June 21


Better Understanding User Behaviour: Landing Page Design

By Hanson Cheng

June 21, 2023

  • minute read
  • Last Updated on June 21, 2023 by Hanson Cheng

    In this comprehensive article, readers will gain an understanding of landing page design, including the definition and purpose of landing pages, their types, and their role in digital marketing campaigns. The article delves into essential elements of high-converting landing pages – from compelling headlines to trust signals and social proof.

    Additionally, readers will learn design principles for creating effective landing pages, including layout, visual hierarchy, color theory, typography, and mobile-friendly design. The article also covers testing and optimizing landing page performance through A/B testing, key performance indicators (KPIs), and various tools for analysis.

    Finally, the article showcases examples and case studies of successful landing pages, common mistakes, lessons learned, and current design trends and innovations. This is a must-read for anyone looking to create high-converting, visually appealing landing pages for their digital marketing campaigns.

    Understanding Landing Page Design

    A landing page is an essential component of any digital marketing campaign. It serves as the initial point of contact for potential customers, often aimed at directing them to specific products, services, or calls to action. This article discusses the definition and purpose of landing pages, different types of landing pages, the distinction between a landing page and a homepage, and the critical role landing pages play in digital marketing campaigns.

    This Purpose of a Landing Page

    A landing page is a standalone web page specifically designed to meet a specific marketing or advertising objective. Unlike a website’s homepage, which typically serves as a gateway to various sections and offerings of a website, a landing page is created with a single focus or goal, commonly known as a call to action (CTA).

    The primary purpose of a landing page is to capture visitor information or facilitate a conversion, which can be anything from subscribing to a newsletter, signing up for a webinar or event, making a purchase, or downloading an e-book or whitepaper, among others. A well-designed landing page can significantly improve conversion rates, help generate leads, and increase overall return on investment (ROI) for digital marketing campaigns.

    Types of Landing Pages

    There are several types of landing pages, each designed to meet specific goals or objectives. Some common types include:

    1. Lead generation landing pages consist primarily of a form to capture a visitor’s contact information and are typically used to generate leads for sales or marketing purposes. Examples include landing pages offering free trials, demos, or whitepapers in exchange for user information.

    2. Click-through landing pages: These are designed to encourage users to click through to another page, often involving a purchase or sign-up process. The primary goal of this type of landing page is to give visitors enough information and persuasion to click through or proceed with a desired action.

    3. Splash pages: A splash page serves as an introductory screen before the visitor reaches the main content. Sometimes used for announcing new features, promotions, or important updates that users should see, splash pages can also act as a pre-homepage or as a barrier, like age verification.

    4. Sales pages: These landing pages have a single objective – driving visitors to make a purchase. They are usually crafted with persuasive copy, strong visuals, and compelling CTAs to entice potential customers to complete a purchase.

    5. “Thank you” pages: Although not a typical landing page, thank-you pages are essential for providing additional information, offers, or even social sharing opportunities to those who completed a desired action.

    Landing Page vs Homepage

    The fundamental difference between a landing page and a homepage is the specific purpose each serves. A homepage is a brand’s main entry point and representation, featuring multiple sections, links, and offers intended to cater to various user needs or interests. The homepage can have multiple navigational paths, whereas a landing page has one specific goal and a clear, focused CTA.

    A well-designed landing page typically has limited navigation options compared to a homepage to minimize distractions and improve conversions. A homepage serves as an introduction to a company or brand, whereas a landing page is designed to align with specific advertising and marketing campaigns.

    The Role of Landing Pages in Digital Marketing Campaigns

    Landing pages play a critical role in the success of digital marketing campaigns. They support marketing objectives by:

    1. Driving conversions: Landing pages are designed to encourage users to take a specific action, resulting in higher conversion rates than directing users to a generic homepage.

    2. Growing an email list: By offering free resources or incentives in exchange for user information, landing pages can help grow a company’s email list, which can later be used for targeted marketing campaigns.

    3. Enhancing user targeting: With targeted ad campaigns, marketing teams can create different landing pages tailored to specific audience segments. Segmentation allows for more personalized messaging and increases the likelihood of conversions.

    4. Tracking performance: Landing pages enable marketers to track campaign performance by measuring conversion rates, bounce rates, and other key performance indicators. This data helps marketers refine their strategies and continuously optimize their campaigns for better results.

    In summary, a well-designed landing page is crucial for the success of any digital marketing campaign. By understanding the different types of landing pages and their purposes, marketers can create pages that cater to specific campaign goals, audience segments and ultimately drive higher conversion rates.

    Essential Elements of a High-Converting Landing Page

    A high-converting landing page is an invaluable asset to any business; it encourages potential customers to take the desired action, whether that’s signing up for a newsletter, purchasing a product, or scheduling a consultation. To create an effective page, it’s crucial to weave together several key ingredients. Here, we’ll discuss five essential elements of a high-converting landing page: compelling headlines, engaging visuals, strong call-to-action, concise copy and messaging, and trust signals and social proof.

    Compelling Headlines

    The headline is the first thing visitors see when they land on your page, and it’s essential to make a powerful impression. Your headline should be concise, captivating, and communicate the primary value proposition of your offering to quickly engage your target audience. Creating an interest-grabbing headline will encourage visitors to stay on your page and learn more about what you have to offer.

    To create compelling headlines, ask yourself what problem your product or service is solving and how it benefits your users. Then, use this information to create a headline tailored to your target audience’s needs and interests. Use clear and compelling language, and don’t be afraid to play around with different headlines to test which ones resonate best with your audience.

    Engaging Visuals

    An eye-catching image or video can significantly enhance the visual appeal of your landing page, making it more likely that visitors will stick around and engage with your content. Using high-quality, relevant visuals throughout your landing page helps illustrate your offerings more concretely, making it easier for visitors to understand your value proposition and connect with your message on an emotional level.

    To create engaging visuals, use images that directly relate to your product or service, and ensure they are high-quality and professional-looking. Prioritize visual consistency, using a similar style of images and colors throughout the page. Additionally, consider employing video content to demonstrate your product or service in action, as studies show that video can increase landing page conversions by 86%.

    Strong Call-to-Action (CTA)

    The call-to-action (CTA) is the central element of your landing page, urging visitors to take the desired action. Therefore, the CTA must be prominent, clear, and persuasive. A convincing CTA assures the visitors of the value they’re getting by clicking the button, filling out a form, or otherwise moving forward.

    To design an effective CTA, use strong, action-oriented language such as “download now,” “sign up,” or “get started.” Make sure that the CTA button stands out visually by using contrasting colors and a more prominent size. Consider testing different CTAs to discover which ones generate the highest conversion rates.

    Concise Copy and Messaging

    While visuals are essential, the written content on your landing page can make or break its effectiveness. Your messaging should be concise, persuasive, and focused on your product or service’s benefits. Long paragraphs and excessive jargon can quickly lose your visitors’ interest, resulting in lower conversion rates.

    To create effective copy and messaging, break down your content into easily-digestible sections, using headers and bullet points where appropriate. Also, consider using relevant keywords and phrases that your audience may search for, improving your SEO ranking and increasing the likelihood of attracting organic traffic.

    Trust Signals and Social Proof

    To build trust with your target audience, incorporate trust signals and social proof on your landing page. Trust signals include customer testimonials, client logos, awards or certifications, and guarantees or warranties. By showcasing that others have found value in your offering, you can create a sense of credibility that encourages potential customers to engage with your content and take the desired action.

    To incorporate trust signals and social proof effectively, add a dedicated section to your landing page featuring real testimonials from genuine customers, including their names, photos, or videos if possible. Also, consider displaying recognizable logos of clients or partners you’ve worked with, as these serve as visual endorsements that reinforce your credibility.

    Incorporating these five essential elements into your landing page design will help to maximize its conversion potential, ultimately increasing the number of visitors who take your desired action and become customers. By crafting compelling headlines, utilizing engaging visuals, creating a strong call-to-action, conveying concise messaging, and displaying trust signals, you can create a high-converting landing page that drives results for your business.

    Designing an Effective Landing Page

    A well-designed landing page can significantly increase conversions for your website or online marketing campaigns. An effective landing page should entice visitors to take a specific action, such as signing up for a newsletter, registering for an event, or making a purchase. To create a high-converting landing page, focus on the following key design elements:

    Layout and Visual Hierarchy

    Your landing page’s layout and visual hierarchy play a crucial role in guiding visitors’ attention to the most important elements on the page. To create an effective layout:

    1. Prioritize Content: Structure your content to put the most vital information at the top of the page. Maintain a clear and concise message that addresses the needs of your target audience and quickly conveys the value of your product or service.

    2. Use F-shaped Reading Pattern: Most people read web pages in an F-shaped pattern, starting at the top left and scanning horizontally, then moving down and repeating the process. Design your layout to follow this pattern and make critical information easily accessible.

    3. Eye-catching Headlines: Write compelling headlines that grab the reader’s attention and make them want to learn more.

    4. Use Clear Call-to-Action (CTA) Buttons: Design visually striking CTA buttons that stand out, making it easy for users to understand the desired action.

    5. Create White Space: Give your content room to breathe by incorporating ample white space throughout the page. This helps avoid clutter and allows users to focus on the essential elements.

    Color Theory and Typography

    Color theory and typography are essential components of an effective landing page design. These elements impact the visual appeal, readability, and overall user experience.

    1. Color Palette: Choose a color palette that aligns with your brand and elicits the desired emotional response from your target audience. For example, blue often conveys trust, whereas red can evoke excitement or urgency.

    2. Contrast: Utilize contrasting colors that make your text and CTA buttons stand out against the background. This enhances visibility and readability.

    3. Typography: Opt for easy-to-read fonts that reflect your brand identity. Keep in mind users may view your landing page on various devices and screen sizes, so choose legible fonts that scale well.

    4. Consistency: Maintain consistent typography and color throughout your landing page to create a cohesive look and feel.

    Responsive and Mobile-Friendly Design

    Developing a responsive and mobile-friendly landing page is critical as more people access the web via mobile devices. To achieve this:

    1. Mobile-first Approach: Design your landing page with a mobile-first approach, focusing on mobile usability, then adjusting it for larger screens.

    2. Responsive Design: Implement responsive design techniques to ensure your landing page automatically adjusts to various devices and screen sizes.

    3. Touch-friendly Elements: Make sure buttons, forms, and other interactive elements are large enough and spaced apart for easy touch interaction on mobile devices.

    4. Optimize Images: Use appropriately-sized images that load quickly on mobile devices to avoid frustration for users with slower connections.

    Accessibility and Inclusivity

    Inclusive design ensures that your landing page is accessible and usable for everyone, including users with disabilities. To enhance accessibility, consider these factors:

    1. Provide Alternative Text for Images: Include descriptive alternative (alt) text for images so users with screen readers can understand the content.

    2. Keyboard Navigation: Ensure all actions can be performed using only the keyboard, for users who cannot use a mouse or touch screen.

    3. Color Contrast: Utilize a sufficient color contrast ratio to make sure your text is legible for those with visual impairments or color blindness.

    4. Clear Labels and Instructions: Provide clear labels and instructions for form fields and interactive elements, so users with assistive technologies can easily understand their purpose.

    Optimizing for Page Speed and Performance

    A slow-loading landing page can lead to increased bounce rates and decreased conversions. To improve your page speed and performance:

    1. Minimize File Sizes: Optimize images, CSS, and JavaScript files to decrease load time.

    2. Utilize a Content Delivery Network (CDN): Use a CDN to serve your website files from different geographical locations, reducing the time it takes for visitors to load your landing page.

    3. Implement Caching Techniques: Cache static resources to reduce processing times and speed up the overall page load time.

    4. Test and Monitor: Regularly test and monitor your landing page performance using tools like Google PageSpeed Insights, GTmetrix, or WebPageTest, and make improvements as necessary.

    Testing and Optimizing Landing Page Performance

    An effective landing page can play a crucial role in capturing leads, driving sales, and achieving overall business objectives. Businesses must conduct thorough testing and optimization to maximize landing page performance. This article covers A/B and multivariate testing, key performance indicators and metrics, essential tools for analyzing landing page performance, and guidelines for continuous improvement and iteration.

    A/B Testing and Multivariate Testing

    A/B testing, also known as split testing, involves comparing two landing page versions (A and B) to determine which performs better. This is achieved by randomly directing equal amounts of traffic to both versions and monitoring various metrics to evaluate their performance.

    Here are some essential steps when conducting an A/B test:

    1. Identify the goal:

    Before starting a test, establish a measurable objective, like increasing conversion rates or reducing bounce rates.

    2. Develop hypotheses:

    Based on the goal, create hypotheses about what changes might improve a page’s performance.

    3. Design variations:

    Modify the landing page elements to reflect the hypotheses. This may include changes in layout, color, headlines, or call-to-action buttons.

    4. Set up the test:

    Implement the changes on version B and use testing tools to direct equal traffic to both versions.

    5. Analyze results:

    Compare both versions’ key performance indicators (KPIs), determining the statistically significant winner.

    Multivariate testing is similar but involves simultaneous testing of multiple variables on the landing page. Although this method can provide detailed insights, it requires high web traffic for reliable results.

    Metrics and Key Performance Indicators (KPIs)

    Businesses should track relevant metrics and KPIs to measure a landing page’s effectiveness. Some essential metrics to consider include:

    1. Conversion rate: This measures the percentage of visitors who take a desired action, like filling out a form, subscribing to a newsletter, or making a purchase.
    2. Bounce rate: This represents the proportion of visitors who leave the landing page without clicking any links or engaging with the content.
    3. Time on page: This indicates how long visitors spend on the page before leaving. A high average time on the page could suggest that the content is engaging and relevant to the audience.
    4. Click-through rate (CTR): A higher CTR on call-to-action buttons suggests that visitors find the offer compelling and the page well-designed.
    5. Form completions: The number of visitors who successfully fill out and submit forms.

    Tools for Analyzing Landing Page Performance

    Various tools are available to help analyze and monitor landing page performance. Some widely used testing and analytics tools include:

    1. Google Analytics: Provides comprehensive data on user behavior, traffic sources, conversion rates, bounce rates, and more.
    2. Google Optimize: Allows for setting up and conducting A/B and multivariate tests and integrates with Google Analytics for seamless analysis.
    3. Optimizely: Offers an all-in-one platform for conducting experiments, including A/B, multivariate, and server-side tests.
    4. Kissmetrics: Tracks user behavior and helps identify elements that might be hindering conversions.
    5. Hotjar: Provides heatmaps, screen recordings, and user feedback tools to visualize where users click, scroll, and engage on a landing page.

    Continuous Improvement and Iteration

    Landing page optimization is an ongoing process that requires consistent evaluation and adjustments. Here are some tips for maintaining continuous improvement:

    1. Regularly review and update content: Keep the content relevant, informative, and engaging by updating it frequently.
    2. Test new ideas: Continuously try out new headlines, images, or calls to action to see what resonates with the audience.
    3. Stay updated on trends and best practices: Learn from industry experts and other successful landing pages to gain insight into what works and what doesn’t.
    4. Iterate based on feedback: Actively collect user feedback to make informed decisions about improvements.
    5. Set a testing schedule: Schedule regular testing and optimization sessions to ensure the best results.

    By applying these optimization techniques, businesses can maximize their landing page performance, improve conversion rates, and achieve superior overall results.

    Examples and Case Studies

    Successful Landing Page Examples

    When building a landing page, it’s crucial to provide value and instantly impact visitors. Some successful examples effectively showcased a clear, unique selling proposition (USP), well-crafted headlines, and persuasive call-to-action (CTA) buttons.

    1. Slack: The marketing team at Slack turned their landing page into a well-oiled conversion machine. They used an engaging tagline, “Make work life simpler, more pleasant, and more productive,” which clearly communicates the benefits of using Slack. The crisp imagery showing the product in action further complements the landing page. Most importantly, Slack’s landing page features a clear CTA that urges visitors to start for free.

    2. Shopify: E-commerce platform Shopify has a simple and powerful landing page to attract new customers. First, the headline immediately answers the visitor’s question, “What can this do for me?” by explaining, “Anyone, anywhere, can start a business.” They also have a clear CTA for signing up for a 14-day trial, as well as a list of well-known brands that trust Shopify and testimonials from satisfied clients to build credibility.

    3. Airbnb: Airbnb’s landing page perfectly combines captivating visuals and concise copy. The background image of a beautiful home amply showcases the value proposition, while the copy explains how to become an Airbnb host. Airbnb’s landing page also features a calculator for potential hosts to estimate their potential earnings, making it interactive and further increasing conversions.

    Common Mistakes and Lessons Learned

    A great landing page doesn’t come without its share of learnings. Here are some common mistakes to avoid, along with valuable lessons that can improve landing page performance:

    1. Cluttered layout: A clean, organized design helps visitors easily digest the content and guides them toward completing the desired action. Avoiding excessive text and employing a clear, visually appealing layout is crucial.

    2. Lack of clear value proposition: Your landing page should immediately communicate the benefits visitors will gain, so ensure your headlines, subheadlines, and copy convey the USP concisely.

    3. Complicated or weak CTAs: Strong, persuasive CTAs guide visitors toward the desired action. Make sure your CTAs are clear, noticeable, and simple to understand.

    4. Slow loading times: A study by Google found that if a page takes more than two seconds to load, conversions can drop by up to 40%. Optimize your images, remove unnecessary scripts, and leverage browser caching to ensure quick loading times.

    5. Not optimizing for mobile devices: With the rise in mobile browsing, ensure your landing pages are mobile-optimized and responsive, so visitors can easily interact with your content.

    Design Trends and Innovations

    Staying on top of the latest design trends and innovations is essential to create an eye-catching and effective landing page. Here are some popular design trends to consider when crafting your next landing page:

    1. Minimalistic design: A clean, clutter-free design makes it easier for visitors to focus on the content and take action. Utilize white space, bold typography, and minimalistic visuals to grab attention.

    2. Interaction and animation: Interactive elements and animations can help guide the user’s attention and provide an enjoyable browsing experience. Consider incorporating subtle interactions such as hover effects or scroll-triggered animations to elevate your page’s visual appeal.

    3. Custom illustrations: Custom illustrations capture attention and give your landing page a unique flavor. Choose a creative illustration style that aligns with your brand identity and reinforces your messaging.

    4. Dark mode: Dark mode is not only visually striking but can also be beneficial to users sensitive to light. Offering a dark mode option on your landing page can enhance the user experience and make your page stand out.

    5. Mobile-first design: As mobile internet usage surpasses desktop usage, focus on designing your landing page for the mobile experience first. Aim for streamlined, touch-friendly navigation and easily accessible CTAs to cater to the needs of mobile users.

    Landing Page Design – FAQs

    1. What constitutes an effective landing page design?

    An effective landing page design possesses a clear and concise value proposition, engaging visuals, simple navigation, compelling calls-to-action, and trust indicators such as testimonials or case studies. These elements contribute to a higher conversion rate and improved customer satisfaction.

    2. How important is mobile responsiveness in landing page design?

    Mobile responsiveness is critical in landing page design because a significant percentage of internet users access websites via mobile devices. A responsive design ensures a seamless user experience, regardless of the device, leading to increased engagement and conversions.

    3. What role do visuals play in a successful landing page design?

    Visuals play a pivotal role in landing page design as they help convey the message quickly, engage users emotionally, and support the overall aesthetic appeal of the page. High-quality images, videos, and infographics can improve user experience and contribute to higher conversion rates.

    4. How can I optimize my landing page design for better conversion rates?

    Optimizing landing page design for better conversion rates involves addressing key elements like clear headlines, impactful visuals, compelling copy, and user-focused calls to action. Remove distractions and refine the design through A/B testing to ensure optimal performance.

    5. How can I incorporate personalization in my landing page?

    Incorporate personalization in a landing page by employing dynamic content that changes based on user behavior, preferences, and demographics. Use data-driven insights to display relevant information and offers, thereby increasing engagement and conversion rates.

    6. How essential is social proof and trust indicators in landing page design?

    Social proof and trust indicators such as testimonials, case studies, expert endorsements, and trust badges are essential to establishing credibility and fostering user trust. Prominently displaying these elements on a landing page can increase conversions and improve user satisfaction.

    Thanks For Reading!

    You can get more actionable ideas in my newsletter.

     I'll give you info on actionable ideas to grow and cool things that are getting me excited.  Enter your email and join us!

    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

    {"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}