Web Design Principles Behind A High Converting Landing Page
A landing page is a distinct, standalone page on your site that acts as a tool to convert your website visitors into leads. What differentiates a landing page from other web pages is that it drives user action through a lead capture form. In return, website users get access to exclusive marketing offers or exclusive content.
In simpler words, a landing page is an effective way to compel your website users to take your desired action (convert). It’s also an excellent way to collect more information about which of your website users engage with you or convert. This is the reason you should incorporate a well-thought-out design and a professionally-crafted copy.
Given the importance of a landing page to your marketing campaigns, you will want to ensure this page gets the highest possible traffic and maximize conversions. This is easier if you collaborate with a web design agency that can implement the following design principles.
Use white space
It is recommended to keep your landing page layout minimalistic and clean so that the users don’t get distracted by many visual elements. Proper use of white space allows your website visitors to focus on your service or product and the call to action.
Most marketers get stuck in their desire to include a lot of social proof and other forms of text to convince their target audience to convert. However, when website users see a landing page full of text and other distractions, the chances are that they will click away. This doesn’t mean that you cannot use testimonials or add more text. Just ensure your bullet points, subheadings, images, and other forms of content have sufficient white space (breathing space).
Use the F-pattern
Different landing page layouts can impact user behavior. That means your preferred layout can make or break the website user experience. Many expert marketers recommend the F-layout for your landing pages.
According to a recent study, website users scan mobile screens and web pages in different shapes, and the most common one is F-shape. That means website users look at the top of the page first, followed by the upper left corner, and then the left side of the screen. Understanding the specific areas of the screen that are most viewed gives you an idea of where to place essential elements like call-to-action buttons, product offer, your business logo, and more.
Contrast and color
When your target audience lands on your website’s landing page, they’re one click or two away from converting or taking your desired action. You don’t want to lose them just because you failed to apply the right contrast and colors. This is why you should work with a web designer who can choose and apply an exceptional color scheme that resonates with your brand, does not hinder readability, and doesn’t distract your website users from focusing on your offer.
Many consumers use mobile devices to access digital information and probably shop online. As of 2019, approximately 62% of the internet traffic came from mobile devices. Unless you are running an ad campaign that targets specifically desktop users, a larger proportion of your website visitors will be using smartphones and other handheld devices.
This is why you should choose a landing page builder that offers responsive design capabilities or work with an agency that can ensure you are landing pages are mobile-friendly. No matter how complicated or simple your landing page is, ensure that its elements resize properly to be viewed on a mobile device and desktop as well.
Keep your landing page simple.
So far, you already understand that are highly converting landing page must have a clean layout and sufficient whitespace. Keeping your page simple will encourage you to keep it minimalistic. That means you must choose one main font to be used throughout the landing page and use a variation of that font for diversity. You should also choose not more than three colors to be used on your design element and place your calls to action strategically.
Lastly, your landing page should be tested. Remember, the design principles discussed in this article are just guidelines for creating a good landing page. The work doesn’t stop there. You should collect performance data on your website’s landing page using an analytics tool or gathering feedback. An in-depth analysis will indicate where potential adjustments can be made and help you make informed decisions.