Landing Page User Experience: Less is More
The landing page. It’s an introduction – and not just to the website of a brand or business. For any enterprise with an online presence, a landing page is a combination of calling card, résumé, print ad, radio spot, and television commercial. It’s an online first impression. And there’s only one chance to make a good first impression. What first impression is the landing page for your website making on the user experience?
Will prospects stay – or will they go?
With so many websites representing just as many businesses – from retail marketing to healthcare organizations – you’d think the above question would have a host of different and complex answers. But it all starts with the landing page. A prospective customer clicks on it. He or she will either want to learn more, or they will click out – fast. How then, do you prevent them from clicking out of the landing page?
Regardless of the countless number of websites, there are a few basic rules and practices that universally apply to the creation of an effective landing page.
Look at your landing page. Put yourself in the customer’s shoes.
If your website rankings are not where you hoped, one place to begin examining and adjusting is the landing page user experience. And your guiding principle should be: “If *I* were a user, what would my experience be from visiting this site?”
What to use – and what to avoid – for creating a successful landing page user experience.
Maryna Samsyka, in a recent piece for UX Collective, states upfront that the design of a website’s landing page has great impact on conversion level. And she details some tactics which can be applied to help improve the user experience and keep them engaged. The body of a business’ landing page should have:
- Simple and standard layout with easy-to-find menus at the top and the side, with contact info at bottom.
- Bold text to spell out only the necessary information that is straightforward, to the point, and kept to a minimum.
- A font that is easy on the eyes and a size of 16 points to be readable on any device – desktop, tablet, or smartphone.
- Headers that are larger than descriptive text, but within a limit that will not affect their appearance on mobile.
- A color scheme to attract attention, complemented by a few high-resolution photographs of products or services that accurately reflect the brand experience to the user.
- A load time of seven seconds (or less).
- A strategically placed call-to-action – not too near the top and not too near the bottom – with a visual effect (e.g., animation, color accent); or, multistep forms embedded on the page.
Remember: The less-cluttered and more appealing the landing page is to the eye – the greater the chances it will attract the attention of prospective customers (read: more conversions!).
If you think your website – and especially its landing page – might benefit from a redesign of some kind to exhibit a better user experience, EGC Group can help. Contact us to learn more.