These notes outline the procedure we follow in designing landing pages. Adhering to the principals of card sorting the aim is to establish the importance of the various elements on the landing page.
For the sake of argument; if you could only have one element on your landing page - what would it be?
How would you add a second, a third or even an eighth element to a landing page?
Below is our thoughts on how we would do it:
| — | Quote attributed to Henry Ford |
a) Hippo, from the ancient Greek for “river horse, is a large, mostly herbivorous mammal in sub-Saharan Africa.
b) HiPPO, “Highest Paid Person in Organisation” too often is the person calling the shot. Also goes by Highest Paid Person’s Opinion.
HiPPO’s effect on Website Usability/Conversion explained:
The loading time of your website is crucial. If your site is slow, Search Engines will punish you and visitors will abandon your page quicker than you can say “I should have done that”.
Image optimisation
Use the right dimensions (don’t scale anything), optimise your images for web and look at using Sprites (more further down).
CSS optimisation
Landing pages are commonly defined as the pages on your website where your visitors ‘land’ after having clicked on a link, be it an advert or an information page or similar. These are important pages, as the visitors are arriving for a particular purpose (to buy, book, sign up or inquire about something).
When a visitor on your website performs the action you want them to (For example, to buy, book, sign up or inquire about something) it is called a conversion.
Test everything and then test again.
Imagine for a second that you could increase conversion by 1% by just changing one element on your website. Consider changing your headline, the button color, button text, your lead image, adding trust symbols, form fields, testimonials etc.
With just 1% conversion increase, the time you invest in the changes is really worthwhile.
Reiterate your unique selling points: What makes you the company of choice within your field?
People need to feel they are getting something of value - a real bargain, a top-quality product. Tell your visitors what makes you and your products unique - and give them reasons why they should never go anywhere else, ever.
When was the last time you changed content on your website? There are two very strong arguments as to why you should be changing the content on your website from time to time:
Think about what your business objectives are and how you introduce your company when people ask you about it. Then look at your website and see if it conveys the same message.
Firstly, look at your company image. When you pick up to answer the company phone; is your tone of voice jovial or quite formal? Maybe you are a ‘serious’ company needing to convey authority and trust; “..your money is perfectly safe with us. Currently our investment portfolio…”.
To set up a task based test, find 1 user (or more) who is new to your site and assign them a task. Observe how they complete that task.
Let the chosen task be related to your most popular product/service. After your introduction and test outline, leave the talking to the candidate. Encourage them to think out loud. If you think of any questions during the test, it is better just to write them down and ask them after the test is completed.
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