Usability basics for landing page design

A good landing page defines the product being sold. Once you have a successful landing page, you can make your entire marketing plan around it. The entire landing page must be designed for conversion.

Why web designers create landing pages web designs that do not convert? Landing pages too flashy and too focused on branding or loaded with unnecessary visual elements that distract the visitor, with links that send him on other pages before convert.

Below are some suggestions that can make the difference between a successful landing page and one that does not convert.

Display the key elements on the upper half of the front page

This is a very important graphic design concept that refers to the location of important content elements (text, images, and forms) to be displayed on the upper half of the front page also named "above the fold". In web development, the space above the fold is visible without scrolling.

In other words, the first priority for your landing page design and layout is to have call-to-action elements above the fold (displayed on the upper half of the front page). If you sell a product place the product image, information and "Buy" button above the fold; if you have a registration form for a lead-generation campaign, display the form above the fold.

Reduce navigation to the minimum

Removing typical website navigation will increase conversion rates on your landing page. You need to control what visitors sees and interacts with and lead them directly to the conversion.

Stuff is bad for conversions

Crowding the page with too many unnecessary elements and little relevant texts creates confusion for the visitor and may prevent them from finding relevant details and your calls-to-action. The texts should be short, clear and concise. Clean use of space on your text content allows visitors to see and understand key messages from your landing page.

Test everything

After you have finished the design and layout of your landing page, test it with a small group of visitors and check if these objectives have been met: