Landing page design can be a tricky, yet challenging, thing. Sure, you want to make the best impression on everyone who visits the page. Yes, you want to keep prospects engaged on the page long enough to convert. And of course, your goal is to maximize conversions.
But during the design process it’s natural to ask, “How much copy do I need?”, “What layout will perform best?”, “Which color should I design my CTA button?”, or “What is the optimal form length to maximize conversions?”
There is no perfect landing page design, but there are proven design best practices. In our latest Landing Page Design Best Practices guide, we help you answer all of those questions and many more.
With this guide, you’ll learn:
- Why landing pages should be focused on a single goal and best practices to convert visitors into leads and customers
- How to use Cialdini’s principles of influence and other psychological techniques to your advantage
- Specific tips on how to design each landing page element to achieve your conversion goals
- Why the visitor’s post-click experience is just as important as the pre-click experience and how to optimize each component
To access the complete guide, click the image above or visit a chapter below.
Chapter 1 discusses landing pages’ role in marketing campaigns and explains why each page should only have one conversion goal. It also compares a homepage versus a landing page, demonstrating why the singularity rule is important.
Chapter 2 defines conversion psychology and explains how applying certain psychological principles to your landing page design can persuade visitors to act. It also outlines Robert Cialdini’s 6 principles of influence and how to use cognitive bias to engage landing page visitors.
This chapter provides insight into various page layouts such as the F-Pattern and Z-Pattern. Each layout is demonstrated with a landing page example and how each pattern influences the visitor’s eye gaze. The chapter concludes by discussing the page fold, why it doesn’t negatively affect conversion rates anymore, and why landing page exit points should be avoided.
Crafting the right words to persuade visitors to act is no easy feat. You need to strike the right balance between communicating your offer’s benefits without overwhelming prospects. But how much copy is too much? Chapter 4 answers that question, the importance of customer-centric copy, and the two main font styles designers can use.
Chapter 5 highlights the three different types of media on landing pages: images, videos, and gifs. Each media type can be persuasive when used correctly, and chapter 5 demonstrates various ways to use them with landing page examples.
This chapter explains the color theory and how different colors have an impact on how we think, feel, and act. It continues by stressing the importance of color psychology on human behavior, discusses the differences of background, base, and accent colors on landing pages, and how marketers can select the best color combinations to increase conversions.
White space is one of the most important landing page design techniques, yet it’s frequently absent. This chapter examines why white space doesn’t have to be “white,” its three main functions, and explains how influential it can be in getting visitors to focus on certain elements, like your form and CTA button.
With landing page design, you want to avoid all potential friction points so that visitors have the easiest route to convert. Chapter 8 discusses how to eliminate form friction and when it’s best to use short forms, multi-step, and two-step opt-in forms.
The CTA button is arguably the most important element on your landing page because it’s where the action takes place. To increase your chances of conversion, you must consider the button’s position, size, color, copy, and even using multiple CTA buttons (as long as they have the same conversion goal). Best practices for each are covered here in chapter 9.
Your prospect’s journey doesn’t end when they click your CTA button. Every touch point matters so don’t leave them hanging after they convert. This final chapter addresses the importance of a thank you page and how they’re used to establish better relationships with prospects.
Start reviewing the landing page design best practices guide
Landing page design is an art and science. Without knowing some proven best practices, you’ll aimlessly slap some landing page elements together and hope your visitors convert. It doesn’t have to be that way, though.
Armed with this new guide, we’re confident you’ll create beautiful landing pages while increasing your conversion rates. Start reviewing the guide today and bookmark it for future reference. Your conversion rate will thank you.