“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.
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.
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.