UI/UX Design & Landing Pages
For any company conducting their business online, there is always one question that triumphs all other questions. How do I convert users into my customers? How do you convince those users to do what you want them to do – specifically, buy your products, subscribe to your page, or even provide their email information – and how do you ensure that they will come back for more?
Landing Pages
First impressions are essential to growing a healthy relationship with your online visitors. A Landing Page is the first impression a user typically interacts with in regard to your online business. The purpose of your landing page is typically to convert those first-time visitors into long time customers. A good landing page will consist of simplicity, a clear call to action, and robust incentives. And according to an article published by Mashable, including a demo video on your landing page can increase conversions by nearly 10-20%.
Usually, for a landing page to be successful there has to be some sort of incentive to close the deal such as discounts or coupons. Providing these incentives will nudge people to take action towards your business in buying a product, service, or even subscribing to your channel.
Neil Patel shares 5 tips about how to make a successful landing page that will convert at least 40% of visitors.
- Use tools like Insta Page, click funnels, and lead pages. (Insights using data analysis)
- Unique value proposition (Free courses, free guides, discounts, coupons)
- KISS (Keep It Super Simple)
- Show social proof (Testimonials, case studies, videos, surveys)
- Create a video/demo (Explain the product/service)
There is no doubt that landing pages are essential to growing and maintaining your online business. However, one simply cannot have a successful landing page without having good UI/UX. What is UI/UX you ask?
UI/UX
UI stands for User Interface design, while UX stands for User Experience design, both of which are highly important although they serve different functions.
UI design is concerned about the graphic design of a web page which a user interacts with. The look, feel, and interactivity of a web page is the result of UI design. UI, like UX, is a multi-faceted and challenging role - responsible for several duties such as product development, content, research, and layout and turning it into an appealing experience for users in which the experience is responsive and interactive. Lastly, UI design is a digital field concerned about the attractiveness, functionality, responsiveness and layout of a webpage.
UX design on the other hand is not a digital field. The UX role is complex, sometimes making it difficult to understand what UX actually means and what UX marketers actually do. In simple terms, UX is the process of development which is concerned about the improvement of quality interaction between all facets of a company and a user. According to the article written by Emil Lamprecht, published on career foundry, he describes UX design as “responsible for being hand on with the process of research, testing, development, content, and prototyping to test for quality results. And while UI is a digital field, it is important to remember that UX is not, rather UX design is a cognitive science.
T-Shaped Marketers
If you call yourself a marketer, it is important to understand the value of having a broad skill set. According to Smart Insights, a marketer that has a broad knowledge covering a wide range of digital tactics with in-depth knowledge in 1 or maybe 2 specific areas is referred to as a T-Shaped Marketer. As a T-shaped marketer, knowledge about UI/UX design and landing pages is incredibly important, as it is vital to a company’s overall market strategy and success.
Below are two examples designed by HigherEducation…
Xavier University: The first thing I noticed about this landing page was that they had a clear CTA at the top of the page, screaming at the visitor to apply now. Underneath, in big font, it states a couple key important facts that is appealing to the audience and helps pull in the reader. As you scroll down, there is a form to fill out your personal information. And at the bottom of the page, there is a video showcasing the university and its beautiful campus.
Point University: This was very similar to the previous landing page, with clear CTA at the top of the web page screaming at the visitor to also apply now. I noticed for this page; I did not have to scroll down to fill out the form which I thought was nice. However, they did not have a video which makes me wonder which of the pages is more successful in converting users.
