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Landing pages are crucial for conversions. User-friendly landing pages rank higher in the search engines and generate the maximum leads.

Interestingly, user behavior changes every year, and new website design trends should be kept in mind to continue acquiring sales from your existing landing pages.

If your high-performing landing pages in 2019 have suddenly started underperforming in 2021, then it is a clear indication that your landing pages need a strategic revamp to record higher conversions.

Landing page revisions are necessary for reduced bounce rate, more visitor time on the page, and better user actions.

This article will discuss some of the top web design trends of 2021 that brands have adopted to revamp their landing page designs. You can learn from the trends and apply your own custom design intelligence to redesign your landing pages for 2022 and convert the maximum number of visitors.

Let’s begin…

Why Landing Page Design Is Crucial For Conversions

Landing pages are the first stop on your consumers’ online buying journey and the first chance to put an impression.

People on the internet are becoming less patient. It takes only about 50 milliseconds for a visitor to form an opinion about a brand and decide whether they want to stay or leave the website.

Convincing modern customers to buy products or fill up query forms on a landing page is not easy with traditional website elements.

In 2021, it is now harder to impress visitors landing on your website than in 2019. Keeping in mind the audience of 2021 and beyond, an ideal landing page should be user-friendly, engaging, innovative and should encourage users to take action.

Here are some of the top reasons why landing page design is so crucial for conversions:

  • You get barely 7 seconds to create a strong impression. It is a time span in which visitors roughly scan the page and make their decisions.
  • Publishing 40+ effective landing pages at regular intervals can generate 12X more leads.
  • The average conversion rate from the landing page across all industries is only 2.35%.
  • Using the right types of targeting and testing can boost landing page conversion rates by up to 300%.

Considering the above stats, it can be easily said that a landing page has to be impressive and quick enough to impact the visitors positively.

7 High Converting Landing Pages & Lessons You Can Learn From Each

Below are some of the best high-converting landing pages, which were just updated recently in 2021. For each page, we list a lesson you can learn to inspire your next design revision in 2021 and ahead:

Example #1 – Replace Boring Customer Info Forms With An Interactive Quiz

Landing Page: Nextiva’s Unified Communications Readiness Quiz Landing Page

Industry: Voice Over IP software

Conversion Measured By: Leads fill out a form if they are interested

Redesign focus: Improve the quantity and quality of leads

Solution: Substitute online form with an interactive quiz

In 2019 and even 2020, many businesses were practicing the trend of including a customer form on their landing pages as a call to action to initiate a quick customer action.

The customer information form was useful for businesses because it helped them generate quick leads. However, at the same time, there was no real reason pushing the customer to fill in the lead forms especially if it consisted of more than 2-3 fields.

Nextiva used its creativity to replace boring lead forms with interactive quizzes. In its 2021 page design, the company added a quiz for visitors to participate in.

The aim is to have interactive pages to keep visitors engaged and persuade them to stay on the page.

Here are the comparisons of both the designs:

2019

2021

Key Takeaways:

  • The 2021 landing page now has a free Unified Communications Readiness Quiz that allows business owners to fill the form interactively. Adding a quiz with the number of pages mentioned at the top tells the user how many steps are left to complete the quiz, making their waiting time easier.
  • The background image is replaced with communication icons to simplify the message of the kind of services they offer.
  • The page looks neater and appears to be easier to scan at a glance.

Example #2 – Emphasize Strong Visuals and Copy that Stresses on Product Details

Landing Page: Western Rise Homepage Variation

Industry: Ecommerce

Conversion Measured By: Apparel purchase

Major redesign focus: Improve the number of leads

Solution: Improve the copy and visuals

Western Rise, a clothing eCommerce company, realized the importance of having impressive images and detailed product information on its landing page.

The 2021 page replaced ordinary product images with strong visuals of the models wearing Western Rise clothing. Also, the product image includes extensive product details, which were missing on the older page.

Here is a clear comparison of the 2019 vs. 2021 landing pages of Western Rise:

2019

2021

Key Takeaways:

  • The new landing page has a powerful headline – Performance Clothing for Travel, Work, and Play. In just a couple of words, the brand tells everything about itself. ‘Performance Clothing’ is their unique selling proposition (USP) that tells the customers that their product is durable. Besides, the caption ‘Travel, Work, and Play’ tells what the product is about. Modern customers like products that fulfill a particular need, and Western Rise made it easier for the users to realize the importance of their products which fulfilled their specific needs.
  • The bold visuals in the new page capture contemporary shots of the models that put a strong impression on the audience. Every image is clicked mindfully to explain the style and quality of the Western Rise clothing line.
  • The products displayed on the new page include every minor detail and feature that often other clothing brands ignore, such as the specialty of the product, occasions to wear, and weight other than colors, fabric, fitting, etc.

Example #3 – Use Strong Social Proof To Increase Conversions

Page: Aura Save 50% Landing Page

Industry: Identity Theft Software

Conversion Measured By: Online registration or an inbound call

Major redesign focus: Improve the number of signups

Solution: Add strong social proof

It is a known fact that social proof on sales pages is essential for increased conversions. But in 2021, the importance of social proof has gone too far.

Aura is an identity theft protection service that aims to build trust with its prospective customers when they first browse their landing page. Take a look at how Aura displays customer reviews above the fold to catch user’s attention.

Unlike others, Aura combined the rating stars and the review to prove customer satisfaction and emphasize their expertise in the field.

BONUS:

Another example of using strong social proof is the Exploding Topics newsletter landing page.

Exploding Topics is a newsletter with a pro subscription for content marketers and anyone interested in trending topics about any topic. It’s an excellent example that uses a lot of social proof on landing pages that give something away for free, like a weekly newsletter or an eBook.

If you could notice, the latest landing page below has multiple forms of social proof on a single page. First, they feature a list of brands that trust Exploding Topics. Secondly, they quote Wired Magazine founder Kevin Kelly’s feedback, followed by the logos and tweets praising the newsletter.

Key Takeaways:

  • Exploding Topics uses several different types of social proof that appeal to different demographics.
  • Their “trusted by” logos of world-renowned companies stand out to potential B2B subscribers.
  • Kevin Kelly’s quote is catching the attention of tech-savvy readers.
  • Despite packing the page with social proof, the opt-in form is still well above the fold. It is the best landing page practice that applies to nearly all pages.
  • The landing page uses actually embedded tweets (not screenshots), which help demonstrate that the tweets are legit.

While Exploding Topics have smartly used social proof on its page, the ideas of leveraging social proof are not limited to this only.

Example #4 – Focus On Visually Appealing Above the Fold Content

Landing Page: Perfect Keto Homepage Variation

Industry: Supplements

Conversion Measured By: Online purchase

Major redesign focus: Improve the number of purchases

Solution: Improve Above The Fold Content

Above the fold content greatly impacts customer’s decision-making. Perfect Keto lacked that appeal on its 2019 landing page design.

Hence, the 2021 design was revamped with better visuals and more professional looks.

The 2021 page received major changes in above-the-fold content, such as the top menu bar with the brand name not losing the user’s attention anymore and an additional menu bar giving a quick overview of what the brand offers.

The older page did have many social proofs, but those were limited to customers only. The 2021 design also highlighted the publications where the brand appeared, which proved exceptional in building customer trust.

Take a look at the two landing pages of Perfect Keto in 2019 and 2021:

2019

2021

Key Takeaways:

  • The 2021 landing page heading is more compelling because it clearly conveys what their product is all about. The older page was missing the actual purpose of the product.
  • An additional section on the new page to educate customers about the Keto diet and how to start it helps visitors understand the product even better.
  • The inclusion of a product image above the fold attracts user attention and makes the product trustworthy. People now know what they will be buying right at first sight of the page.
  • The new page proudly displays the products featured in the publications, such as Women’s Health, Healthline, Reader’s Digest, and Popsugar, which again helped customers trust the brand.
  • The page also features a video of the Perfect Keto founder that is brilliantly working in gaining visitor’s attention and faith.

Example #5 – Make The Call to Action More Compelling

Landing Page: Zendesk HelpDesk Softwage Landing Page

Industry: SaaS

Conversion Measured By: Online registration

Major redesign focus: Improve the number of registrations through the website

Solution: Make The CTA More Compelling

Zendesk did a clever job by replacing the sign-up form with a single button. On the older page, it was unclear to the user if the company has a trial option for free unless they move to linked pages. Such confusions often resulted in traffic bounces.

Adding the start free trial button on the 2021 page makes it easier for the users to understand that the product comes with a free trial. At the time, it helps the user take quick action.

Similarly, the ‘Get started’ button at the top was replaced with ‘Free trial’ with the same intention.

Moreover, chat support was added to guide users at any stage of the buyer journey. Live chats are vital to help visitors better understand the product and move a step ahead in the customer journey.

Take a look at below two images:

2019

2021

Key Takeaways

  • The CTA buttons have more actionable text and look more prominent.
  • The color choice for the button is in contrast with the background but matches the page theme.
  • The older page missed sales support, which is included in the new page for a better customer experience.
  • The tabs in the menu bar were reduced to four to make the page simple to use for users.

Example #6 – Use Contrast To Highlight Specific Copy On The Page

Landing Page: GetResponse Website Building Landing Page

Industry: Online Software

Conversion Measured By: Online signup

Major redesign focus: Improve the number of signups

Solution: Use contrast around important copy on the page

GetResponse focuses on attracting visitors’ attention towards the offerings from their business. Starting from above the fold section, the landing page highlights the texts that are important and need the visitors’ attention.

The infographic on the landing page is the next thing that promises to grab user attention while beautifully describing how this website builder works and is useful to the user.

Key Takeaways:

  • The text highlighted on the landing page draws the user’s attention towards what the business has to offer or unique selling points.
  • The infographics briefly explain the working of the tool in an easy-to-understand manner.
  • The Yellow color is used prominently on the landing page to attract user attention and persuades users to try the tool by listing its advantages.

Summary

Landing pages provide the first opportunity to create an impression in the minds of the consumers. A well-structured and mindfully designed page sets the right tone for your brand message and encourages users to choose your business.

However, the strategy for landing pages needs innovations from time to time for better results. The examples and tips shared above prove how landing pages in 2019 have seen significant improvement in 2021.

In the coming year, use these ideas to create landing pages that influence customer decisions and encourage them to take quick actions.

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The post 7 Landing Pages Comparisons To Improve Your Conversions in 2022 first appeared on Webdesigner Depot.


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Every day design fans submit incredible industry stories to our sister-site, Webdesigner News. Our colleagues sift through it, selecting the very best stories from the design, UX, tech, and development worlds and posting them live on the site.

The best way to keep up with the most important stories for web professionals is to subscribe to Webdesigner News or check out the site regularly. However, in case you missed a day this week, here’s a handy compilation of the top curated stories from the last seven days. Enjoy!

22 Exciting New Tools for Designers, June 2021

7.css

Does the Hamburger Menu Make Mincemeat of UX Design?

Top 15 Tools and Resources for Designers and Agencies

Loaf Animation SVG Library

WordPress 5.8 Introduces Support for WebP Images

Star Trek + Design

11 Landing Page Design Tips You Should Follow Today

Isometrica 3D Constructor

HTML Semantic Tags Cheat Sheet

What is a Design System?

Source

The post Popular Design News of the Week: June 14 2021 – June 20, 2021 first appeared on Webdesigner Depot.


Source de l’article sur Webdesignerdepot

And it does this 24 hours a day, 7 days a week, 52 weeks a year without ever asking for a pay raise.

But this is true only if your website landing page is designed well, maintained, and optimized to the gills. The art and science of a flawless landing page is beyond the scope of a single article, but we can start with helping you spot seven of the most common – and damaging – trouble spots.

1. Unclear Value Statement

Typically, new visitors to your page will only stay on it 3 to 15 seconds before they get distracted. In that span of time, you must offer a clear and visible reason to stick around and interact with the page.

That reason is your value statement. What value do your readers get in exchange for the time you ask them to spend? High-quality content is a must (and hopefully a given), but you also need to pull them in so they experience that content.

Does your landing page do that? If yes, great! If no, you should fix that. If you’re not sure, ask yourself:

  • Is there a compelling, visible headline that expresses the end benefits clearly and succinctly?
  • Is there a subheadline explaining your offering in more detail?
  • Are there supporting graphics that pull the eye toward your headline and subheadline?

If there aren’t, add them now.

2. Poor Signposting

Your landing page isn’t just there to be pretty. It’s meant to convince people to take action. If you don’t make it easy to find your call to action, most viewers won’t look for it.

deliver enough value to make it worth the hassle

You must make it clear — in as succinct and efficient terms as possible — why the action you want a reader to take will deliver enough value to make it worth the hassle. Tell them, in words that stand out from the rest of the page, what you want them to do next and what they’ll receive for doing so.

Improving your signposting stats by asking yourself the following questions:

  • Do you have a clear understanding of what the next step in a visitor’s customer journey should be?
  • Is it easy to find and take that step on your website?
  • Does your copy make a clear and compelling argument in favor of taking that step?

If you can answer yes to all three questions, your signposting is likely good (or at least good enough for now). If not, now you know what you have to do to improve it.

3. Slow Loading Time

Remember that 3 to 15-second maximum time limit we mentioned earlier? That span includes time spent waiting for your landing page to load, and every microsecond of that wait increases a reader’s likelihood of bailing on the whole thing. You must get your loading time to be as quick as possible.

Viewers who exit your landing page early – including while still waiting for it to load – increase your site’s bounce rate. Higher bounce rates reduce your rankings on Google and other search engines, meaning a page that loads too slowly not only impresses fewer viewers, but it also gets fewer viewers overall.

Improving your loading time is usually a job for your tech team or whoever in the office is responsible for overseeing your hosting service. That said, here are a few of the most important ways to optimize this important factor:

  • Optimize image size, file format, and compression;
  • Clean up your database by deleting saved drafts, old revisions, unused plugins, and similar virtual detritus;
  • Confirm that your WordPress theme (if applicable) is optimized for quick loading;
  • Use a content distribution network for file storage;
  • Analyze server response time with your hosting service, and work with them to reduce it;
  • Install tools that leverage browser caching;
  • Fix all your broken links;
  • Remove all render-blocking from JavaScript;
  • Reduce the number of redirects necessary to reach your page;
  • Optimize your code, especially in CSS, JavaScript, and HTML;
  • Enable file compression — except for on images;
  • Replace all PHP content with HTML wherever possible.

This is technical, detailed work, but it’s important. If you don’t have team members up to these tasks, it can be worth hiring an outside consulting company to do it for you.

4. Only One Landing Page

You have a good idea of your ideal customer’s hopes, fears, pain points, demographics, likes and dislikes, and other important information. If you have several different types of customers, you can’t use the same landing page for each of your customer groups. Each group has different characteristics that will prompt them to follow your call to action, so you don’t want to offer just one landing page.

Similarly, you also probably have more than one product or set of content and offerings to generate sales. Having only one landing page can lose leads because the page is only optimized for one of those products or content sets.

Ideally, you should have a unique landing page with a tailored offer for each of your customer models that would send those individuals to each of the products and content sets. An ad for professionals in their 30s making over $50,000 a year would lead to a landing page built for them, while an ad for heads of households working from home would lead to a landing page built for them.

Yes, that means a company with three profiles and four content sets would need 12 landing pages. And yes, it’s worth that kind of effort.

5. Insufficient Visuals

“A picture is worth 1,000 words” is ancient wisdom, but it’s far from true in the internet world – it’s actually worth more. A quick look at social media and blog performance will tell you many people will look at, enjoy, and share a photo or video, but not many will read an entire 1,000-word post on the same topic.

How well your landing page performs depends on the images you use and how you present them. Does your page’s layout conform to the best practices of visual web design:

  • Including images that emotionally reinforce the value expressions of your product’s core benefits;
  • Containing sufficient white space to not be intimidating;
  • Providing data images to indicate the worth of what you do;
  • Using visual design cues to lead the eye toward your conversion points;
  • Applying color gradients to highlight offers and your call to action;
  • Using infographics to replace the dreaded “wall of text”.

If you can say yes for half of these things, carry on. If not, this point may be among the better places to start with a landing page redesign.

6. Asking For Too Much, Too Soon

Craft a custom calls to action that meet all levels of interest, need, and desire

Not every landing page visitor is created equal. Some are hardcore fans and experts in what you do, ready for a 10,000-word white paper that dives deeply into the research supporting your use case. Others might have heard about your industry on an Instagram page and want to know the basics of what you do.

There’s nothing worse than going to a website and being asked for all of your personal information right away. If your call to action requires too much knowledge, too deep a commitment, or even too much personal information, consider scaling back. Otherwise, you risk turning away potential customers.

Better yet, go back to No. 5 above and build a new landing page for beginners and early-stage leads. Craft a custom calls to action that meet all levels of interest, need, and desire.

7. No Trust Elements

Offering some type of authentic customer referral or testimonial is important. It all boils down to the same thing: telling those who read your landing page that other people already like what you do and how you do it.

Examples of effective modern trust elements include:

  • Quotes from positive reviews next to a photo of the reviewer;
  • Screenshots of social media posts praising your company or product;
  • Short video interviews of happy clients;
  • Blurbs for industry thought leaders approving of you;
  • Images portraying business credentials and certifications;
  • Links to positive press coverage;
  • Logos of known business customers who buy and trust your brand.

Final Thought: What’s Next?

There isn’t one guaranteed way to turn a landing page from something full of holes into something perfect. But first, run an audit of your landing page using this list as a guide. Note which errors are there. Next, sort them in order of what takes the least time to fix to what takes the most time to fix.

Then, fix them in that order. We find that getting the quick fixes done builds excitement and momentum, whereas starting with a harder fix can mire down the whole process.

If none of these errors exist on your landing page, congratulations. There’s still lots of work to do on your website and content marketing, but it’s not among these rookie mistakes.

 

Featured image via Pexels.

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