If we go back to Google’s resource! Landing page optimisations & best practices! it specifies four characteristics of quality landing pages:
- Relevant: The landing page should match the user’s search query and the messaging in the ad they click! on.
- Trustworthy: Quality page designs and content with detail! descriptions and trust signals (reviews! testimonials! T&Cs! etc.) to show you’re a cr!ible business.
- Easy: The landing page should be easy to use and interact with on all devices.
- Reliable: Fast loading times and consistent performance across devices.
When you read Google’s descriptions of “easy” and “reliable”
landing pages! you can see it’s really gambling database talking about usability in terms of UX design and technical performance as two separate factors.
We also think Google has miss! one crucial characteristic from its list:
- Compelling: The landing page increases purchase intent and motivation to complete the target conversion goal.
If your landing pages aren’t compelling users to take action! they’re never going to maximise their conversion value and all the benefits of delivering quality landing page UX disappear.
So here’s our final list of what makes a good landing page experience:
- Relevant
- Trustworthy
- Usable
- Compelling
Let’s take a quick look at these in more detail.
1. Landing page relevance
- Message matching: Your landing in this last step! an image with text link! to it is often chosen page message should match the user’s original query! their search intent and the message in your ad that entic! them to click through.
- Keyword matching: Use the same keywords on your landing pages that feature in your ads and the user’s original query.
- CTA matching: Match the primary call to action on your landing page with the CTA in your ad.
- Focus: Make sure every element and piece of content on the page supports the core message in your ad – don’t deviate from the selling point that encourag! users to click in the first place.
2. Trustworthy landing pages
- Design: Make sure your china business directory landing pages look and feel like something a legitimate! trustworthy business would be happy to rely upon as their first impression with new prospects.
- Accuracy: Ensure your copy is 100% factual! that any claims are back! up by reliable data (eg: “Our product is 34% more durable than the competition”) and your content is well-written with no spelling or grammar mistakes.
- Transparency: Include all of the information users ne!! especially when it comes to any additional fees or pricing details that could be confusing.
- Contact information: Show all of your business info and contact details on each landing page.
- Social proof: Include review scores! testimonials! case studies and other forms of social proof to boost confidence.
- T&Cs! privacy policy: Provide a link to your terms and conditions and privacy policy.
3. Landing page usability
- Loading times: the slower your pages are! the more users are going to bounce without ever seeing your message – let alone converting.
- Navigation: Exclude site header navigation menus from landing pages to remove potential distractions and use strategic navigational elements to guide users towards conversion goals.
- Layout: Stick to single-column layouts for most of your design with each page section delivering a single part of your message.
- Spacing: Leave plenty of space between elements and use whitespace to give the key parts of your message more visual impact.
- Text: Use fonts! text sizes and styles to differentiate sections of text and make your page more readable (use max. 3-4 fonts).
- Contrast: Use contrast to make page elements stand out and guide users toward the most important parts of your landing page (eg: CTAs).
- Mobile UX: Use responsive design to create consistent experiences across mobile and desktop (single-column layouts make this a lot easier).