Landing Pages and UI/UX

Hello everyone and welcome back to my digital marketing blog. This week's edition will focus on the importance of landing pages and UI/UX, and how they are important for digital marketers.

Landing Pages

A landing page quite simply put is the first web page that a user is brought to after clicking a link. Landing pages are created for specific advertising campaigns or marketing efforts. A landing page could be any page, for example, homepages, blogs, or a product page. Landing pages play an important role in helping firms generate leads, converting them into prospects or even customers. Studies have shown that marketers capture more leads by sending customers to specific landing pages rather than just by sending them all to the home page. This means that an effective landing page is a page that is dedicated to specific traffic for a specific purpose, rather than generic purposes.

With how effective landing pages are at creating leads it is important that they are optimized properly. Companies constantly A/B test landing pages(see my blog on A/B testing), and they are often being redesigned in order to capture the most possible consumers. Landing pages must be optimized for all devices, especially mobile phone devices where a huge amount of online traffic comes from.

According to Alexis Anderson of PureWow, landing pages should be

• Clean and simple to use
• Offer a clear call to action with incentives
• Attractive, creative, and click ready

Types of Landing Pages

Microsite: A microsite is an individual web page or cluster of pages that function as a discrete entity within an existing website. Generally, microsites are used to sell products or services.

Email Sign-Up Pages: Email sign-up landing pages are commonly used by firms in order to grow their email lists.

Long-Form Landing Pages: Long-form landing pages generally give a detailed explanation of the products or services that a firm offers. This is typically only used for more complicated goods and services because generally speaking consumers are cognitive misers.

UI/UX Design

UI is an acronym for User Interface, while UX stands for User Experience. Both UI and UX work closely together and are important to a product. UX design is the process that design teams use to create value and meaningful experiences to users. Ux design is focused on the human interactive aspect or the experience that a user has with a given product. It involves the design of acquiring and integrating a product, including branding, design, usability, and function. User interface design, on the contrary, is similar to UX Design, is more focused on the graphic design elements of a product. This means that UI is more of the visual aspect including elements such as colors, themes, fonts, layouts, spacing ect. Good UI design benefits a strong UX design. These two concepts are often confused, or lumped together as the same thing. Check out the link below for some comparing and contrasting between UI & UX.

The Difference between UI and UX Design

T-Shaped Marketers

A T-Shaped marketer is a marketer who has expertise in 1-3 main marketing facets. The horizontal part of the "T" relates to broad marketing knowledge, while the vertical points refer to the depth of knowledge on a specific marketing concept. Being a T-Shaped Marketer means that you can help clients or your firm with marketing strategies in many different facets. If a digital marketer can be fluent in UI and UX design as well and understand how they fit in into the grand scheme of the marketing plan, they become invaluable members to any company.

Khan Academy Landing Page Example

This example of a Khan Academy landing page is what I think to be an excellent landing page. The UI design is beautiful, crisp, and clear, and the theme and font is consistent. The landing page is also designed intelligently from a UX perspective. Notice how it is clearly designed for three separate groups that can get value from Khan Academy, teachers, students, and parents. It also contains a vast, yet not an overwhelming amount of information showcasing the benefits Khan Academy can provide to its users.

Wrap Up

Landing pages are critical for businesses to generate leads and convert them into customers. In order to have effective landing pages, digital marketers must be able to implement effective UI and UX design. For more information about landing pages and UI/UX check out the links below. Thanks again for reading another edition of my weekly digital marketing blog, and as always I will see you next time!

The Importance of User Experience Design

Why Good User Interface Design is so Important

Why Landing Pages are an Indispensable Part of Marketing