The landing page: this is an area people work on for MONTHS, only to realize that those months would’ve been better spent on generating traffic. That’s a lot of wasted time. And a lot of missed users!
Now, to accomplish what is required for your landing page (and get back to marketing!), you only need to follow these 3 steps:
- What is the reason your user arrived at the landing page? What is she looking for? Are you explicitly offering what she wants when she arrives?
- If your user needs further substantiation, are you pointing her to the right direction?
- What are the factors of consideration for your user when she’s at your site before she converts? Are you communicating this?
By following this 3-step process, not only are you in sync with her thoughts and behavior, but you also give yourself the opportunity to A/B test each component as you see fit. The design doesn’t matter, what matters is if you’re giving the user what she’s looking for. Propositions drive business, not the color of the buttons.
This is how each component may look like:
As you can see, there are three parts:
- What is the user looking for? (the benefit!) Are you giving the chance to take that benefit? Are you giving her the chance to explore more?
- Are you giving rationale on why you are able to deliver the benefit? (the substantiation!)
- What decision criteria does she have? (the factors for consideration!)
When you’re still starting out on the landing page, focus on conversion, not on design.