?
A landing page is a crucial element in the realm of digital marketing and plays a significant role in the eyes of both companies and digital marketers. This marketing strategy serves as a focused, measurable, and optimized platform to achieve specific marketing objectives.??
What are they??
A landing page is a standalone web page that is utilized to convert visitors into leads. This standalone web page is created specifically for a marketing or advertisement campaign & is seen as the page where visitors land after they click on a link in an email, or advertisements from Google, YouTube, Instagram, Bing, or similar places on the web. Rather than direct traffic from every campaign to your homepage, this specific page is designed to be stand-alone and help promote conversions for specific marketing campaigns.??Because they help convert leads into paying customers, landing pages are crucial to an effective digital marketing strategy.
Difference between a home page and a landing page
Understanding the difference between a home page and a landing page is critical for digital marketers to grasp.
main navigation page of a site where users can access various content - viewing FAQ using navigation bars
A successful landing page is effortless for visitors to navigate - however, creating one requires more effort as the page itself needs to communicate credibility without the heavy weight of the full coverage of details.
Wix.com marketing team has designed their landing page to attract potential clients at the beginning of their digital business journey. The message "start now" clearly conveys a sense of urgency and serves as a prominent CTA. Wix too uses a captivating digital illustration that acts as a backbone for a pleasant scrolling experience.
Strategies?
In contrast to a web page, which typically has multiple goals to encourage exploration and education, a landing page is designed well when they have a single focus or goal. Landing pages need to be highly customized to drive conversion rates and decrease customer acquisition costs.
Essentially, a ‘good’ landing page would be one that is clear and concise, with a single call to action. Marketers need to clearly understand how the most successful landing pages in digital marketing are constructed & equally importantly, how to integrate one into the customer journey.
Landing pages differ depending on the specifics of the business and alter whether you’re looking to generate more leads, signups, or conversions but across the board, landing pages tend to be clean-cut, straight to the point, with fewer distractions, if any, on the page, and tend to only have one main ‘button.’??
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the landing page has one simple message to convey - promoting the desired action and sticks to explaining the benefits of performing this action
the ultimate goal of a landing page is to make visitors click - both design & text on the page need to reflect that
headers, sub-headers, buttons, and images need to represent the page's message in a powerful and effective way
In digital marketing, a landing page is a webpage visitors land on immediately after clicking links. A well-designed landing page has the potential to generate significant traffic and could potentially act as the leading paid channel for businesses. These powerful assets are vital for digital marketing as they show your offerings & can persuade visitors to make a purchase in a single, easy-to-read page with a seamless process.
What is the use of UI/UX in digital marketing??
First and foremost, a quality landing page UX should help visitors fulfill a specific need. User Experience (UX) confines all appearance of the final user’s interaction with the brand's services. UX is how the user interacts and feels while utilizing a product or service. When comparing designs side by side, most people can easily decipher which quality is well-designed and what isn’t. However, most people cannot explain the details that make that so, in the realm of digital marketing, understanding the principles that act as a backbone behind good design is crucial for achieving visually appealing layouts. It's ultimately your job to anticipate and accommodate those needs, then to satisfy them.
UX in digital marketing refers to the impressions, sentiments, and experiences customers have while dealing with touch points people are familiar with, including mobile applications, landing pages, and content on sites. Design doesn’t just concern the looks behind something but also how it works. ?
Back in 2004, UX pioneer Peter Morville presented the digital marketing community with the User Experience (UX) Honeycomb. Features and qualities of the user experience can be seen through the following attributes: useful, desirable, accessible, credible, findable, usable, and valuable information.
Some aspects that UX designers can improve when undergoing a Digital Marketing campaign can be seen with: ?
If your website lacks the visibility, traffic, and sales you may have expected, analyzing your website for important elements may be necessary to help push conversions. Split testing becomes crucial when gathering behavioral insights in order to make data-driven UX decisions that increase value for you and your customers. Other aspects that can be altered to create an upmost positive page for your customers can lie within the following finishing touches:
#wwudigimark #landingpages