The landing page was created to do a mission: leads customers to the products/services and make the purchases. However, designing a good landing page is not easy. Designers need to combine all elements to convey sufficient information to visitors and still have enough persuasion to make them click on “Buy” button. To do this, the landing page design should be as minimal as possible to remove all distractions, which can take users and leads away from the page goal.
So how do designers know what the best course of action is when it comes to landing page design? Here are some advices:

DROP STOCK IMAGES

Using stock images for your landing page may help you save time but it also may hurt your conversion rates. Stock images will bring some trust issues because it’s almost like a business concealing who’s behind it. For your landing page, better to use the real images of the people behind the product or service, it will help to bring the credibility.

When using images, be sure to place images on top of the landing page headline. This is very important, David Ogilvy – marketing guru has found that headlines underneath images are read by 10% more viewers. And of course, once have more people read the headline, will have more people scrolling down to continue read your page.

FOCUS ON CALLS TO ACTION

Call to action button is the star of your page; it affects your conversion rates. That’s why it’s one of the hardest things to possible design on a landing page. You need to make sure that your page flow and information architecture are persuasive and clear, it will encourage visitors clicking on button without hesitation.

When designing call to action buttons, here are some things you should consider:

The color should feature good color contrast so that your visitors can easily find and click it.

The button should be big enough to be easily read.

Add a directional cue next to the button to make it all the harder to miss.

Don’t neglect the button copy. Using button with the action-based words like “hurry” and “now”…

DOWNPLAY OTHER LINKS

The landing page design should involve getting rid of as many links as possible for higher converting and successful. When you have fewer links, you will be easier to make your page as much of a single-action environment as possible and support your conversion funnel. You also can make any necessary links as unnoticeable as possible, this is a great tactic.

Keep in mind that fewer links on your page, it means there are fewer elements which will compete for your clients’ leads’ attention – also fewer distractions, and then you will have greater chances to get higher conversions.

MINIMALISM AND CONVERSION RATES

Nowadays, when designing for website as well as landing page, the fact that you are designing for consumer psychology and to serve the consumers. There are many studies show that consumers simply overwhelmed and experience decision-making problems when faced with too many choices. The notorious jam experiment is a typical example to prove that, the result shows that people bought less jam from a table with more jam choices than the table with fewer choices.

Look back the case of landing page; if you create a landing page and welcoming the customers by too many links and complex navigation menu, they are likely to leave your page and then drop the conversion. When combined with horrible stock images and poorly designed call to action buttons, you will have a completely disaster landing-page design.

After all, what I want to say it’s you have to think minimalism when designing your landing page. From the initial conception to the wireframe to the final testing, the landing page’s design should only emphasize to visitors and leads the one and only goal of the entire page: to convert by clicking on the product or service!