Website Design analysis: Nine Principles Design website landing page

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When my son was three or four years old, it rained outside one afternoon, so I took him to a huge indoor seaside playground to play. I thought the flickering lights, the dazzling machine swings and the huge number of frogs crossing the river, the little bees, the Great King Kong, and so on, would make him very excited and let us spend a couple of hours of happy parent-child time there.

But in fact, he hesitated to stand in the middle of the playground, dazzled, overwhelmed. After throwing a few small balls at a slope, he turned his head and asked, "Mom, is that enough? Can we go home?"

The landing page of the site often looks like a playground, and the users who visit the site are not only unattractive and confusing--it means your visitor will be as impatient as my son to "retreat" from this mess.

A landing page is a site where visitors see a specific marketing campaign that you send out on an explicit topic-via email, social media, or an attractive offer that is advertised-and then linked to the first page on your website. Often, the attractive offers on the landing page are hidden behind the form of discovering and gathering potential consumer information to turn visitors into potential customers and follow up on the information gathered. Landing pages provide visitors with a "goal-specific" access experience: by presenting a particular page, they are shown a clear path to continue to deepen their relationship with your company.

Designing a goal-specific landing page is an art (and also a science). The effective landing page should contain enough information, but not too much content, can not let visitors feel dazzled overwhelmed. The ideal landing page should deliver three simple messages: where the visitors are, what offers you have for them (how tempting), and what to do next (and learn more about the deals) if you want the attractive offer.

An easy mistake to make is to gild the lily--like a fancy playground--and fill the landing page with all sorts of important but non-essential information. should be as simple and clear as possible, navigation bar at a glance. Expensive in the refinement.

Here are some of the key things you can do to design an efficient landing page--to turn a viewer into a real buyer, or at least to improve your relationship with your visitors.

We promised to do it.

If you promise to give potential customers or actual customers something (such as product instructions, free e-books, etc.), be sure to implement your promise-and instantly.

"Information mismatch" is a very common situation: e-mail marketing service provider Silverpop studied 150 different landing pages and found that most successful landing pages echoed the "click Triggers" in email promotions--that's why viewers decided to click on your site. However, 45% of landing pages do not repeat the promotional information in the email in the header. If you make a commitment to someone during a promotion, make sure that the person who visits your site immediately realizes that commitment, rather than giving someone a different story.

Provide the content to be valuable

One day I ordered a link titled a Caribbean Resort Guide for family vacations, but when I downloaded it, it was actually just a promotional brochure for a resort. I feel like being fooled, it makes me feel very bad about this potential consumer. Make sure that the content you provide on the landing download page is really valuable: would a potential customer like it? Or is it bad?

Avoid information overload. My son's feeling in the playground is the best demonstration of the problem. Never cram too many things into the landing page.

This can lead to hyperlink interference, so that your potential consumers unknowingly place other unrelated links, and then put the original purpose of the whole aside. Scott Brind Kerr, president and co-founder of Ion Interactive marketing agency, described this tendency to fill pages with lengthy text and explanations as "filling page syndrome".

"Trying to cram all the information into one page is a load of filtering on the viewer," says Brin. "Unfortunately, most of the time people are not interested in spending that much time on you." ”

The title should be guided by the interests of the client

Keep repeating how good it is by telling your customers what benefits you offer. A product-oriented title will highlight what your product or service can do. A customer-oriented headline tells the customer what your products and services can do for them.

We had an experiment in marketingprofs to test the effects of two different landing pages, and two provided a visit to one of our company's planning tools, the first landing page said, "Join now, visit Smarttools: Social media marketing tools." "The second landing page says," Smarttools help you quickly create a successful social media campaign. "The first page is product oriented, and the second tells the subscriber what to get from it." The result is not surprising, the second customer-oriented landing page final conversion effect is 26.06% higher than the product-oriented page.

About subtitles and video pictures

The subtitle below the title is a good place to explain the main benefits of the product you provide. In marketing circles, it is a controversial topic whether a long speech or a handful of pens should be made here. I personally like to use less text, preferably easy to distinguish the point column format, perhaps also with video or related pictures. All in all: Do not set the video or audio file to automatically play mode immediately after the page is downloaded. This is not only annoying, but also a sudden sound will scare a lot of people want to work in a quiet environment.

Highlight "click Incentives"

"Click inducement" refers to a button or link that attracts visitors to take the next step. When the visitor opens the page and chooses the product services you provide, make sure they know what to do next. Place the "click Inducement" in the clear position and select the text tag that best suits you to annotate. Some studies suggest that the landing page's submit button only says "Submit" will be less effective than more aggressive text, such as "Download Now" or "register." Button must pay attention to 4 B principle: Large (big), Bright (Bright), eye-catching (bold), obvious (blindingly obvious).

Keep it simple

When collecting purchase intention, only ask the other party to provide the most relevant information. The main idea is to rule out all the resistance between the visitor and the actions you want them to do--to lure them into participation rather than to discourage others from doing so. Simplicity also means cutting the text and pictures in the page to the best part. The less content The landing page is, the more prominent the location or visitor can see without scrolling down the page.

Use of credit certificates and social recognition

Build trust by conveying your credibility: certificates, media reports, third-party trusts and security certifications (such as TRUSTe or business improvement bureaus), unsatisfied refunds, etc. You can also add social recognition, such as blog comments or Facebook and Twitter fans. "Social recognition" can enhance credibility because it sends a signal to represent other people's recognition of your company.

Test, test

Your products and services are unique, and so is your audience. When designing a landing page, test which one works best for you--that's best for your audience. The most direct way is through a simple A/b test, while providing several different versions of the promotional page, and then see which effect is best. Start by testing "green vegetables" (Apple) vs "Radish" (Orange) and make changes. When you are sure that the "green vegetables" sales conversion effect is stronger than "radish", then decide whether the Macintosh conversion rate is stronger than the Fuji. _ Translation/Jinsheng