Landing pages come in a wide variety of forms and formats, some of which flourish and some of which fail. As you develop your landing page, you must deliver a concise user experience or risk losing the attention of the consumer — and any leads you might have gained.
For some marketers, it seems natural to include as much information as possible on a single page. In reality, this overwhelms your users and causes them to lose track of their original intentions. Other marketers try to get overly fancy with design elements, to the detriment of the true purpose of the page. While users often respond positively to a brand’s creative aesthetic, too many design elements can create clutter and impact the user’s decision-making process.
To avoid making these mistakes, here are four things to keep in mind to create landing pages that will generate leads for your business:
1. Don’t ask too much of the reader. If a page is thick with an overwhelming amount of information, it ends up being too much for the user to sift through. According to the Nielsen Norman Group, 79 percent of viewers start out by scanning any new page they encounter; only 16 percent actually read every word.
As a result, the more form fields you have, the less likely it is that a visitor will complete the process. Codeacademy does a great job of only asking for two things on its landing page: an email address and a password.
2. Remove unnecessary elements. You have a slim 50 milliseconds to catch the attention of your viewer. Ninety-four percent of users care about webpage design above content, so if your landing page has too many sections, borders, colors, and other distractions, they could easily become overwhelmed and click away.
You should also get rid of any navigation and links on your landing pages. They just serve as distractions and outlets for users to click away. HubSpot even did a study that proved navigation bars cause harm to conversion rates.
3. Stick to one call to action. Multiple CTAs muddy your message and lead viewers off track. If you point people in too many directions, how are they supposed to take the action you want them to take?
Wistia, for example, has only one CTA on its landing page — to create an account. The simplicity tells the user exactly what he or she needs to do, and it doesn’t promote too many things at once. If you find that you’re working many links or CTAs into one landing page, you might consider making a new one for any secondary actions of lesser importance.
4. Craft a concise message. Users have gotten pretty savvy when it comes to recognizing a trustworthy — or untrustworthy — site. If the message is unclear and viewers get suspicious about your intentions, they won’t continue down your funnel. Your website’s visitors don’t want to inadvertently sell their information or sign up for spam messages.
When your page provides information in a concise, visually appealing, and honest format with a clear call to action, the benefit is obvious: more conversions. But while your initial goal may be creating an enticing conversion path, you’ll also build trust with users by delivering what you promise them.
The bottom line is that there are a lot of bells and whistles that you hope will help in winning conversions, but in reality, those shiny objects can be distracting. Keep the four points above in mind to help forge a path that will guide your landing page users from viewers to customers.