According to the founder of Usability Geek, almost 90% of online consumers are less likely to return to a website after a bad experience. That means that you’ve got only one shot at making a good first impression.
Now, a well-created landing page can help with that. Aside from increasing your conversion rate, it can assist you in reducing your bounce rate by delivering a clear message and providing the users with relevant information.
For instance, if you were looking to hire a web design company in New York, you’d want to find all information on what they offer on their landing page. Otherwise, you’d probably lose patience and move on to another website.
So, without further ado, let us introduce you to five ways that will improve your landing page UX.
Meet your target audience.
The first step to building a good landing page is identifying your target audience.
Now, for those who haven’t heard of the concept of the target audience before, it represents the demographic and profile of people most likely to be interested in your company’s product or service. These people usually have something in common – their age, gender, location, education, socioeconomic status etc.
The more detailed the picture of your target audience, the more effective your advertising and marketing will be. Of course, that depends on the product you are selling. Some products are meant to be used by a specific group of people, while some are not. There are many digital branding agencies that can help you decide your target audience with ease and help you promote your products.
When it comes to determining who your target audience is, the first step would be to put yourself in the place of your customers. Ask yourself the following questions:
- Where do they live?
- How much do they earn?
- How old are they?
- How do they think?
- What is important to them?
- What pushes them to purchase?
All these questions, along with many others, will help you get a clearer picture of your target audience.
However, there’s more. Another great way to get to know your target audience is to analyze your website visitors and see how they respond to your landing page. This is especially useful if you are struggling with answering the aforementioned questions.
The idea is to create a more generalized landing page focused on getting the users to sign up for a newsletter, webinar or eBook. Once they sign up, you can experiment with a landing page based on how they react to your communication and how they interact with the rest of your website.
Aim for minimalistic and intuitive design.
I’m sure you’ve heard this before, but we simply can’t skip it because it is true.
Your landing page should be simple. Skip all the unnecessary details and elements. Leave out the long text you came up with and stick to the shorter one.
Also, avoid using a horizontal scroll at all costs. Users most likely won’t scroll at all since it takes more effort than the vertical scroll and they don’t typically expect it.
Don’t forget to add a call to action. Without one, users might get confused not knowing what to do next. It should be distinctive and the best way to do that is by using a specific color that will guide the user to the finishing line.
It’s useful to get familiar with the emotional triggers of colors. Long story short, different colors trigger different emotions. For instance, red can mean excitement and energy, while green can create a sense of reassurance and balance.
Don’t ask for too much information.
Imagine clicking on a landing page that contains form fields that should be filled out. It asks for your name, last name, date of birth, email and phone number. If you are anything like us, you’ll be too lazy to fill it out and it’ll make you suspicious of them. Who needs that much information?
Trust us, it’s not just us. According to research conducted by HubSpot, the number of conversions drops if users need to fill too many form fields.
Decreasing the number of form fields from 4 to 3 increases the conversion rate by almost half.
Optimize the landing page for mobile phones and tablets.
More than 5 billion people in the world own a mobile phone. According to the WARC, 72,6% of internet users will access the web solely via smartphones by 2025. And let us remind you, we’ve almost reached the end of 2021.
If your landing page is not optimized specifically for a mobile phone, you have to catch up. The screen of the phone is too small to fit all the information that the computer screen can. That needs to be addressed properly.
For instance, the text should be 11 points or larger. You should reduce the number of images and elements, and use color to maximize visibility. Of course, the landing page must be accessible to all devices.
Do some research.
We can give you all the advice in the world, but it won’t help as much as testing and research will.
A/B testing can be very helpful in determining what works and what doesn’t. Remember – even a small change can make a huge impact.
Another great way to analyze your customers’ behavior is to use heat maps or user session recordings.
Heat maps show the areas that are the most popular on the page.
There are different types of heat maps: scroll maps, click maps and move maps. Scroll maps show the number of visitors that scroll down to see the rest of the page. Click maps display parts of the page that are most clicked on. Move maps track where users move their mouse which can indicate the part of the website they are looking at.
User session recording tracks mouse movement, clicks, and scrolling across multiple pages. It can be useful to see how users interact with the landing page and help you notice possible bugs and malfunctions.
Many other methods of research are available, you just have to find those that give you the best results.