10 Design Tips for a More Effective B2B Landing Page
When it comes to designing an effective landing page, it can be difficult to find a format that will drive web traffic and convert. Although a seemingly tedious task, a slick landing page could just be the difference in reaching your marketing target and not. Whether you use striking imagery, a minimalist layout or simply a video, your landing page should act as a visual call to action – representing your brand through the page infrastructure and design choices.
10 Small Steps for Design…
In the designing phase, it is crucial to keep in mind the key components such as tone of voice, layout, colour and font. These choices form the difference between a landing page that converts and one that doesn’t, reflecting your ability to engage a modern audience. To target your audience, ensure that your content/style is relatable – your landing page plays a key role in driving relevant traffic to your brand. When creating a killer landing page, always think about the end user by carefully planning your page infrastructure and the look and feel.
- Make it mobile friendly: When brainstorming, always ensure you’re creating a mobile friendly site to ensure you generate the most conversions. Remember, 52.2% of all web traffic worldwide originates from mobile devices – without it, there’s a missed opportunity to for lead generation/ new customers.
- Speed up your form: Potential leads can often be put off by a lengthy landing page form. By simply reducing the number of fields from 11 to 4 can result in a 120% increase in lead generation. Alternatively, using drop down menus/tick boxes will also increase these numbers significantly.
- Split testing: Using A/B split testing is regarded as the most effective way to improve your conversions. It allows you to test the success of different designs to ensure you choose the layout that will generate more clicks.
- A call to action: Did you know that 9/10 viewers who read your landing page headline will also read your call to action? So, ask yourself is it presented loud and clear? Include CTA buttons at least twice in a short landing page, that way it adds urgency to the reader to go further.
- Simple navigation: A clutter free page will always win with viewers. With the average person spending 15 seconds on a webpage keep the content short and simple. Research by Salesforce in 2018, found that companies that condensed their landing pages had a 13% increase in sign ups, and 25% more click throughs, so keep it snappy!
The Look and Feel
- Use of colour: When it comes to using colour, get creative! There are the more obvious ways to utilise your colour palette, such as using it for text and blocks. But, to add an extra spark why not use image overlay? This will allow you to subtly include your colour palette, whilst also using striking images.
- Including video: It is known that using video on landing pages can improve conversion rates by 86%. Video adds interactivity increasing time spent on your landing page. However, when using video the key is to always invest time and effort into it the content, otherwise it can appear rushed and not fit with the look and feel of the rest of the page.
- Animated graphics: As an alternative to still images on your landing page, why not use animation? Using moving images are more visual way to attract potential leads and are a huge graphic design trend to watch for 2020.
- Tone of voice: In order to keep your landing page in sync with your additional pages, keep your language in line with your brand tone of voice. Although this may be a page for marketing purposes, don’t lose sight of your brand personality by using language overly focused on getting viewers to buy something.
- Visual hierarchy: A key point to keep in mind during the design process is the concept of visual hierarchy. This refers to where viewers look first on a landing page and can either take an F or Z format – keep this in mind when working on the layout.
1 Giant Leap for Conversions
Remember, you’re not going to use all of these techniques. The best brands are able to establish what works best for them, so think carefully about the message you’re trying to portray. The most effective pages are those that subtly tell consumers what they need without them knowing they need it – take AirBnB as an example. The CTA on the page is personalised to speak to current guests showing them what they could earn being a host in their area. A key learning from AirBnB’s strategy is that the powerful dream-weaving is anything but imaginary; if you can craft a desired outcome in the minds of your readers, you’re well on your way to driving conversions. Their aim of generating more hosts simply comes from the small preview of what you could gain if you were to do so.
Have you ever used Calm to drift away to a Spring lake-side setting or listen to waves crashing on your commute to work? The whole infrastructure of the Calm brand is consistent across the app, website and online pages design. Because of this, the stripped back nature of their landing page design is highly effective, summarising the value proposition as ‘Meditation made simple’. Also, when arriving on the Calm website, the brand uses animated graphics to encourage visitors to complete breathing exercises, a simple but effective way to interact the customer with the brand. Shown by their innovative branding, Calm have mastered their brand approach enabling them to grow to be one of the top meditation and mindfulness apps worldwide.
Houston, we have an idea…
All in all, your landing page needs to be clean in design and clear in its message. To create a converting landing page in 2020 the key is in the format. Using the design tips provided and some sparks of innovation your landing page will drive those all important conversions. It can be easy to get absorbed by your brand image and what you know converts, but keep track of related industries too. For example, if you are a tech brand are there any movements in graphic design, fashion or beauty that could influence your layout? When designing your landing pages, think about what your potential viewers would be captured by. As a final note, always think about functionality. As Steve Jobs once said, remember that “design is not just what it looks like and how it feels. Design is how it works.”