Landing Pages: Conversions, UX & UI
I can guarantee you, as a consumer of the internet, you have encountered many different landing pages. You may have even come across a landing page today, how exciting! So what is a landing page? A landing page is the first webpage that your visitor “lands” on when clicking on some call-to-action.
Although this definition can sound like any page of a website, such as a homepage, the two are not the same. Imagine the homepage of a site is what sets the stage, while the landing page allows the visitor to accomplish a more specific goal when they have intent to do so.
Too often, marketers send people from a marketing campaign to their homepage to serve as its landing page, I wouldn't recommend this, why? The homepage of a website is often too distracting for an individual to do what they intend to do. Look at this wildly complicated and packed homepage from Chase, it almost takes a minute to notice the signup forum.
The homepage of a website should give a comprehensive overview of what your business does and serve as the primary navigation tool for other permanent pages of your website. Another key differentiator is that landing pages are great for conversions and generating leads.
A very common objective for landing pages is a focus on converting visitors into leads, through for example a PPC marketing campaign. With that being said, that alone is a reason why your landing page has to be designed and set up in a different way. If conversions are your goal, the page must be especially clear and concise.
Landing Pages and Conversions
Here is a landing page that emerged from a collaboration with two of my favorite digital marketing resources Hubspot + Canva. Let's analyze what was done well with the setup of this landing page.
The copy is broken into separate pieces so the reader won't feel overwhelmed with information and can digest it easily. There is clear communication about the benefit received from signing up that the user would find valuable “How To Design Graphics That Convert”, the landing page even included a little sample image to show in greater detail what the new applicant will receive.
This type of landing page is long-form, so one thing to test could be minimizing the amount of information that's on this page and see if it results in an increase or decrease in the number of conversions.
UX Design And UI Design
Landing pages can have many different goals. In the case above, the goal for Hubspot and Canva is to get more leads generated through the “I want to read this ebook” signup form. Whether a landing page is trying to showcase more product details in an effort towards a purchase, include a signup form to generate more leads, promote content in an effort to go viral and gain awareness, etc. user UX and UI aid in doing so. What are UX and UI? Aside from another acronym, its user experience, and user interface.
How UX And UI are Important for Businesses
Everyone is aware of the success of the internet e-commerce giant Amazon. The digital footprint the business has is truly astonishing, and part of its success could be towards the large investments Jeff Bezos pushes towards user experience. User experience can result in an increase in the number of referrals that a business acquires from leads, improve overall customer retention because of the increase in satisfaction, lower support costs because there are fewer questions to be asked, and much more.
User Interface can lead to an increase in the number of conversions, improve usability and adoption, improve customer acquisition, and also much more. In relation to landing pages, if a site has problems with its design, navigation, speed, flow, etc. this could turn away a potential customer, that is why UX and UI are so important.
Thanks for reading until the end of this blog! If you have any further questions feel free to connect with or message me on LinkedIn. I cannot promise an instant response (busiest school quarter so far) but I will get back to you.