This post is from our User Experience (UX) Checklist Series:
Landing pages are important lead generation tools that have two main goals: 1) provide users with the critical information needed to make a decision, and 2) provide a clear path to act.
While the success of a landing page is greatly dependent on the audience, product or service, industry, and vertical, there are some universal guidelines that can improve the experience of any landing page.
To help you get started, we’ve broken things down into four main categories that are critical to both usability and conversion:
💡 Review our checklist below to see how your landing page measures up:
Clarity is possibly the most important topic. If you want people to act, they first need to understand what you’re offering. Ideally, your page should be easy enough to understand that any visitor would be able to explain what you offer to another person.
Value prop is clearly communicated
Information is scannable
Headline is attention-grabbing and clear
Subheads communicate more specific information, not just label things
Bullet points communicate features and benefits
Information is complete
Your first impression should be positive
Establish a strong visual hierarchy
Avoid false bottoms
Images and/or videos are high quality and support the content
Incentives are the motivators that encourage people to act here & now rather than later. Make your offering seem irresistible by incorporating persuasion techniques relevant to your value prop.
Focus on the user, not on your product
Educate on both features & benefits
Use persuasive techniques to boost conversion
Friction manifests as the obstacles, fears, anxieties, or doubts a user may face before completing a task or conversion (e.g. anything from technical bugs to inconsistent messaging). Identifying and addressing these issues can go a long way to improve usability and conversions.
Your landing page needs to be usable
Relevancy & Expectations
Your landing page meets technical standards
Your form is simple
Your users have doubts, anxieties, or unanswered questions
Avoid unnecessary distractions
Mitigate accessibility issues
The path to act is extremely clear
Secondary paths to act appear secondary
Buttons labels are specific & clear
Your action paths highlight a benefit
Your landing page hit some checkboxes, but not all of them. Now what?
5 = Severe; this is a critical usability issue affecting most visitors, or has a high potential revenue impact.
4 = Critical; this is a critical usability issue that may not affect all visitors, or has a lesser potential revenue impact.
3 = Major; this is a major usability issue that may not affect all visitors, or has a high potential revenue impact.
2 = Minor; this is a minor usability issue that may not affect many visitors, or has a lesser potential revenue impact.
1 = Nitpick; this is a minor usability issue with low visibility or has a low potential revenue impact, but is still worth fixing.
Whether you’re creating new landing pages or optimizing old ones, we’re here to help:
Source: www.seerinteractive.com, originally published on 2022-05-11 22:36:43