8 Tips for High-Converting Landing Pages

An effective landing page is crucial to a business’s digital marketing strategy. A landing page is your business’s virtual storefront – built for the purpose of attracting prospects to your product or service and hopefully converting them.  The single most important goal of every landing page is conversion. Every design element is there to invite users in and motivate them to perform certain actions and direct their gaze to specific messages.

The idea is to attract, hold and control the viewer’s attention to realise the aims of the landing page.

Here are 8 tips on landing page designs that boast high conversion rates.

1. Don’t forget about the logo

Include the company logo on every landing page you create. Users should have a clear idea about where they are and what actions to take. The brand image needs to be there every time to create a stronger association.

Take it even further by having the logo scroll with the user, as they read down the page.

2. Clear layout

A high-converting landing page is clean, uncluttered and well-organised. There’s no space for text or images that serve no purpose

Remember not to use extravagant graphics. They will only distract users from their main task and negatively impact the conversion rate of the page.

3. Contrasting colours

Contrasting colours create an order on your white page. Don’t forget that colours also evoke psychological reactions and associations. For instance, green stands for comfort, growth and is generally positive.

Colour contrast is key on landing page design, so use a limited colour palette and any element of a different hue will immediately catch the user’s eye.

4. Mind the size

Nothing draws attention like size. If one element of your landing page deserves more exposure make it bigger. A large, brightly-coloured button won’t be missed by anyone.

Ensure that other elements of your landing page are proportional. A number of eye-catching images, buttons and boxes will clutter your page.

5. Encapsulation

This graphic design trick is perfect for directing users’ gaze. It creates a tunnel vision effect, at the end of which you can locate your call-to-action button.

6. A consistent look

When designing your landing page, it’s essential that you keep all design elements consistent. A messy design will distract visitors from the goal of the landing page.

It’s your job to minimise the amount of time users will need to orient themselves on your page. Choose similar visual elements among your images and colours and no visitor will get lost or annoyed.

7. Directing the gaze

There are several visual elements that help designers to direct the gaze of users and focus on what is really important on the page.

Arrows work wonders – they might seem a bit over the top, but they’ll guide users straight to your call-to-action buttons. Don’t forget that some shapes will naturally create a visual pathway for visitors. Take triangles, for instance. Their form is already pointing at something.

Use the gaze of figures represented in your photos, as well. Viewers naturally tend to follow it, so place your conversion target in the line of vision of your photographic figures and expect users to look exactly there.

8. Leaving blank spaces

Does having a clear layout on our landing page mean that we have to make use of all the space available? Not at all! Mind you, not all of the blank spaces have to be filled. Some of them are perfect left just as they are and work great if you want to emphasise a significant element.

White spaces improve the legibility of all texts you include on your page. Use them in a smart way and you’ll have complete control over the gaze of your users.

Follow those tips and you’ll be sure to make the most from every landing page you’ll ever design.

SOURCE: 99 Designs