Page user experience (UX) concentrates on improving the human experience on websites, systems, and landing pages at its most profound level. User experience is all about the human factor, and for landing pages, the first impression is vital. A landing page that is designed with user experience in mind answers the following questions:
- How will your users feel while interacting with your landing pages?
- How do your landing pages fulfill users’ needs and expectations?
- How can you improve the user experience for your landing pages?
Hold on right there! Let me start from scratch so that even the newbies can properly understand this exciting concept. The right place to start is by understanding what a landing page is.
What is a Landing Page?
A landing page is that page on a website that attracts potential customers and converts mere website visitors into leads. Often, people confuse landing pages with home pages. At times, organizations make the mistake of using their home pages to promote their products. A landing page is a standalone website page that gives proper and adequate product descriptions with the sole objective of converting web visitors into leads. The landing page is very different from other website pages in that it follows the following two criteria:
- It is designed to allow you to have web visitors’ information in exchange for a particular offer.
- The primary purpose of a landing page is to convert web visitors into customers. A home page, on its own, cannot be said to be a landing page because it plays roles other than lead generations.
Landing pages are essential, and every business that intends to succeed should have them. They play a very critical role in leads generations. The cruciality of landing pages means that you need to be so keen when creating them.Of great essence is creating landing pages with user experience in mind. According to user experience agency Clay.Global, the following five steps will help you create a tremendous UX-optimized landing page.
- Mobile Friendliness
Many people now prefer using mobile devices to surf the internet. 61% of consumers say that they find it convenient to purchase through mobile websites. You are losing a lot if your landing pages are not mobile-friendly. According to WebFX, 52% of people will not engage with a mobile-unfriendly website. If these statistics are something to go by, then it means that your landing pages have to be mobile-responsive.
When creating your landing pages, you should ensure that they fit on all screen sizes and resolutions. Starting from desktops, laptops, tablets, and mobile phones. A responsive landing page design will be essential in helping you generate leads from multiple sources. Do not get me wrong. By responsive design, I do mean making things fit only on the small screens. However, it would be best to evaluate what is necessary on each landing page to help your users achieve their primary objective.
You are probably wondering how you can establish whether or not your landing page is mobile-friendly. Doing that is pretty simple. All you need to do is visit the Google Search Console and paste the URL link of your landing page.
- Top-Notch Security for Your Landing Pages
How confident are your website users when filling out their information on your landing pages? Do they have any doubts about the security of your landing page and your website at large? Do they have privacy concerns, or do they fear that hackers or malicious third parties might compromise their sensitive information? If that is the case, then know that the user experience of your website might be worth its salt. To have a great experience, they need to trust your website and be sure of the security of your landing pages.
You must prove to your web visitors that all your web pages, including the landing page, are safe and free from any security threats. To prove your legitimacy and your safety, you need to buy and install an SSL certificate on your website. The SSL certificate is one of the perfect security protocols that can be so effective in the security of your website.
All the sensitive information that your users share with you via your landing pages will be encrypted, making it inaccessible to intruders. Without the SSL certificate, the information will be transferred in plain texts easily read by hackers and unintended parties. With the SSL certificate, only the rightful recipient who has the decryption key will have the information.
You are possibly wondering whether or not it will be costly to have SSL certificates to cover all subdomains, including your landing page. You do not need to buy SSL certificates for every subdomain. Wildcard SSL certificates have made things easier for you. All you need is a single wildcard, and you can provide utmost encryption to an unlimited number of first-level subdomains. And you do not have to spend an arm and a leg for the wildcard SSL certificate. Many cheap Wildcard certificate options are available on the market, which you can go for.
To prove to your web visitors that your landing page is safe, you should start contemplating acquiring an SSL certificate. The certificate is a trust indicator that will establish confidence in your web visitors and make them browse through your landing pages without any worries.
- Performance Optimization
It can be frustrating to your users when they find that your website takes too long to load. Most website users are impatient, and they will exit your website if they find it slow. This explains why websites that take too long to load have high bounce rates. Websites that take less than two seconds to load have an average bounce rate of 9%, while those websites that load in more than five seconds have an average bounce rate of 38%. High bounce rates mean that visitors’ experience is terrible.
Loading page speed is, therefore, one of the biggest contributors to landing page abandonment. It affects search engine optimization, reduces conversion rates and the overall user experience. When it comes to the landing page experience, you should ensure that you have high load speeds.
It does not require rocket science to optimize the speed of your landing pages.
- Use a Content Delivery Network
- Use a better hosting provider.
- Optimize the size of the images and videos on your landing pages.
- Reduce the number of plugins.
- Use website caching.
- Reduce the sizes of your fonts.
- Keep the Landing Page as Simple as Possible
Although it might look counterintuitive, trying to keep your landing page as simple as possible is the right way to go. The idea is to do away with the visual clutter and drive the focus to the main agenda of your landing page, which is the product you are offering. One perfect way to keep your landing page simple is by using a simple white space. Effective whitespaces can make your landing page easily navigable. Your users will be easily directed to Call-to-actions, and they will easily convert.
Secondly, you should get rid of any navigations that could take your users out of your side. The goal of your landing page is to retain your visitors for as long as possible. Eliminating navigations and links to other web pages will help to do away with distractions. You also have to properly organize your content and align the content effectively.
- Capturing the Users’ Attention
So, how do you capture the users’ attention and encourage them to convert? First, you need to ensure that the content on the landing page is simple, straightforward, and short. A five-second glance on your landing page should be enough to make a user know what you want.
Secondly, you should make use of visual content to capture users’ attention. You should include quality and attractive images and videos on your landing page to encourage to stay longer on your website and convert. Images and videos will be the first thing that your visitor will process before going to your written content. For this reason, it is recommended that you use powerful graphics that will be able to trigger users’ emotions. The images will also make the landing page stand out from the rest of the pages.
Landing pages are one of the most vital elements of any digital marketing campaign. While it might seem easy to create a landing page, any mistake that affects your users’ experience will make your landing page worthless. To avoid landing page abandonment, you should design the page with user experience in mind. This article explains the reasons and tips for landing page user experience optimization.