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Landing Page Design

The Anatomy of a Perfect Landing Page

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10 Key Landing Page Features That Draw In Users

The best landing pages are simple, speak to the right audience, and are well designed. Take your landing page designs to the next level with these 10 tips on creating the perfect landing page. This guide will show you how to leverage color, placement, headlines, and ultimately how to design the perfect landing page.


Headlines, Copy, and Trust Indicators

1. Page Headlines and Ad Copy

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The landing page headline and advertisement wording should compliment each other. Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text.

2. Clear and Concise Headlines

Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader's attention more than having a vague and uninteresting headline.

3. Impeccable Grammar

Not just landing pages, but all website grammar needs to be flawless. Always double and triple check your copy, and have someone else read it through. In the example of an online retailer who is asking for visitors to purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar.

This page has one small grammar error, but that one error can make a difference in conversions. You're asking visitors to trust you. Grammatical errors are not a good introduction.

spelling mistake

4. Taking Advantage of Trust Indicators

For an effective way of building trust, incorporate testimonials, reviews, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). When the eye glass and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page.

This landing page from Mayflower uses the company's average rating to display trust in their service.

trust indicator
Writing Strong Headlines

Call-to-Actions and Buttons

5. Use a Strong Call-to-Action

After a visitor reads the landing page headline, is is crucial that they know what to do next. In the case of Mozilla Firefox, when they changed their call-to-action from Try Firefox 3 to Download Now - Free, it outperformed the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test.

Blue Apron has a strong call-to-action on this page. It's clear what the user should do and even highlights a per person price.

call to action

6. Buttons & Call-to-Actions Should Stand Out

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Identify the keywords people interested in your service might be searching for and use words such as free, new, buy, or download now. A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it.

Form Submit Buttons

Placement and Content

7. Keep It Above the Fold

The space a visitor sees without having to scroll is where the most important parts of the webpage should be. Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button or form in a place where it has to be searched for.

above the fold

8. Always Be Testing

Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.)

9. Use Images and Videos That Relate to Copy

Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product.

Bellroy uses great imagery and videos on many of their pages. Every product page has a great video and multiple images of that wallet. This makes selecting the right wallet extremely easy for buyers.

images and video

10. Go Easy on the Links

Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a regular home page, but on a landing page, simplicity is key.

This landing page is designed well, but look at all those header links getting in the way of the message! Reduce the distraction level on your landing page by removing excess links.

too many links

What Colors Are Good for Different Sites?

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Colors that entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare others away. They set the mood of a landing pages and influence a viewer's actions.

colors in design
Colors & Mood

Conclusion

Why Should I Incorporate Forms?

Well, the easy answer is that once you've done everything right on your landing page and the user clicks your call-to-action, you then need a way to capture their information. Coding forms manually is a pain in the rear. Formstack is an easy drag-and-drop form builder that requires no programming knowledge and lets you embed forms and store data.

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the anatomy of a perfect landing page