Creating landing pages that promote your product or service may seem simple. However, making landing pages that will boost user experience (UX) and increase conversions takes a bit more than just a lot of coding. You can apply several tactics here, but the user should be in the center of them all.
Top 6 Tips To Improve Landing Page Experience (UX)
#1 – The Key Is To Satisfy Customer Needs
Suppose you are just a beginner or building your first website. In that case, you may fall into a trap believing that as much information as possible on the landing page will keep the customer’s attention.
Nowadays, it has become tough to convince a customer that you are a legit business, sell legit products or provide services, and not come across as some fraudulent salesperson!
Too many pop-up windows or banners on your website will look spammy and suspicious. In this situation, the customers are very likely to abandon the website before they even get the information they were looking for in the first place.
The best landing pages quickly grab the reader’s attention, engaging them in further consideration of your offer. Then, after they have been hooked, you convince them you have what they need. Eventually, finishing their visit with a purchase or contact form (depending on your primary goal).
The look of your landing page will attract the reader, but the content is what will keep your customer on your page. This is why you should keep the language you choose very simple. Try to create informative yet exciting content. You don’t want to sound like a Wikipedia page.
Using short and clear sentences without too much text is the perfect solution for your potential customers or sign-ups. On the other hand, complex language or too many complicated terms and words will turn your customers off. So make it easy for them.
Try this – read the message you are trying to convey and see how it sounds out loud.
The best advice I can give you here is that you haven’t created a message that a user or viewer will understand if you cannot explain it in simple words.
Generally speaking, customers want simplicity – they need something, and they have come to your website to get it. If the information is too confusing, they will look elsewhere because you haven’t satisfied their need for simplicity.
Thinking like a customer will take you a long way. Why not try to visualize looking through the eyes of your targeted audience.
- Who are they?
- What are the personality traits of your perfect customer?
- What do they need?
- How can you solve their problem?
- What would make them buy the product/service you are offering?
All of the above questions, when answered correctly, will maximize the user experience (UX) of your landing page. With a few more tips listed below, you can take your landing pages up a level.
#2 – Minimalism And Speed
The design of your landing page or webpage says a lot about you as a brand and business. Your landing page is the first point of contact between the customer and you, so you must “dress to impress”!
The best way to impress your page users is to keep your design very simple and informative. There shouldn’t be any misleading information on your page. Keeping it simple and relevant is the way to go.
A minimalist landing page will look elegant and very intuitive for a customer. It would be easy for them to understand who you are and what you are offering quickly.
Another advantage a minimalistic landing page offers is speed. Website speed is crucial these days if you want any traffic from search (Google).
If your landing page loads very slowly, customers are very likely to abandon it. Instead, they will seek the information they need somewhere else and likely bounce back to Google. This is not what you want.
We live in a world where everything is on-demand; we are always rushing somewhere, we are always late, and we suffer from a lack of time. Because of this, many of us don’t have the patience to wait for the page to load. If it is loading too slow, we will close the tab.
The world has become very demanding regarding speed. So instead of clogging your page with lots of information, code-heavy pop-ups, and banners, keep it simple.
Deliver quickly and satisfy your customer.
#3 – Don’t Ask For Too Much – Create CTA Instead
I mentioned earlier that pop-ups are not exactly enjoyed. However, sometimes they are a must.
You may want to create an email list of your potential customers. You may want to attract them with a coupon to stimulate them to buy your product/service. In these cases, you are most likely going to create a pop-up for your website. Sorry for the contradiction!
The thing with the pop-ups is that they tend to be very aggressive and demand too much information. This can turn away your page viewers in many ways.
An example of this may be when your page user is having trouble finding the X button to close to the pop-up and cant access the main content. To avoid this, make sure the pop-up is very visible, clean, and don’t hide the X to close it.
If you ask for too much information, the customer is more likely to become suspicious about your intentions. Usually, you would only need an email address, but be careful about asking if you want more information.
It is okay to ask for a name and surname. However, suppose you start questioning them about their date of birth, address, etc.… In that case, this will lower the user experience, because frankly, this information is not needed if you want to subscribe to an email list.
People don’t want to reveal their personal information, so asking for it will not create much of a bond between you and your customers at your first “date.” You want to build trust, not destroy it.
A smart way to avoid pop-up windows is to create a powerful CTA or call-to-action. A nicely designed and implemented CTA on your landing page will have tremendous effects on your conversions.
Even if you want people to sign up for your newsletter, instead of creating a pop-up sign-up form, make a sign-up CTA.
Explain to the page viewer what they will get and why they should sign up. A nicely designed CTA with a powerful and intelligent message is very likely to engage and convert your visitors to customers and subscribers.
Tip! – If you’re looking for more info on email marketing, check out How To Do Sales Funnel Email Marketing Like A Pro
#4 – Play With The Colors
Even if you don’t have a web designer, there are so many free or paid themes for websites you could use that it is a shame to create an old-fashioned-looking website.
The thing here is – you can improve UX and alter how page viewers feel about your product or service by playing with colors. This is the so-called “emotional” design of a website.
Someone once said – people will not remember what you did; they will remember how you made them feel. I forget who, so apologies for not giving credit.
This is very applicable to website design as well. Studies have shown that implementing different color combinations (link to UX Planet) on your website can make the users feel differently and thus be more engaging with the content.
Six main groups of colors are known to trigger different emotions…
- Red is connected to passion, strong vision, and energy
- Orange is associated with friendships, fun, and optimism
- Yellow is the color of happiness, confidence, and optimism
- Blue is known as a color that can boost trust, serenity, and authority
- Green is all about reassurance, balance, and growth
- Violet is connected to quality, creativity, and individuality
Once you learn the meaning associated with colors, you should try to identify the colors of your brand – who you are and what you represent? Only then should you implement those colors on your website and across your social media platforms.
If you want people to trust you, try to go with the color blue. Subconscious is a powerful tool that will recognize the color and connect your brand with trust in your customers’ minds.
Tip! – Check out How To Make An Email Capture Page – 2021 Conversion Guide
#5 – Always Optimize For Different Devices
The market is rapidly changing, and so are people’s habits. Just a few years ago, the desktop computer was the primary “source” of information. Very quickly, laptops took the lead. Now, you guessed it, mobile phones and tablets have taken over. Who knows what device will be in first place in the future.
With the rapid expansion of the smartphone industry, customers are now used to finding everything they need on their mobile phones. This also means that they tend to search for most information using their phone.
There are many reasons for this, but the main one is convenience – the phone is small and easily transported everywhere. A smartphone offers endless knowledge and is an infinite source of information of all kinds.
Because of this, it is essential to optimize your website for mobile devices if you don’t want to lose a significant share of the market. New generations are more and more mobile-oriented and know how to use it even before they can walk and talk properly.
Your customers are on mobile.
Mobile optimization is focusing on mobile user experience. The importance of this can also be seen in Google’s algorithm updates, where they tend to put more and more emphasis on mobile UX when ranking the websites in search results.
Page speed is critical, so check it on all devices before launching your page or website. Be careful because sometimes the page may load very fast on the desktop but has trouble loading on mobile devices.
You can test any web page using Google Page Speed Insights to get mobile and desktop speed scores. Make sure your scores are in the green.
#6 – Explain Why You Are the One!
This may sound like an intro to a romantic movie. Still, it can also turn visitors into customers, especially if you are competing in a highly saturated market.
When dealing with companies who offer a similar product or service like yours, you really need to go the extra mile. Convince the user you are the one they are looking for. What sets you apart from the rest?
Although it may sound hard, it is actually simple. The thing with this tip is to show the user the emotion and the story behind your brand. Try to make you closer to them, thus creating a bond between you. Convince them you are not just another generic seller on the internet.
Another essential thing is – your product or service needs to solve customers’ problems to get a conversion. Simply stating you are solving the problem is not enough.
People want to know more, so explain how exactly you have solved their problem. Again, social proof here, like customer reviews, can help with this.
Customer experience can be improved if the landing page conveys a straight-to-the-point message about your product/service and the problem you are solving. If you place your product without explaining what issue it will solve, you are not likely to convert.
Suppose you explain the customers’ problem on your landing page, but it is unclear or sounds shady or misleading. In that case, the customer will not trust you. They will not buy.
Explanations should be kept short, maybe in the form of bullets or two to three sentences. If you prefer to go with graphic content, a video is always a great idea. Many people prefer videos with real people because it increases the trustworthiness of the product, service, or you as a company.
Wrapping It Up
At the very core, a landing page should represent you and your values in the best possible way. Keep it user-oriented. Don’t clog your website with too many pop-ups and give authentic and transparent information.
With these tips, you can improve the landing page experience (UX) on your web pages and, ultimately – get more sales!
Tip! – Looking for more on email automation? Check out Best Landing Page Autoresponder For Your Sales Funnel