The Ultimate Portal to Conversions: Landing Pages and the importance of UX-UI

What is a landing page?

A landing page is a webpage where the visitor "lands" once they click on some form of a link from an email, or other places on the web - for an ad campaign. They are designed around a specific purpose or goal, known as the Call To Action (CTA).

Why is this important?

Conversions! As marketers, it's our job to increase conversion rates and acquire leads. Your landing page can often be the best option for doing so! Once on the landing page, users should be encouraged to take an action such as:

• Purchase
• Sign-up for email list
• Downloads
• Software trials

What's the main goal for your landing page?

This should be established before you start to design the page, because your call to action should be guided by every aspect of the landing page. From the headline to the overall layout, your goal is to lead the user into taking the desired action and gain a conversion.

?"First impressions are everything, the landing page must be attention-grabbing, uncluttered and bold. If they don't take the last step to actually enter their email address, it's a waste." - Alexis Anderson (PureWow director of marketing)

Think of the landing page as a door or portal from the top of the marketing funnel, into the conversion.

On top of increasing?conversions and improving your paid campaigns; landing pages can boost your credibility, and reinforce your brand identity.

So how do I get them to convert?

A successful landing page....

• Must be simple for the user to navigate
• Matches the ad campaign
• Has a clear Call to Action that is located above the fold
• Offers incentives to close the deal
• Has an attractive design that makes it easy to click
• Includes graphics or videos, but avoid visual clutter
• Is A/B tested multiple times to measure effectiveness
• Is designed with UX/UI in mind

What in the world is UX/UI ?

UX design, or User Experience Design is the process of designing products (digital or physical) with the user in mind. It's about enhancing the experience of the person that will interact with the product, to create an easy, efficient, and valuable time for them.

The “user experience” part refers to the interaction that occurs between the user, and your product/service. The design aspect, considers all the elements that can contribute to this experience. It surpasses visuals, but rather focuses on the overall feel of the experience.

UI design is User Interface Design, where the visual elements come into play. Unlike UX, user interface is strictly digital. Emil Lamprecht from Career Foundry says "A user interface is the point of interaction between the user and a digital device or product—like the touchscreen on your smartphone."

UI design takes into account; the look, interactivity, and overall presentation of the digital product. Some important visual elements could be the layout, color schemes, spacing, imagery, buttons, typography.... etc.

In Summary,

The ultimate product experience begins with UX, and ends with UI. Both elements are necessary for a product's success and although not the same, they complement each other very closely. Dain Miller expresses the difference like this:

“UI is the saddle, the stirrups, and the reins. UX is the feeling you get being able to ride the horse.” - Dain Miller (Web Developer)

If you want to create an effective landing page, giddy up!