The online markets are booming and currently at a point where it is popular than physical stores. This means a fight for position on the internet. This is where the landing page plays an important role. Therefore, one has to keep in mind these simple 5 steps which could be the difference between making a sale or losing a customer.
1. Set a goal: Before one designs a landing page it is very important to understand what exactly is the page going to communicate. Therefore, to design the content on a landing page one should develop a clear set of goals for their campaign so that there is uniformity all along and the context is clear.
2. Design: The design of the website initially could decide if the potential customer landed on the page will click the “back” button or continue to browse. To design a good landing page make sure to not overload the website with information. It can be tempting to fill the website with as much information as one can but this will only lead to distractions and poor attention ratio. The attention ratio should be as close to 1:1 where there is “go-to information” about the one product that the customer searched. This will perhaps take away the risk of customers leaving the website.
3.Information Hierarchy: Once you set the goal and design the website make sure to check the information hierarchy which means if the order of the information is aligned as per need. let us consider an example of a landing page for running shoes, in which case the first information which the customer should see would be the name of the product followed by the visual representation of the shoe followed by the price and sizes or choices and finally the reviews which give it credibility. In this case, every step would match with one has to go through in a real-life shopping experience and thereby there is no hindrance in between.
4. The Closing: This is the space where landing page designers should be careful. On any page where the customers have more than one decision to make at the point of buying there will be hesitancy and his could lead to a loss. To make sure that the deal is finally closed with customers, one should make sure there are no negative or choices customers have to make at the point of clicking the buying option. Any sort of messages like “Trust Us” or on those lines which could create a doubt in customers’ minds which previously may not have existed could only lead to possible loss. Therefore, on following the previously mentioned 3 steps it’s important to keep the motto of “to the point” in mind while designing this part of the landing page.
5. Continuance: It is very important to note that one should not design the final part of the page taking the customer for granted. As per the final part, one should make sure there is not a huge leap of commitment that s been asked from the customer. A simple membership form which is short and quick or a form which could help one notify the customer of offers or an invite to their public event. This part is to make sure that customer ends on a good note at the same time the page is giving them enough detail to retain them. In the end, what matters the most is promoting the “the feel-good factor”. If the customer if feeling good from the time he lands on the page until he leaves, the chances of making the sale will always be good.
References:
Jones, B. (2019). Understanding Visual Hierarchy in Web Design. [online] Web Design Envato Tuts+. Available at: https://webdesign.tutsplus.com/articles/understanding-visual-hierarchy-in-web-design–webdesign-84 [Accessed 9 Oct. 2019]. Unbounce. (2019). Principle 7: Continuance – Conversion Centered Design. [online] Available at: https://unbounce.com/conversion-centered-design/continuance.html [Accessed 9 Oct. 2019]. Larson and Draper (2018). Digital Marketing Essentials. [online] Stukent. Available at: https://www.stukent.com/ [Accessed 10 Oct. 2019].
