The Ultimate Guide to Using Design for Effective Landing Pages

Out of all the online ads you saw this week, how many led you to purchase the product or service promoted?

It may hugely depend on your shopping habits, but there’s a big chance you didn’t buy all the products marketed to you.

Stats tell us that the average landing page conversion rate is only 2.35 percent. That means, out of a hundred people who saw the ad, only two decided to purchase. 

However, the same study also says creating effective landing pages can significantly up your chances of closing a sale. In fact, the top 25 percent of businesses convert at a rate of 5.31 percent or higher.

Better than that, the top 10 percent are converting at 11.45 percent or higher. Now that’s the bracket you’d want to be in!

Without a doubt, a landing page can make all the difference in your eCommerce business. 

If you’re wondering how to create a landing page, you’ve come to the right place! In this article, we’ll discuss what it takes to create one and how an excellent design can push up your sales rate.

What Goes Into Creating an Effective Landing Page?

If you’ve been reading about managing an eCommerce business, you might already know that a landing page is a page on your website where the prospect “lands” upon clicking a link on your ad or other marketing material.

So, what exactly does it take into creating effective landing pages? Here are some of the basic factors to consider.

Headline

The headline summarizes all there is to know about your offer. What’s the most important thing prospects need to know about the campaign? 

When crafting your headline, make sure that it’s:

• Simple enough to be easily understood
• Short and punchy, expressed in the fewest words possible
• Captures the audience’s interest in a snap

As ad tycoon David Ogilvy once said, “When you have written your headline you have spent eighty cents out of your dollar.” 

Unique Selling Proposition (USP)

Another thing that should be obvious in your landing page is your USP. What makes your offer so special that the prospect won’t be able to say no? 

I’m sure you can think of a thousand ideas to make an offer people can’t refuse. However, it’s also vital to keep your USP honest. Promising something you can’t deliver will not only hurt your campaign but your overall brand reputation as well.

Call-to-Action (CTA)

A convincing headline and a solid USP may have persuaded your viewers about the benefits of your offer. But what now? You need to lead your prospects to what they need to do next with a CTA. 

Some of the most common CTAs you’ll see on landing pages may include “learn more,” “buy now,” or “subscribe.” Though these classic lines often do the trick, don’t be afraid to try out more creative copies on your CTA button. For instance, “Get my 5% off” makes prospects feel that they’re getting something instead of giving something (their money) upon clicking the button.

How and Why Does Graphic Design Make Landing Pages Effective?

Just as important as the copy is graphic design. The visuals should complement the message of your offer and, at the same time, subtly tell your brand’s story.

If you look at the best product landing page examples, all of them display excellent graphic design. Here are a few factors to keep in mind when crafting your landing page visuals:

• Layout. Your copy – headline, USP, CTA, and all – won’t be able to do its job right if the page’s layout is poor. So, it’s crucial to have a layout that leads the eyes to appreciate the message in the most painless way possible.
• Font. The text typeface is another crucial factor. You have the freedom to choose between serif or sans serif, bold or italicized, and curvy or decorative. But make sure that your choice coincides with the message you’re trying to get through.
• Color. According to color psychology, hues can evoke different feelings from viewers. For instance, red may stand for passion and excitement, while blue encourages relaxation and soothes pain.
• Images. Whether you’re using photos or illustrations, it’s best to use images that either visually explain your offer or paint a picture of the desired outcome. For instance, a photo of a person holding a pan of freshly-baked bread can be an ideal image for a landing page that offers a subscription for baking recipes.

Landing Page Design Best Practices

Here are five best practices to keep in mind if you want to create effective landing pages for your business.

1. Clear Offer

If you look at the best landing page templates, they all have a clear offer. Remember, you’re pitching something to the viewer, and every second counts. That said, you can’t afford to confuse them with too many ideas. 

For instance, the headline may need to be written in a different font style than the rest of the copy. The color and style of the CTA button also need to be carefully considered. Make sure that the design makes your message clear rather than distract from it.

2. Uncluttered Look

Speaking of not confusing your audience, nothing will scare them away faster than a cluttered look. A professional designer would know how to arrange visual elements so that they all work together to entice the viewer. 

For example, the designer may choose to arrange Trust Badges at the landing page footer so as not to distract your audience.

3. Responsive Design

According to stats, 53.3 percent of web traffic is now mobile. That said, effective landing pages are responsive. The page should look great, whether the audience views it on a mobile phone, a tablet, or a computer. 

Conclusion

The landing page is the final door that leads your audience to purchase. If the door doesn’t look attractive enough, they won’t be encouraged to enter it and discover more about your product.

That said, graphic design is indeed a crucial part of effective landing pages. It presents the offer the best way possible and projects your brand as a reliable venture worthy of trust.

Want to learn more about optimizing your eCommerce website? Contact us today and learn about how design can generate more leads and increase your sales!