"A good landing page is a green channel, and a bad landing page is a maze."

When users enter a website, the first thing they see is the landing page. A good landing page can guide users to quickly complete the goals set by designers. See Google for an excellent example (12306 is actually not bad), and see the square system of the university for a failed example.

A good landing page tests the designer's visual/copywriting/psychological/marketing ability, and each item can be said to be 3 days and 3 nights. The role of this article is the concept of popular science+basic process. You can learn horizontally from the six aspects mentioned in it. For example, the copywriter: "Best Tutorial of the Year! 7 tricks to teach you to write top Internet copywriting! " Psychology: "Super practical design psychology! How to guide users with metaphorical design ← This article strongly recommends that you use several Taobao cases to help you understand the role of psychology in guidance, which is very popular. In terms of vision, there are many simple ways to play: "Experience sharing! Super practical word processing skills. In a word, popular science (WTF) ends here. Let's look at the text of the article.

First, let's look at the frequently asked questions:

I. What is the landing page?

Broadly speaking, the landing page is the starting or entry page for users to enter your website. Figuratively speaking, it is the page where users "land".

Now the landing page has become a more specific concept, and many people use it as a medium to promote a specific product, service, selling point or function, so that users can notice this information more quickly and browse more intently.

Because of this, many analysts believe that the landing page is more efficient than the home page of ordinary websites, and it can also achieve some targeted marketing purposes. Compared with the efficiency of landing pages, the homepage of websites often contains too much information, which makes users unable to concentrate and more likely to lose interest in browsing.

Second, what is transformed into is crucial.

Conversion rate is the most commonly used index to verify the effect of designs with business and products, marketing and promotion as the ultimate goal. Generally speaking, "conversion" means that a visitor uses the service provided by your website or becomes a product user, but in fact, conversion will be defined differently according to different websites or other products.

Landing page originated from e-commerce, and it is also the most widely used field. The conversion rate is the percentage of all visitors who become registered users and finally complete the purchase behavior.

Start using the product

Subscribe to website content

Go to a specific page

Download applications or other files.

Provide user information

Free or discounted trial products

Browse resource library

Read product details or services.

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The above picture shows the landing page designed by Knost, which is the website of a rock band. Different modules in the web page try to guide users to do different tasks, and at the same time avoid making users feel too much information. Therefore, browsers need to spend a few seconds browsing the whole page and then find the area they want to browse further.

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As a successful businessman and advertising agency director, JeffEisenberg has a very important view on the conversion rate, which is very wise: the secret of doubling business growth is not doubling traffic, but doubling conversion rate. Many facts can prove his point of view, but landing pages usually only provide targeted information, which also greatly saves users' browsing time.

3. Why do we need a landing page?

You can easily get the answer from the above example, and give another analogy example: Imagine that you want to visit Manhattan, new york, which is your lifelong dream. Suddenly, you find a cheap and quick service that can let you go to new york. Isn't it great to pick up your luggage and bring your camera and feel that your dream is coming true, or other places you want to go? At this time, you think how to find the place you want to go in such a big city. You may feel unhappy after completing this tiring journey. Those people sent you to new york, but left you alone in the city to find out where Manhattan is. I think it's best to go straight to my destination. I want to explore new cities, but I don't want to be exhausted because I can't find my destination. So similarly, as a visitor to a page, do you want to go straight to the target instead of browsing on a complicated website for too long?

This is also the role of the landing page. When a user sees a specific product, function, information or service in an external resource and then clicks into the site, he will not think that he needs to spend a lot of time searching for the product content or page he wants in a pile of links and information on the home page. Visitors not only want to "log on" to useful information pages immediately, but also want to quickly see information content that can further help them make decisions. Therefore, providing a well-thought-out landing page is of great help to the implementation of marketing decisions and the improvement of conversion rate.

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The picture above is a special case. This is ErnestAsanov about the museum. This is a login page trying to promote art exhibitions. The goal of this page is to provide users with beautiful, harmonious and important information. The style, color and dynamic effect of the page all reflect a sense of harmony of minimalism.

The book "landing page optimization: a guide to evaluating and improving the conversion rate" co-authored by TimAsh, MauraGinty and RichPage provides designers and marketers with a "cruel reality" that they need to pay attention to when designing interactive electronic products:

If visitors can't find something easily, then it doesn't exist;

If you want to emphasize everything, then everything becomes unimportant;

Any delay in loading content is disappointing and impatient.

All of the above proves the importance of landing pages in maintaining users' attention and making your content easier to be noticed and found.

The landing page can be said to be a tool to emphasize certain contents, and it can also make your target users more likely to use your services and products.

In CameronChapman's book The Ultimate Guide to Landing Page Design, it is mentioned that the biggest mistake a marketer may make may be that he hopes to increase user traffic by piling up a lot of advertisements and public relations activities on the homepage of the website, but he does not provide the entrance for those direct activities or promotion links on the homepage, which confuses users who browse the webpage.

4. What is the content of the landing page?

Login pages usually present their contents with various ideas to attract different target groups. It can be said that the landing page cannot have a unified theme or structure. However, some rules can still be found in the content that needs to be provided on the landing page. The size of the page, how many modules it contains, and which visual elements are used are not the most important considerations for landing pages. The most important thing is how to make the landing page provide "valuable" information.

Generally speaking, a landing page needs to contain the following contents:

1) explain clearly what you show (products, services, activities, etc.). ) and provide elements to stimulate user operation. From the user's point of view, they need to know what benefits you can provide them. Even if there are no very specific details, at least users can clearly know what these benefits are and they are really useful. At this time, the page can provide obvious and convenient page elements such as buttons, filling out forms and subscribing to services. To attract users to click.

2) Word of mouth and trust. People always tend to believe those things recommended by other users, and also think that those information has more attention value. Therefore, providing some information on the landing page, such as user evaluation, fan size of social networks, awards, qualification certificates, etc., can make visitors have a better impression and make it easier to move on to the next step.

It should be noted that this information will make the landing page bigger, so when providing these details, we need to consider the information planning of the whole website as a whole, instead of just piling all the information on the landing page.

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The above case comes from SergyValiukh's landing page design, which provides all the content elements mentioned above. First of all, the page is the promotion page of organic food stores, which contains some basic information, such as the name of the store, the selling points of products and services, various buttons to guide users' operation, and the display of customer evaluation. Designers make the whole page informative, but not too complicated and lengthy, attractive but not too radical.

When browsing the scrolling page, the designer also added animation effect, which enriched the experience of the whole browsing process, formed the visual theme of the page in various visual elements, and made the important information more prominent.

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5. What can I do to make the landing page more effective?

1) target user analysis

The design of each landing page is inseparable from the research and analysis of user groups. The landing page is not a simple work of art, but a fusion of marketing and display strategies. Designers must keep in mind the goals of marketing and the characteristics of user groups, and regard landing pages as a bridge connecting target consumers and products. If a web page wants to have a high conversion rate, the design must analyze the preferences, abilities and mentality of the target users in advance. However, it should be noted that no landing page can be liked by all users, and even the most successful commercial operation will not satisfy everyone.

2) Market analysis and competitor analysis

Before designing the landing page, you also need to analyze the strategies of existing competitors. In the article "How to Apply Advertising Strategy to Web Page and App Design", we discussed how to combine UX/UI design with advertising. One view is to encourage designers to do competitive product analysis. Landing page is an important part of marketing, and market analysis can also help you produce better design results. Know more about competitors, so that you can avoid detours and prevent your products from being submerged in other similar products.

3) Streamline your copy

DavidOgilvy, a big coffee maker in the advertising industry, said that "every sentence should be counted", and this simple truth must be kept in mind when designing the landing page. You must study and test before you can decide how many words to use to display information, because these words directly determine whether users will buy your account.

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The picture above shows the website of a non-profit organization designed by Polina. The information text is carefully used in the page, supplemented by visual pictures, so that users can understand the activities of the club.

4) Brand elements

Obviously, the landing page should focus on logo, theme color, font, slogan and other logo elements. You must establish a close relationship between the products, services and activities you present and the visual language of the company and its brand, which improves the efficiency of the general marketing strategy.

5) Visual design

In the last article, we discussed the visual design in the interface. People are usually more sensitive to visual elements, and it is easier to identify and recognize visual elements, even highly abstract pictures. In most cases, people can recognize and process graphic content such as icons and illustrations faster than text. Most users are instinctively attracted by visual elements. In the illustrations listed above, the page provides attractive and informative graphic design, which makes the login page more eye-catching, gives visitors aesthetic pleasure when browsing quickly, and reduces the time for reading long paragraphs.

6) Find selling points to attract users to operate.

There are two key factors in the design of landing pages. The unique selling point of USP(uniquesellinpoint) is the product features and advantages that customers are most concerned about. CTA(CalltoAction) is the entrance to encourage users to do the next operation, and you can realize the transformation of users through them. Effective landing pages can quickly convey selling points, and the striking design scheme and technology of CTA are worth another article, which we will discuss in TubikBlog's next article.

7) Reduce the loading time

The length of loading time is one of the important factors that affect the design effect. Users don't like wasting time and won't wait too long to see a landing page. So don't keep visitors waiting. When designing the landing page, we should consider whether the design scheme will lead to the extension of loading time.

8) Video demonstration

9) Responsive design

A few years ago, the article "ThinkwithGoogle" mentioned the interesting concept of "responsive design", and also verified the importance of responsive design in web design from the statistical point of view:

6 1% users said that if they could not find the target information quickly when browsing the web on their mobile phones, they would immediately give up and visit other websites.

79% users will return to search other websites when they encounter pages they don't like.

50% users don't want to frequently use a service that is difficult to browse or operate on mobile phone web pages, even if the service is functionally successful.

It is possible that the above statistics will become higher today, because more and more users use mobile devices every day, so don't ignore the display effect of landing pages on mobile devices such as mobile phones.

10) Reduce elements that distract users.

As mentioned above, the login page should keep the user's attention, so you have to remove the information that will distract the user from the page and strengthen the display of key information that will affect the conversion efficiency. The fewer additional links, the better. The elements that guide users to the next operation should be presented in the most striking way, so that users can find and complete their own operation tasks.

The above picture shows the landing page designed by LudmilaShevchenko. The goal is to show the MAC application developed by SwifyBeaver. The design elements on the page are very simple, and the user's attention will be focused on the title text. The button below the title is to apply for a free trial. There are no redundant or useless links in the whole page, but only necessary click-through entries are provided, so that users will not be distracted and will be converted more easily.

How to test your landing page?

Experts in usability testing have proved in continuous practice that no project is completely objective, especially those long-term projects. Designers can't miraculously make users of those products become experts in products at once. Therefore, it is not enough to just create concepts. You also need to improve your design with practice and data.

DavidOgilvy also famously said that the most important word in advertising is "test". As long as you keep doing the test, your advertisement will get better and better. Testing the landing page can better understand the user's behavior and improve those invalid and unfriendly designs on the landing page.

In the actual process of designing landing pages, many studies have proved that a little improvement, such as the color of operation buttons and the position of company LOGO, may improve the page effect, while the improvement of title copy and auxiliary instructions may greatly improve your conversion rate. Collecting and analyzing user statistics is a way to make the design more effective, and it can also make your user conversion and marketing strategy more successful.