Best Landing Page UX Principles That Will Drive Conversions

A magic formula for creating a high converting landing page doesn’t exist. Elements like colours and headlines are all but a few concerns when creating a landing page design that will push users to do something. The best landing pages always strike a perfect balance between good content length, well-considered design, and persuasive call to actions.

An optimised landing page is visually appealing, persuasive, and easy to interact with. You can not just go ahead and arrange page elements randomly and expect the outcome to look good and have a high conversion rate. For example, a good CTA button copy won’t mean anything if the button colour gets lost in the page background or if a font isn’t readable. With landing page optimisation, it is not just about visuals. What matters more is the user experience and this is where UX design comes in.

UX stands for user experience and it deals with how your users feel about interaction they have with your website. The landing page design shouldn’t only look good, but visitors should have a very positive experience while interacting with it. One of the most important roles of your website is turning visitors into customers and this is where landing pages come in. There are no second chances at first impressions so when new visitors come, you have to quickly convince them that you can solve their problems.

For landing pages, you should adopt a 5-second rule. This means that any visitor who arrives will decide in 5 seconds if it is right for them. Your landing page will be taken at face value and if you make a good first impression then the visitor is more likely to convert. Luckily for you, landing pages are one of the most tested areas of web design and a number of best practices have emerged. Even though best practices are very useful, nothing will beat your own testing at the end of the day (but this guide will give you a good place to start).

Avoid Distractions!

Everyone hates a cluttered website layout. Text and other elements should come together logically otherwise your message will only get lost in a busy and messy layout.

A landing page has only one purpose and that is to give visitors what they were promised in the ad. The only task of your landing page visitors should be to convert and you must make it easy for them to do that. Distractions are a huge killer of conversions and are a big usability issue.

One of the common scenarios is when a company sends traffic to a page on their website which is supposed to convert leads but a page on your website isn’t a landing page just because you send people there. That page will most likely have major distractions like top navigation menu and this will give visitors the chance to wander away. People are curious and a lot of them will start browsing around and now you’ve lost a potential lead or customer.

Another common mistake is having multiple calls to actions that have different purposes, e.g. register an account, download a guide, and call us. Your landing page should have only one purpose and one type of call to action and if you offer too many choices, you may end up with your visitors taking no action.

Always remember – less is more. When there are too many things competing for the user’s attention then they are likely to get overwhelmed. The most important thing on the landing page is the primary call to action. Every other message is just distracting the user from what you want them to do. Always make the information clear as this helps visitors to quickly make a decision.

If you need to have multiple messages on the landing page, then you need to set out a clear visual order and make it obvious what visitors are supposed to notice first. People will scroll on the web so use plenty of white space to break these different areas out.

distractions

Use User-Friendly Forms

 

The form is where you collect information about your leads and then use that information to nurture them. Generally, multi-step forms outperform single-step forms. People generally find multi-step forms less intimidating, which will increase the number of people who will start to fill them out and the number of those who complete them. This has been proven correct across all kind of forms, from B2B inquiry forms to webinar registrations.

With multi-step forms, the first impression is less intimidating than a long form with a bunch of questions. Also, by seeing a progress bar, visitors will be more motivated to complete the form. You should also remove all non-essential fields because each additional question could significantly decrease the conversion rate.

Next, you should stick with the short form for secondary conversions. This could be a form for general inquiries, email signups, and searches. You want these to be as quick as possible and to make it easy for the visitors to complete them.

short form

Longer forms are mainly used for primary conversions because once users are more committed (e.g. after being on your email list). At that point, leads will be willing to work harder and you can ask for more information from them. You can use the multi-step form here to make the process more intuitive and less intimidating, which will increase the number of sign-ups. Also, the longer the form is, the more you’ll need to incentivise the user to complete them. You can handle that with a good landing page copy which will inspire visitors to take action. Zero incentive means visitors will have little reason to fill them out and complete them. You should also analyse reports and analytics to see the bounce rate and where you exactly lose your leads. If you are using a multi-step form, you can see whether you lose them at the first step, or the second step, etc.

With mobile forms, there is an additional layer of frictions that you are working with. Filling out a form on a mobile keyboard should be as easy as possible.

Call To Action

Call to actions must be easy to act one. For example, no one wants to scroll down a 2,000-word copy on your landing page just to sign up. You can also make the call to action sticky so it will remain in place even when people scroll on the page. You can also repeat your call to action a few times on the landing page, most importantly at the beginning and end.

It is also very annoying for visitors when they want to perform an action but can not figure out how to do it. The call to action buttons on your landing page should be instantly recognisable and it should be obvious what people will get when they click it. All call to action buttons should be easy to spot and visitors should know why they would need to click those button.

cta

There are several things that you can implement to increase the conversion rate of a landing page. They include improving the value proposition, increasing the clarity of your offer, reducing anxiety and distractions, and increasing the urgency of the offer. Adding a simple countdown timer can almost instantly double or triple your conversion rate! Keep in mind that fake or implied urgency is not as effective as genuine scarcity and urgency.

Landing Page Copy Is Very Important

 

The main purpose of the copy is to explain what your product is about and why visitors need it. Use simple words and avoid jargon in a way that is easy for your visitors to understand what you are offering them. Try reading your copy out loud to someone else to see if you are getting your message across clearly. If they don’t understand what you are offering them then you need to go back and rewrite it.

There are a time and a place to use marketing language but if you using it on your landing page when it is not appropriate or when it would confuse people, you’ll just drive people away and over to your competitor’s site. Your landing page should break things down into easy to follow steps. Combine it with high-quality images to highlight the features and teach them about your product in the simplest way possible and people will want to buy it.

The message should always match your ad because it will reassure a visitor that they are going to get the exact same thing they saw when they clicked on the ad. Keeping your message and copy congruent from one step to the other will let your visitors know that they are in the right place and you will avoid wasting money on people who get confused when they land on your page.

Everyone knows that the content you put above the fold will make or break it. That piece of content creates an important first impression. Once people start engaging with the page, animated transitions between sections can further make your design more dynamic and make people want to see more. Do all of this with the main goal in mind – to get people to take a single action. It is okay to have links on your landing page as long as they keep pushing people toward that action.

above the fold

It is also critical that you use a language that your audience uses every day and the language in which they think. Always do your research and learn their idioms and jargons. It is a good idea to check the websites and landing pages of your competitors and see what language and tone they are using. Also, don’t forget the copy and the page that goes after people act. How this page looks will depend on the nature of your landing page and it can be as simple as a “We just sent you an email!” message. Remember, just because someone clicked on your CTA and completed the form or order doesn’t mean that user experience is done. Post-conversion experience is quite often neglected and people are not putting enough effort into what happens next. On the thank you page, you have the opportunity to let people find out more about your company or product and also offer some resources in a form of white papers and case studies.

Visitors will not trust a landing page if it has poor grammar and spelling. Always double check that your grammar and spelling is perfect, whether it’s with a software or a person that will proof-read your landing page.

Always Keep Testing

 

The best UX is always developed through testing. Following best practices is important but, in the end, every landing page is different. What may work well for one might not for you.

Because tracking metrics is so easy with tools like Google Analytics, the landing page is a prime candidate for testing and further optimisation. Besides Google Analytics, you can try out tools like Optimizely, HotJar, CrazyEgg, and others. With so many great tools available, there is no excuse for not testing and improving your landing pages.

The tips in this article are guidelines but no one can predict how exactly your visitors will react to a specific landing page. It is also never too early to get feedback on your landing pages. The main feedback is the conversion so it is important to continue to test your design and copy and optimise them over time.

CONCLUSION

These tips are meant to be guidelines but no one can predict exactly how people will react to your landing page. It is always highly recommended to A/B test your landing page designs. You should also only test one element at a time to get the best results and make sure that you have a good-sized sample.

The UX relies on understanding the user and their needs. Landing pages should always be designed with the visitor in mind and making it as easy for them as possible to convert. Your goal should be to provide a great user experience so visitors take action on your landing page.