On the journey to optimally utilize an inbound marketing strategy, few elements on the path to conversion are as important as the integration of UI and UX to create effective landing pages. UI stands for “user interface” and refers to the technical elements that make a web interface work well and flow. UX stands for “user experience” and refers to the overall feel that a visitor gets from navigating through a website. Webdesigner Depot uses the following metaphor in describing these terms:
“UI is the saddle, the stirrups, and the reigns. UX is the feeling you get being able to ride the horse, and rope your cattle.”
The line between UI and UX is blurry, most likely because UI is often considered to be contained within UX. Nonetheless, great UI and UX design are necessary to generate conversions on any web page, but especially on landing pages. A landing page is any web page that a visitor is directed to after clicking on some sort of ad or link. Typically a landing page calls for some specific type of conversion. In order to optimize the possibility of these conversions, UI and UX must come together in a wonderful display of design. But what makes great landing page design?
Here’s what you need to know:
It’s all about simplicity. In all things keep it simple. This is golden rule number one! All information should be concise. When visitors land on your page, they most likely aren’t going to take the time to read every piece of information that you have published. They will likely be looking to quickly skim through your content, and you have a short window of opportunity to seize their attention and inform them. It’s also important to keep your site intuitive by cutting out any unnecessary elements that could easily distract or confuse the visitor.
It’s all about focus. Every element on the page needs to direct the visitor to the ultimate goal of a conversion. The page should guide them through steps of information that compel action and provide multiple opportunities to convert. You also need to meet the visitor where they’re at. Don’t provide them with the reasons why your service is best, but instead reveal to them their need recognition by informing them with what they need to know about your product or service.
It’s all about imagery. When I speak of imagery here, I am referring to any visual elements that are incorporated into a website. Landing pages need to be attractive if you want visitors to think that your offerings are credible and quality. An effective use of visual elements incorporates high-quality images to direct the visitor to a conversion. The imagery should grab their attention and make them want to invest their time on the site. It is also important to keep in mind that your use of imagery always needs to keep in line with the above rules—keep it simple and stay focused. Don’t over do it or you will distract and confuse your visitors. You want your site to look sleek and clean.
Here are some great examples:
Now that we have discussed the bare essentials of what makes a good landing page, lets look at these techniques in action. Instead of Googling “companies with great landing pages,” I decided that I would rather share with you a few good examples of landing pages that I have come in contact with personally. Some of these examples have even led me to a conversion, so I’m definitely a believer in the power of these landing pages.
Dollar Shave Club
Although I’m not registered with Dollar Shave Club, I have many friends that receive their services and I have considered it many times… almost being led to a conversion, myself, because of their landing page. Why? Its clean, concise, and tells the visitor everything that they need to know. There’s no rambling on about why Dollar Shave Club is the best thing since sliced bread. The company’s goal is clear: To inform the customer and get them signed up. It also includes a clear call to action at both the top and the bottom of the page, not to mention that the wood siding is also a nice touch.
I can speak to the power of LiveCareer’s website user experience because I am a convert. In fact, my decision to subscribe to this service, instead of its competitors, is because of the look and feel of the website and the page that I landed on. The sleek, professional, interface speaks to the credibility of the service. Everything is short and sweet, combining plenty of white space with ample information. The photograph centered at the top of the page under the clear call to action is the money-maker. When I saw that example of what my resume could look like, I was sold.
Unroll.Me doesn’t only offer a great service, it also seems to have a pretty effective landing page. I signed up with this service a few months ago after clicking a link on Facebook and being directed here . Once again we see the use of a strong, high-quality, photograph in the center of the page that offers a glimpse of what the service can provide for you. The headlines are clear, space is plentiful, and there is nothing on this page that will distract the visitor from the path to conversion. The page guides the visitor as they scroll down and encounter basic features of the service, combined with sleek graphic elements and a call to action at each point along the way. It’s simple, it’s focused, and it’s attractive.