Which attributes describe a good landing page experience? User experience covers all the aspects necessary for a sound visitor’s interaction with the company’s products and its services. The first requirement in this regard is an exemplary user experience that matches the exact desire of the visitors, all without any complications. It aims to offer a positive understanding of your product or services that keep the visitor loyal to your brand. Here, the goal should be to keep it as simple and easy as possible for visitors to give them what they want. Because your desired conversion happens only if the customer’s desires are met. An excellent end-user experience encompasses various factors ranging from the overall design of the website, transaction ease, navigation, page download and rendering time.
Following are the few important characteristics of a good landing page:
Offer What Is Promised
Your call must align with the visitor’s intent. It means your upfront messaging meets the user’s expectations. Don’t let the customer think. Just make him click instantaneously by exactly providing him what he wants.
For example, a visitor searches for ‘The Best Engagement Ring’, and two results are shown, one with the same wording and one with slightly different. It is human instinct to go with what exactly matches its query. So, it is crucial to provide what the visitor wants precisely.
Compelling Headline
You can’t afford to skip this one. This is the first thing visitors see when they land on your page. A compelling headline help prevent visitors from leaving your page immediately. It encourages them to stick around on your page for a longer period and increases the chances to consider your offer.
No matter what you are offering, your headline must possess the following three main characters:
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Clarity
Get straight to the point. Clearly explain what is your product and what services you are offering. No question, no ambiguity.
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Relevancy
Fulfil your promise. The ad sending visitors to your page must match what you are offering. Visitors should not be disappointed on arriving at your page.
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Empathy
Feel for the visitor. Address their problems in an empathetic way. Always be ready to offer a solution to the problem.
Lightning-Fast Page Loading Time
No matter how good and promising your landing page is, if it is slow, you will lose your audience and turn their attention to your competitors. Everyone is in hurry and influenced by instant gratification. Make sure you fully optimize your website to capture as many potential customers as possible.
Appropriate Color Scheme
Appropriate and visually soothing colours to eyes please the visitors. Always use 2-3 primary colours for your brands as it imparts a sound and inviting effect to sight. For your main call to action (CTA) use one primary colour throughout the website. For secondary CTA’s a subtle version of the primary CTA is enough. For all other CTA’s, use a non-competing colour with the primary CTA. Excessive use of primary colours causes discomfort to the eyes.
Use Primary colours for main to call action buttons to guide the visitors on what button they should press. Let them know immediately what to do next. Wisely use your colour scheme to highlight specific areas on the page.
Make it Easy, Get Them Easily
More than just making the audience glance over your beautifully designed website, you are here to make them sign-up, click the purchase button, or subscribe for emails. Keep the procedure simple and easy.
Put the following few things on your checklist:
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Mark an asterisk (*) on all the mandatory fields.
Mention that all the fields starting with an asterisk are mandatory. It would be useful to let them know why you need this information.
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Mention the date format
When a date is required, clearly mention the format in which you want it to be entered. (Example: mm/dd/yy). To make it easy, provide individual dropdown boxes to enter the month, day, and year.
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Separate fields for address
When you require an address, provide separate fields for country, city, province/state, etc. Dropdowns are good options.
By keeping the above-mentioned data entry amenities, chances for error are very less. It also saves the audience from too much typing.
Friendly Tone
Imagine a situation in which you welcome your friend to your home. The same is the case here. Treat the visitors like your friends and guide them step-by-step.
Even if you make it very easy for them to enter information, there is always a chance for error. So, avoid impersonal messages that show a mistake has occurred. If it happens, come up with a sort of humorous tone to let them know what the matter is. For example:
- Another user with the same username exists, it could be your evil twin, oops!
Or
- It looks like you’ve missed a point.
Long story short, you have to assume a friendly, helpful tone even visitor makes an error. Make them feel at ease as they are talking to a human, not a robot.
Another good thing in this regard could be to avoid the red colour in such a situation. Red is negative, replace it with Yellow for caution.
Avoid Distractions
In addition, to focus on what is appealing to visitors, it is also very important to avoid what could distract or confuse the visitor. Stay away from:
- Incorrect Visual Emphasis
- Overuse Of Colors
- Rotating Banners
- Flash Animation
- Sudden Pop-Ups, Etc.
Remember, the less it is, the better it looks, and the precise it is, the more it serves. Always focus on the most important element on your landing page which is the way you present it, especially the CTA.
Wise Use of Videos
Stats show that in 2021, an average person will watch online videos for 100 minutes each day. So, if you are planning to use videos for demonstration purposes, to show testimonials of existing customers, make sure to follow the standard guidelines to avoid losing the audience.
Keep in mind the following:
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Never set a video on autostart
It is distracting and can annoy the visitors. Give them control of when and if they want to see the video.
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Label the video
It is advisable to give the video a short description of what the video is about and also mention the duration of the video. Give the visitor freedom whether they want to watch the video or not.
Conclusion
Hopefully, now you know the exact meaning of “Which attributes describe a good landing page experience?” It’s all about taking care of your customer’s desires. Here, making their browsing experience on your page easy is the key. Let them accomplish what they intend. Developing the high converting pages is not a one-time shot. It requires continual analysis. Keep a close eye on numbers, research for the best practices, and then optimize your page for desired results.
