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9 Tips for Designing the Perfect Landing Page In 2020

Rachel Rockwell
Sep 10, 2020
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So, you’re creating a new landing page. That’s great! Landing pages are prime opportunities for to convert your website’s visitors into leads.

To get increase your conversion rate, the landing page design to provide a smooth user experience. To get that smooth user experience, you should o keep these nine tips in mind when considering how to design a landing page.

1. Plan your layout

Per HubSpot, a good landing page has five elements: A headline, relevant image, brief description, lead-capture form, and and call-to-action. If you have those few design elements, you’re off to a great start.

This Slack landing page has all the essential elements: 1. Headline 2. Relevant image 3. Brief description 4. Lead-capture form 5. Call-to-action

2. Be concise

Easier said than done to be concise in copy, but it’s vital for the user experience. Per Cision, a 2018 Microsoft study found that a human’s average attention span is only eight seconds. To beat the clock, marketing giant HubSpot suggests testing landing pages with The Blink Test. Website visitors should be able to understand what you're offering in less than five seconds -- the time it takes to blink. If not, go back to the drawing board and focus on succinct messaging.

3. Stay above the fold

Always keep the most important information and call-to-action at the top of the page. By doing this, you ensure that no matter where the fold ends up, website visitors get a quick snapshot of what you're offering and where they can take action.

Created in Mirabel's Marketing Manager, this landing page shows a clear "Watch Video" CTA above the fold.

A common landing page design misconception is that you can’t go below the fold. That's not true. While the main goal for above-the-fold information is to grab website visitors’ attention, you want them to keep scrolling. (See a continued example with Mirabel's Marketing Manager below.)

For this reason, Neil Patel suggests including below-the-fold calls-to-action at regular intervals. This landing page design tip only helps increase conversion rates.

4. Value your visuals

When it comes to images, all landing pages need them. Back to the eight-second Blink Test, people process images quicker than copy. The images, especially a banner or header image, should be attention-grabbing and clear. It needs to explain the offer in visual form. A quick landing page design tip is to put at least one image above the fold. You can also take advantage of any below-the-fold real estate to better showcase your product or service, and don't forget to consider the importance of white space.

Created in Mirabel's Marketing Manager for a Google Ads campaign, this landing page shows stacks of magazines to clearly identify with The Magazine Manager's target audience.

5. Cater to streams of traffic

Consider how you’ll share your landing page with your target personas and wider digital audience. Is it through email marketing? A monthly newsletter? Social media campaign? Maybe Google Ads?

If the answer is more than one of those marketing strategies, it’s worth creating individual landing pages for each platform. This can help track a campaign’s results per traffic source. If you decide to go this per-traffic source route, keep the landing page design similar to the source. For example, if you create an Instagram Ad featuring a specific headline and image, include those exact design elements on the Instagram campaign’s landing page.

Across all platforms and landing page designs, make sure your branding drive the overall style and copy of each campaign.

6. Limit exit opportunities

Best practices for landing page design include limiting exit opportunities. Remove your website's navigation bar, don't include any internal or external links (whether or not they open to a new tab), and don't mention related offers. You want website visitors focused solely on filling out your lead-capture form and generating a conversion.

In regards to social sharing buttons, some marketing companies recommend including them below the fold. This allows your content to be shared seamlessly across Facebook, Twitter, LinkedIn, and so on. Other marketing companies recommend deleting them to keep with the rule of limiting exit opportunities. Consider running an A/B test between different landing pages to see if adding social sharing buttons has a justifiable ROI.

Less is more when it comes to links, and Guideline knows that.

7. Encourage a conversion

Removing exit opportunities keep website visitors focused, but enticing them with something extra all but guarantees a high conversion rate. In exchange for a website visitor’s email address, offer a discount, exclusive product details, or a free trial. The gated content options are endless, but ensure the content offer relates to your product or service.

A pro tip for designing the perfect landing page is to keep the lead-capture form short. Most ask for only first name, last name, and an email address. Sometimes, though, a little more information is necessary, but this just means you'll have to make your offering really worth the exchange.

In exchange for the usual information, as well as a couple more questions that will further contextualize leads, Mirabel's Marketing Manager offers a free, comprehensive guide to email marketing.

8. Effect action

Finally, we’ve reached the most important part of your landing page!

A call-to-action, or CTA, is the button your website visitors click to submit their personal information after filling out a lead-capture form. When thinking about copy, use words that drive and inspire your digital audience to take a specific action. How you phrase the copy of your CTA should directly align with branding, messaging strategy, and content marketing efforts. A best practice is to meet WordStream’s killer call-to-action criteria, employing strong command verbs, numbers, and words that provoke emotion and a reason for audiences to take advantage of the action.

For example, a sense of urgency and/or a time limit sparks a feeling of necessity among your digital audience. Use words or phrases like “hurry” or “now.” If you’re technically savvy, include countdowns surrounding your CTA. Your audience never wants to miss out on something.

Merrill Lynch really went for it with the red CTA buttons, but hey, they’re effective.

When it comes to CTA design, the font needs to be clearly legible and match the font on other web pages, especially the landing page that the CTA is on. The font size needs to be larger and be surrounded by enough white space to stand out.

In regards to color, color theory in the marketing industry plays an important role. Your CTA should fall between what makes an impact and what mirrors your brand. For example, contrast colors were found to be more actionable, especially orange and green, and get more conversions. SAP found that orange CTAs boosted their conversion rate by 32.5 percent in 2017.

Overall, give your CTA an eye-catching color and shape, surround it with white space, and utilize copywriting techniques that promote a specific action.

9. Test, test, test

Now that your landing page has all the essential elements, it’s time to A/B test copy, visuals, design, and CTA. Use these analytics to adjust and reach your optimal conversion rate. Don't forget, though, to test one landing page element at a time to see which element made the difference.

A/B testing can be done manually, some CRMs have this built-in capability built-in, and other content management systems (WordPress, Wix) enable extensions or integration that’ll do the trick.

While not directly related to A/B testing, it’s important to note other optimizations you should prioritize: Optimizing copy for search engines and decreasing your landing page’s load time, especially on mobile. HubSpot reports that a delay of just a second in load time can negatively impact conversion rates. To evaluate your landing page, check out Google’s handy Page Speed Insights tool.

Time to Stick the Landing (Page)

Once you’ve gone through our checklist, it’s time to sit back and analyze the results.

This seems like a lot to considering when designing a landing page, but the marketing ROI from landing pages makes it all worth it. Plus, resources like HubSpot, Unbounce, and Mirabel’s Marketing Manager will support you in this marketing strategy. Good luck, and go increase your conversion rate!

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