![]() ![]() Airbnb makes sure that the ‘get started’ button is the most prominent thing on the page Whether it’s a form, a button or an information callout, it needs to be the highest contrast element. It should be the most visually distinct part of the page. This desired behaviour should be reflected in our call to action. We want visitors to do the thing that’s most desirable to the business. Provide a clear call to actionĪll landing pages have one main goal. This guidance should give you a good place to start though. Best practices are useful, but nothing is better than doing your own testing. From all of the testing that’s been published from around the industry, a number of best practices have emerged.īefore we go any further, a quick heads up. Make a poor one, and they’re probably going to bounce off your site and try something else.įortunately for us, the business-critical nature of landing pages means they’re one of the most frequently tested areas of web design. Make a good first impression, and the visitor is likely to convert. Your landing page will be taken at face value, so design is a big consideration here. This assumes that any visitor who discovers the page will decide in 5 seconds if it’s right for them.Īs I’m sure you’re aware, five seconds really isn’t much time. When it comes to landing pages you should adopt a ‘5 second rule’. Why should I use your product / service?.They’re all about orienting a new user.Ī good landing page helps them to quickly answer some important questions about your website: Landing pages are often thought of as a marketer’s problem, but they actually have many UX challenges too. Right, that’s our translations covered. Let’s talk about landing pages. These actions are generally linked to a conversion, like a ‘buy it now’ button. Call to action: A button or link that grabs the user’s attention.Users who find the site on google, but then hit the back button are classified as bounces. Bounce: A visitor who arrives on the site, but then immediately ‘bounces off’ rather than continuing to view other pages.Purchasing a product, signing up to a form or downloading your app are all possible examples. ![]() ![]() Conversion: A fancy way of saying the ‘the thing that we want visitors to do’.They’re likely to be where most of your search engine efforts and paid advertising are directed. These are often focused around specific campaigns or products. Landing Page: A destination page that’s geared towards being the first thing that a user sees.But don’t worry! Before we’re cast into a sea of jargon and lingo, let’s equip ourselves with some definitions: In this post we’re going to venture slightly into the world of online marketing. This is the purpose of the ‘landing page’. When new visitors arrive, we’ve got to quickly convince them that we can solve their problem. You never get a second chance at a first impression. Landing pages play a massive part in this. One of the most important roles of your website is to turn first-time visitors into loyal customers. ![]()
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