A Strong First Impression: Benefits of Effective Landing Page Design
Have you ever sat in a sales pitch and known you were going to take the leap, long before the end?
Maybe the product was right, the format was perfect, the messaging was on point, and the salesman was passionate. Whatever the cause, it made you feel like the seller understood what you wanted.
A great landing page can be the same way! The right one cultivates a sense of connection, tempting leads down the funnel with a streamlined landing page design.
In other words, if you’re on the fence about creating a landing page for your business, it’s time to consider how the perfect design can take your next campaign from good to great. Here are a few key benefits of the right design.
Great First Impression
As this post’s title suggests, landing pages can leave a great first impression on your visitors. Depending on the type of campaign you set up, your landing page may be the first time a visitor engages with your brand.
For these users, a well-crafted landing page is like the first glance through your front door. This is why a landing page design and message that speaks to users is critical. It means the difference between a visitor that steps further inside and one who turns around to leave.
Minimalist design may be having a moment, but that doesn’t mean it doesn’t also have its own inherent benefits. For many marketers, it’s tempting to clutter a landing page with “useful” design elements, elaborate messaging, and multiple calls-to-action.
However, these elements can add visual confusion to a page that should be sleek and streamlined.
But it’s worth noting that most site visitors take just 3-5 seconds to decide whether they want to stick around . This is a phenomenon commonly called “the blink test.” If your website is too cluttered to pass, you can say goodbye to those elusive conversions.
It’s worth noting, of course, that there are additional benefits to getting rid of distractions. Many of the most effective landing pages use minimal elements to guide visitors toward a specific goal.
This may include fewer required fields for form fills to make conversions easier, for example. You might also consider removing the navigation bar to keep visitors from leaving. With fewer distractions, you’ll find that your landing pages inherently see more success.
Audiences love a personalized marketing experience, one that targets their specific situation or needs. For many brands, this can be difficult to provide, and it can seem like a particular challenge with landing pages. Visitors who end up on a landing page are often new to your brand, meaning you won’t have collected previous information about them.
However, with the right design, it isn’t hard to add a touch of personalization to your campaign. Consider the interactive tools on the landing page for Transferwise, for example. This brand allows users to input their own financial details to see how the site’s transfer tool would help.
Another great landing page example comes from Airbnb. This global brand uses location data to show visitors how much they could make from renting out a room in their area.
Smart personalization options like these are a great way to connect with visitors, drawing them further down the funnel.
Specific and Targeted Messaging
The most effective landing pages are focused on a single goal. Every part of the design and messaging revolve around leading users toward that goal.
Where homepages may showcase multiple products or messages, a well-designed landing page will include a single headline, one unique selling proposition, and a call to action for a specific offer.
This, in turn, makes it much easier for you to generate leads for a specific company need. Add in a dose of SEO to include the right keywords, and you’re off to a great start.
As noted above, a good landing page can create a credible impression that cultivates a burst of initial trust from visitors. After all, the landing page is designed to offer a solution to a specific need or problem the customer faces.
However, well-designed landing pages go even further to showcase credibility and authority, encouraging more conversions. One critical way they do this is through social proof. According to this concept, people are more likely to follow through on an action other users have already taken, as if this is an indicator of “correct” behavior.
To take advantage of this, effective landing pages go to great lengths to display information about current or past users. Shopify’s simple landing page, for example, includes logos of brands that trust their services, as well as a quote from one of their users. Brands can also post reviews, testimonials, ratings, or links to social media as indications of credibility.
In addition, effective landing pages even offer opportunities to generate trust with affiliate traffic. One great example of this can occur when a landing page uses the logo of the destination website and the affiliate website. This ensures that visitors arriving on the landing page feel comfortable knowing that they have, in fact, found a page that their trusted affiliate site has directed them to.
More Lead Conversions
At their most fundamental level, landing pages serve a single purpose: lead generation.
Study after study shows that marketers generate leads more effectively through dedicated landing pages than they could by sending traffic to their home page. And while even the most basic landing page can serve a vital purpose in a marketing campaign, a well-designed page that attracts and retains interest will always generate more conversions.
Make the Most of Your Landing Page Design
The most effective landing pages will get visitors exactly what they want with little to no friction—but this can be easier said than done. The right landing page design can mean the difference between a successful and a mediocre campaign, so it’s worth the effort of creating the perfect tool.