As designers, we often get asked if we have quick tips for making landing pages more conversion-friendly. My standard answer is, “Sure, let 90octane redesign it!” After years of designing successful landing pages, I do have some pointers that any company can use to increase conversions:
Think about the fold.
There are several schools of thought in digital marketing about where “the fold” is, or even how important it is. Some think that in the era of iPhones, people constantly scroll and so “the fold” has become irrelevant. In my experience, this isn’t true. Keeping your main call to action (CTA) above the fold – ideally, within the first 650 pixels of your site – is extremely important. Even if you start your form high on the page and use an arrow to indicate the CTA lower down, you immediately direct the user to where you want them to go upon first visiting the site (instead of losing their attention before they reach the CTA).
Keep your content simple.
With landing pages, less is more. You generally have less than 5 seconds to grab a user’s attention before they leave the site. That’s not a lot of time to get someone to decide whether or not they want to fill out a form. So a lengthy block of copy isn’t going to help them decide. Think bullets. Think scan-ability. If I quickly scan your main imagery, headline and maybe a couple of bullets or icons, will I know who you are and what you’re selling? If the answer isn’t “yes,” simplify and re-organize your content to highlight the most important parts immediately, high on the page. Additional content can be placed below that, for the users who want to learn more.
Tell people where you want them to go.
You have the power to tell people what you want them to do and where you want them to click on your page. Take a straightforward approach, and include arrows after a headline pointing to the button you want them to click, or make your headline and CTA the only colored items on your site to draw attention to them. Or incorporate compelling imagery of a group of people all looking in the direction of your form. Whether subtle or direct, test techniques to draw the users’ eyes and show them the way.
Support your claims.
Say you’ve made a bold claim about your product above the fold and defined a clear path to your form. Great! But what about the people who aren’t convinced yet? Make sure you back up what your headline claims with supporting content such as benefits messaging, testimonials, quotes, videos, factoids and anything else that comes in small bits that can quickly build your credibility right there on the page.
Re-test. Revise. Repeat.
When designing for conversion, you should always be looking for chances to optimize and test. In one test we changed button color from blue to orange and found that it boosted our engagement by 50 percent! You don’t know until you experiment. Always think about your ongoing optimization, test new ideas and try new reconfigurations of your page to make sure you’re providing an optimal experience.
Bonus Tip: Don’t forget to surprise and delight your user. Are you giving people something unexpected to look at? Did you use humor effectively? Any good user experience (UX) designer keeps these questions and goals in mind when looking at the flow of users through their pages.
With these tips, you’ll be well on your way to higher conversion rates on your pages. Have a question for us? Email 90octane.
With landing pages, less is more. You generally have less than 5 seconds to grab a user’s attention before they leave the site.
About the Author
Interactive Art Director
Known affectionately around the office as “Scoots,” Scott specializes in user experience, creative conceptualization, art direction and caffeine consumption at 90octane.