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).