A web solution blog

Design a landing page is slightly different from designing a web page.

But what is a landing page?

If you goggle the term you will got a wiki definition:

“..landing page - is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.”

There are two types of landing pages: reference and transactional. The reference type is the on that is build on AIDA principles:

• A – Attention (Awareness): attract the attention of the customer.
• I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
• D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
• A – Action: lead customers towards taking action and/or purchasing.

OK, this is the definition but how to design it?

I found some inspirational guidance in : anatomy of the landing page

and the perfect example:

In order to achieve these principles you must have:

1 - Page headlines – clear an consist

• The leading page heading is the first thing visitors will read and the headlines should not confuse or bore, but compel a visitor to take a closer look

2 - Impeccable grammar and easy to understand language

• Do not use complicated sentence, all texts need to be concise and clear.

3 - Taking advantages of trust indicators

• There are a lots of effective way to gain trust – incorporate testimonials, press mentions, guarantee seals, 3^rd party trust and security certification.
• Use image and videos

4 - Use strong call to action

• Is it crucial for the visitors to know what to do , after they read headlines

5 - Buttons and call to action should stand out

• Identify keywords that people are interested about – free, new, buy, download now

6 – Do not use to many links

• To many link will distract the user and simplicity is the key

7 – Keep it in one screen

• The most important part of the page should be above the fold of the screen, so no scroll-down to see all the important things
• Here will call-to-action button so users should not scroll down to it

8 – Optimize landing page for conversion over time.

• Run A/B tests, change copy, images, video and cal-to-action colors to see what users resonate with.
  • Yellow – optimistic and youthful
  • Used to grab viewer attention
  • Orange – aggressive, use in call-to-action and attention grabber
  • Red – energy, clearance sale
  • Pink – romantic and feminine – use form feminine and young girls products
  • Blue – trust and security, often use by banks and business
  • Purple – gentle and calm, is associated with anti-aging products and services
  • Green – is associated with wealth, and because is the easiest color for the eye to process it is used in finance or entertainment
  • Black – powerful and smooth, is seen as a luxurious and sophisticated

9 – Social network sharing buttons

• Use as much as you can the social network sharing