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The UX Advantage: How To Design Strong Landing Pages

The difference between online visitors browsing and converting to customers depends on several factors. Most of these elements are specifically ‘user experience‘ related. We elaborate on them below, but first, let us understand how we got here.

The commercialization of the internet in the 1990s brought about the need for web-based user experiences. Web designers and developers began considering usability and user-centered design principles to create user-friendly websites.

Today, UX design and research roles have become increasingly specialized. Most organizations and companies hire an entire department to oversee various aspects of their business to improve the experience for their clients and customers.

UX Optimized Landing Pages

Let’s discuss the elements you would consider in designing landing pages that convert.

Content and Messaging

  • Headline and Subheadings – Short and to-the-point headlines with a value proposition. Help your visitors solve what they came to your site for. Your message should be clear, eliminating all doubts on why they are there.
  • Persuasive Copy – Explain why your product or service is beneficial. Keep the points concise and highlight the advantages of what you offer.
  • Comparison Points – Your market research will have led you to create a product that solves a pain point; list how you are better than your competitors.
  • Easy Navigation – Make it easy for users to navigate to other pages, but don’t distract from the primary goal of the landing page.

Visual Design

  • Appealing Design – From color theory, layout, and typography, placing the proper contrast and emphasis on features along with your branding and identity all come into play to create an aesthetic feel.
  • Visual Hierarchy – Apart from making it look good, there is a science behind the flow of presenting information. Consider the natural eye movement of viewers. Guide their eyes through the design, starting from important elements and leading them through the content.
  • Media – Use interactive media where possible. Video can have a big impact and conveys benefits to your audience with demonstration. Make sure your images are high quality and show various features where necessary.

User Interaction

  • Navigation – You want visitors to find information. The navigation should not just be straightforward but also provide the links that help with decision-making.
  • Call to Action (CTA) – Action-oriented and prominent. Make the CTA stand out visually and position it where users naturally look.
  • Form Optimization – Gather the data needed to invite the user in and keep it simple. Activate it with a social login to move this process along faster.

User Trust and Social Proof

  • Social Proof – Customer reviews and a current client list of reputable brands that trust your products or services deliver credibility and quality assurance.
  • Testimonials and Case Studies – Some visitors look for validation before purchasing. Add success stories or case studies that show how others have benefited from your product or service.

Technical Optimization

  • Mobile Responsiveness -As mobile use grows, you should begin your design process with a mobile-first approach. Responsiveness also deals with the content side of things, for it to be friendly to read and interact with.
  • Fast Loading Speed – Page load times are one of the biggest things that get overlooked the most. Check how fast your page loads on various mobile devices, if available.

Conversion Optimization

  • A/B Testing – Test out variations of your landing page with button colors, headlines, CTA text, and media. Some demographics prefer a particular approach, which is fine, as you can tailor landing pages to these areas.
  • Exit-Intent Pop-ups – Though some UX designers frown upon this approach, it does convert some users at the last minute. Use additional value propositions or incentives in this case.

User Experience Clarity

  • Content Clarity – Your content makes people understand what you are offering. Write it out to be simple to read and comprehend, propose solutions, and explain why they should trust your product to help them.
  • Emphasis on Value – Explain how your product can offer them value by saving time and money or solving a problem.

Follow-Up and Appreciation

  • Thank You Page – Once your customer completes their action, redirect them to a thank-you page acknowledging their purchase. Use this to provide further instructions or offer additional resources.

Effective UX design can have numerous benefits for your business. It can increase user satisfaction and loyalty and reduce bounce rates while improving conversion rates.

Additionally, a well-designed user experience can enhance brand perception by positively associating usability and quality.

In conclusion, UX design is an essential discipline that makes digital products visually appealing, functional, and intuitive for users. By prioritizing users’ needs throughout the design process, you can create a meaningful experience that leaves a lasting impact on your audience.

Are you looking for a UX designer for your next project? Contact us.

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