How Your Landing Page Design Impacts Conversions
by Josette Millar
If you have crafted the perfect landing page, and the energetic boost to your campaign is lagging or slow in coming — even when you have focused on the customer, and used brilliant, succinct and persuasive strategies:
- Did you place more attention on copy – and not enough on design?
Bring Your Conversion Levels up to The Next Stage
Color contrast is a great way to attract attention. Using a great contrasting color for a donation button really can translate into greater use from being noticed more easily. Do be careful — the wrong color combination’s can have big turn-off effects.
By using colors that are different, yet at the same time complementary, you can make certain landing page design elements really stand out. By creating a color reinforced visual hierarchy — you can inform the reader’s eyes about levels of importance and priority.
Commanding the Eye With Landing Page Design
When studying the top-end sites for those with the most successful conversion rates – you will discover features like a built-in arrow pointing to their sign-up form. Of course this naturally draws the visitor’s eye from the headline and other copy to the goal/action on the page.
You will also find opt-in forms encircled with a strong blue box which stands out clearly against other aspects of the landing page design. You can easily use the element border to pull attention into the call-to-action.
Landing Page Design and Conversion Impact
There’s far more to effective photos than just a good looking faces. What the person is doing in the photo can wield huge impacts on where a visitor will look on your page, or what comes across as important.
If the subject of the photo is;
- Looking at the camera
- Towards the text, or
- Away from the text
An example: a common photo of Warren Buffet that has him looking directly at the headline. This directly encourages any landing page visitors to look at the headline first.
A well-studied strategy includes keeping your paid ads and landing pages — consistent within both content and visuals.
User’s shouldn’t be surprised by what they see when going from ad to landing page. With an entire funnel at its most relevant and consistent, the user will spend much less time orienting themselves to the new page – and therefore more time focusing on the goal/message.
You need to understand the key-metrics of website traffic analytics to understand how your online sales are converting, and where to make any adjustments for this.
Analytic information to track includes;
- Unique visitors
- Bounce rates
- Mobile traffic
- Referral sites
Referral sites tell you where your visitors come from. How are they being directed to you? How to foster better relationships with these website s- find ways you can serve them to create a win/win.
Also take a look at which keywords visitors have used to find your site. Get a better grasp on how Google is interpreting your website. What are the most effective topics to discuss. What is it your target audience searching for?
It can be difficult to explain your product using only bullet points and text. A picture or just the right diagram can usually move or remove a lot of copy.
It is a fatal mistake to assume that a visitor is going to easily-understand the benefits of your product. Back up your copy with a picture — it makes it so much easier to convey benefits to visually-oriented people.
Use these key aspects of landing page design to increase your visitor conversion rate.