When it comes to landing page web design, people tend to make mistakes – a lot of mistakes. Some web designers go for a minimalistic approach and strip the landing page to its bare minimum – just a call to action button without any other distractions. Others opt for a more traditional landing page design with navigation menus, plenty of text and images. Good landing page web design implies removing anything that can lead your potential users from the page’s goal.
Try a landing page design with no navigation menu
Just 16% of landing pages are without a navigation menu – that’s quite alarming simply when you think about all the lost conversion opportunities. Numerous studies show that landing pages without any navigation menus fare much better than pages cluttered with links, videos and text. Although you may be tempted to keep certain links on your landing page try to keep in mind your landing page’s ultimate goal: having a high conversion rate.
Avoid stock images in your landing page design
Generic images and stock images in general can have a negative effect on your conversion rate simply because they look insincere or for the use of a better word fake-ish. Stock images fail to inspire any trust from your potential customers and your conversion rate will take a dive for it as credibility is one of the main engines that can drive conversion rates up.
Another great landing page design trick is placing images on top of your catchy page headline. Research shows that headlines placed under images are read by 10% more users – this can lead to a snowball effect as when users actually read a headline, they are inclined to continue reading down the page.
If done properly, your call to action is worth its weight in gold
One of the most important things on your page is the call to action – ironically, this is also the hardest thing to get right on a page. Think about your call to action’s colour – good colour contrast can help your users find and click your call to action. Another thing you should consider is size – yes, size does matter in landing page web design. Your call to action should be big enough to be easily readable by users but not gigantic. The button’s text should be persuasive, a mix of excitement and urgency all bottled up into one simple red or orange life-changing button.
Remove any other links or make them invisible
We already removed the navigation menu but you might still have a footer menu or a company logo. The ultimate goal here is to create a single-action environment that boosts your conversion rate. If you can’t remove links directly, make them invisible to the user – lower contrast, make the link text smaller, tone down anything that’s competing with the call to action for your user’s attention. Fewer distractions equal more conversions.
Too many choices spoil the broth
Consumers can get overwhelmed fairly quickly when faced with too many choices. Studies have shown that consumers tend to buy less when faced with a myriad of choices and that’s understandable. If you have 10 products on a page and you want to get the best one you should check all of them right? Who has time to compare 10 different products? Nobody – your visitors will leave your page thinking they will return some days later.
Landing page web design in a nutshell
When it comes to landing page web design, think of the one goal of your page – converting users. Everything else is redundant and should be removed swiftly and without regret.
