We are excited to share a post that was written by Betty Chatzisavvidou, a member of the Mautic community in Europe.
Landing Pages are a primary Marketing online tool. Most of the time they are the first visual element that a visitor experiences of your brand. While landing pages are usually designed to be informative, they must also focus on the action expected - completing a form, signing up to a mailing list or purchasing a product, for example.
The biggest challenge faced by the designer is to create a landing page that looks good, but also converts well.
The Mautic marketing automation platform provides the perfect technology platform to convert an anonymous visitor into a potential lead, but the designer is the person who has the power to make that happen.
- Design for the technology platform
Landing pages may be short and to the point, or they may be long-form, engaging the visitor and providing various sources of information to help the visitor come to a decision.
Whether short or long form, navigation plays a critical role in focusing the user on completing the action for which the page is intended. If your visitors will only be spending a few seconds on the page, the design elements must help them to find their way to the relevant information and action points.
As a designer, we try to convey a story through the elements we place on the page, using structure to guide the flow between different chapters in the story, and explaining points which may not be obvious to the reader.
At Virya Group our focus is on keeping things simple. Our main goal is to create theme which are clean, functional and with minimal distraction.
All our theme designs adhere to research-driven best practices related to landing pages. By dispensing with the fluff and keeping only the essential requirements, we focus on directing visitors’ attention to the appropriate page elements.
In most cases, this will be a call to action such as a button, special offer, lead capture form or video.
It is also important to cater for any eventuality. Each theme we design comes with a library of elements to choose from. This includes design guidance on everything from the weight of fonts to the styling of a table and the dimensions of images on a photo slider.
We try to ensure that we design everything with a focus on the experience of the visitor to the landing page and the flexibility that our end-users might require when customising the ‘off-the-shelf’ or bespoke themes that we provide.
- The Form
No matter what the goal of your campaign is, a great landing page needs to push your visitor to take a specific action and in many cases, this will be through a lead capture form.
The most important element of the landing page; the lead capture form presents a trigger. By this point (thanks to your awesome design work!) visitors are highly motivated to do something (complete the form) and the task now is to make sure that it is super easy, clear, and a nice experience to complete that action.
Sometimes we might add an extra convincer reminding them what they are getting when completing the form, but we always make sure the process is smooth, easy to understand and seamless.
It’s easy to forget the importance of the button on the form - but this is a vital ‘call to action’ - and an opportunity to remind the visitor what they will receive on completing the form.
From the designers perspective a good colour contrast with the background and a careful choice of wording are the two ingredients that will communicate clearly your goal and ensure the conversion takes place. Don’t just leave it at ‘submit’!
- The Language
Here we shift our attention from pixels to people. In Mautic landing pages we want to focus on using a certain language, which builds trust between the brand, product or service and the visitors.
As a designer, we need to think like the potential customers, determining what they need to see and what we want to communicate so that they fully engage with the value proposition on this landing page. We try to keep the language simple, describing why the product or service meets their needs or solves their pain-point, with no use of complex language.
Headers, sub-headers and text are structured to highlight for the reader any important messages.
Well designed Mautic landing pages allow you to communicate your value proposition clearly, without burying the visitor under piles of irrelevant information.
- Mobile First
Mautic landing pages should be designed with mobile in mind - if they are going to be used to target a mobile audience. As this segment is growing rapidly, it is an important factor when preparing visuals for a landing page.
Mobile visitors need to have the same kind of guidance throughout the page, be able to access the same resources, and have the same compulsion to complete the action as their desktop counterparts.
Designing for mobile devices is not simply about moving blocks around to fit a smaller screen, but must focus on a deep awareness of the behaviour differences on mobile as opposed to desktop devices.
With the growing importance of fast-loading web pages and a need to do everything possible to ensure a conversion when a visitor lands on your page, the overall page size is an important consideration.
Multiple studies have shown that landing pages which take a long time to load result in less conversions.
Optimisation in this regard involves a lot of testing, but also close communication between the designer and the developer to ensure that visuals are delivered in the most efficient way - for example using a single SVG image and applying CSS to select the relevant image, or making sure that the images are rendered and provided in the resolution that is required, rather than in maximum resolution.
Testing does not stop with page speed, however. Full testing should also include running A/B tests to determine the best button placement, applying design knowledge to identify the best colour choice, icons and photos, making sure that the typography is appropriate for the purpose of the page, and of course once the page is developed, ensuring legibility, navigation flows and of course interaction on any device or browser.
When the needs of the visitor are combined with the designer’s qualitative understanding of them, and a thorough understanding of the market, the results can be spectacular.
Are there other elements to landing page design that you include in your process? Please comment below! Thank you again to Betty Chatzisavvidou for allowing us to share this valuable content. For a look at the original post, click here.