Landing Pages, UI, UX, and the intersections

Landing pages can be used to convert a visitor of a website to a known lead. According to this eBook, Landing Page are a “place you send traffic when you really want some action. And no, this has nothing to do with Craig’s List personals.”A potential visitor clicks on a call-to-action from a company, then, they are sent to a landing page where they will (hopefully!) fill out a contact form and click submit. Once the form is submitted, the visitor is considered a lead, and should finally be sent to a “Thank You” page.

If ten out of ten visitors to your landing page fill out the form and submit it, you will have a conversion rate of 1.0- a perfect conversion rate! (Perfecting the Conversion Process!) Slightly unrealistic expectations; a good landing page should aim to have a conversion rate of about 20%, and if it is not reaching that goal, then something on the page needs to change.

In this article by HubSpot, 15 Great Landing Pages are linked, and explained why they are so good. I felt bad after finishing the article because I clicked on every single link. This landing page example was my favorite because of how the user got all the information they needed just on that first screen (as in they don’t need to scroll down), the information was concise, and it had a visual of a cartoon-esque character pointing to what the user should pay attention to: the contact form!

It is important to optimize your landing page to ensure you are reaching at least a 20% conversion rate. There are many things you can do to try to increase that goal rate: write a clear, concise action-oriented headline, explain offer clearly and place visual emphasis on the value, remove navigation menu and links, add social sharing icons, and include a relevant image, animation or short video. A demo video on a landing page can increase the conversion rate by 10-20% according to Renee Warren who co-founded a tech start-up called Onboardly. This article on Mashable explains that having reviews from satisfied customers can also increase the conversion rate.

A buyer will make a decision on your offer in just a few seconds, so it is important to keep as much of the message above the fold (so they don’t have to scroll down), and try not to use bulky paragraphs. Cutting your information down to 3-5 bullets will emphasize the most important details, and your visitor will not be overwhelmed by a large block of text. Designers are in charge of ensuring the layout of the page is effective, and users like the page.

The job position “Designer” is vague because there are many different kinds of designers; Clothes, interior, website, user experience (UX), user interface (UI), and more. The two that go along with landing pages and website design are UX and UI.  User Interface (UI) describes how the product is laid-out. User eXperience (UX) refers to how the product feels, and focuses on the quantitative aspects. UX is all about figure out who your customer is, and what they want. UX workers use data to figure this out (Google Analytics! A/B testing!). UI is all about the visuals, determining the path to get users to convert, and focuses on the qualitative aspects.

Sometimes, UX professional’s professional opinions on the direction a company should go with UX is ignored by executives and by those creating the webpage. It seems counter-intuitive that executives would ignore the advice of a person they are paying to guide the user experience of a webpage, but according to this article, it happens often in the UX world. There are four main techniques UX professionals can use to be heard, and be successful. Observe and empathize with the higher-ups, build relationships, and keep in mind, not everyone understands user experience the way you do. Build up the relationship, and show them what UX consists of, and why your opinion on direction needs to be taken seriously.


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