12 Design Considerations for Optimized Landing Pages

“It’s just the order card.” I hear this all the time from young creatives and marketers alike. This can be one of the most overlooked parts for a campaign, direct mail package and/or landing page. Yet it shouldn’t be.

“It’s just the order card.” I hear this all the time from young creatives and marketers alike. This can be one of the most overlooked parts for a campaign, direct mail package and/or landing page. Yet it shouldn’t be. That’s your cash register — where you can lose a sale if the messaging is difficult to figure out, hard to complete, and unclear what to do next.

Let’s dive into digital order forms and explore some best practices for how you can design landing pages that will help close the sale instead of frustrating your page visitors.

12 Design Considerations to Optimize Your Landing Pages
1. Roadmap the page:
The layout is critical. Create a clear path for your customers to follow. It should be obvious where to go and what you want them to do step by step.

2. Hit them in the face with a frying pan: Don’t be clever or cute. Be obvious. You have only a few seconds before they get confused, frustrated, lost or simply change their mind.

3. Deliver a clear page headline: Have a headline that clearly spells out the purpose of the page. Place it at the top as the start of your page roadmap.

4. Use visual cues: People “read” pictures faster than words. So be sure to include your logo, a picture of your product, your call to action (CTA) button, color blocks and containers.

Critical Mention Landing Page5. Remove the clutter: Ask yourself “Does it really need to be there?” Is it helping the customer or simply confusing them? Is it visual clutter? It’s either a yes or a no. “Maybe” is always a no.

6. Use contrasting colors: Color can be a powerful tool. It can help you roadmap your page and make it clear where users need to pay attention. This is most important when it comes to your information collection and your CTA.

7. Remove navigation: Don’t give them an out, or a chance to navigate elsewhere. You want them to focus on your landing page.

8. Add sharing: Add your social media links and/or a share button. This can definitely increase your traffic and results. Be obvious, but subtle. You don’t want these icons to overpower your call to action.

9. Use credibility and trust symbols: If you have TV or media endorsements, use their logos on your page — but remember to keep them small and subdued. They are valuable as credibility and support, but are not the point of your landing page. Same with a testimonial from a credible client. Use them sparingly and as a support element.

Smart Sheet Landing Page10. Use normal conventions: Do not reinvent the wheel. Visitors understand normal conventions and look for them. It will help them move quickly through your forms and get to your CTA.

11. Remember mobile is taking over: Your landing page must be easy to view and complete on a smart phone and tablet.

12. Test. Test. Test. These are just guidelines. You need to continuously A/B test the elements of your design for maximum results. As they say, your mileage my vary.

Remember the key to effective landing pages is simplicity and clarity. The design of your landing pages must lead the visitor through the page, culminating on them hitting the CTA button.

Author: Patrick Fultz

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

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