Do you feel like your landing page is missing something? Give it a glance, trying to identify its value proposition and how it benefits the audience. If that doesn’t come through within seconds, then it’s time to make some changes.
Every detail matters when crafting a landing page. For example, you’ll want to focus on a single, clear offer. According to MailChimp, conversion rates can drop by up to 266% for pages with multiple offers compared to those with just one.
To get started, use landing page templates rather than building from scratch. No-code platforms like Wix let you adjust the page layout, colors, fonts, sections, and CTAs with just a few clicks. If something feels off, you can tweak it instantly.
As you build or optimize your page, focus on enhancing the user experience (UX). This aspect directly impacts conversions, so it’s essential to get it right. Here’s how to improve landing page UX—and why it matters.
TL;DR
- Clarity is Key: Ensure your landing page conveys its value proposition within five seconds; otherwise, users may leave immediately.
- Single Focus Maximizes Impact: Pages with a singular, clear offer see conversion rate drops of up to 266% when multiple offers are present.
- Optimize for Mobile: With 57% of eCommerce sales from smartphones, ensure your landing page is mobile-friendly with intuitive design elements.
- Simplified User Experience: Follow the UX Honeycomb principles for improved usability, desirability, and accessibility to boost engagement.
- Continuous Testing: Regular A/B testing on elements like CTAs and imagery is vital for ongoing optimization and increased conversions.
What Is UX Design?
The term “user experience” describes how consumers interact with a product, service, system, or business. UX design is a set of practices aimed at improving these interactions. Think of it as the process of building products with the end user in mind.
When it comes to landing pages, UX design focuses on visuals, messaging, usability, and the overall impression visitors get.
For instance, a landing page with well-defined sections, clear CTAs, and compelling imagery provides a better experience than one loaded with pop-ups, animations, or multiple calls-to-action. Not only does it remove friction, but it also conveys your message more effectively.
UX design has both immediate and long-term benefits, including:
- Improved customer retention
- Lower bounce rates
- Better SEO results
- Enhanced accessibility
- Increased conversions
- Stronger brand reputation
- Higher ROI
A good example is ForestView, a marketing agency that wanted to optimize one of its landing pages. The company replaced a long product list with carousels, boosting conversions by 20.4% on mobile and 8.5% on desktop, according to VWO’s case study.
5 Best Practices for Landing Page UX Design
Landing page templates like those from Wix are designed with the user experience in mind. They’re easy to navigate, feature clean layouts, and come with pre-built forms and sections. Still, it’s up to you to optimize the copy, images, and any custom elements you add.
Ready to give it a try? Implement these design best practices to improve UX and entice visitors to take action:
1. Start with the UX Honeycomb
In 2004, information architect Peter Morville created a design framework outlining seven key aspects of a great user experience. This visual framework is known as the UX Honeycomb and covers the following principles:
Let these principles guide you when building your landing page. Here’s what each one involves:
| Peter Morville’s UX Honeycomb | |
| Principle | What It Means |
| Usefulness | Your landing page must offer a clear solution to the customer’s pain points |
| Usability | The page should be clearly structured and easy to navigate |
| Desirability | The layout, visuals, and other design elements should evoke a positive emotional response |
| Findability | Make sure visitors can easily find the information they need |
| Accessibility | Your landing page should be accessible to everyone, including people with disabilities |
| Credibility | Back up your claims with evidence, such as case studies, hard data, and social proof |
| Value | The information on your page should provide value to both the end user and the business (you) |
Take usability, for example. If your landing page is cluttered with pop-ups, CTA buttons, and quote boxes, visitors can quickly become frustrated. They may see it as unprofessional or struggle to find what they need—and eventually leave.
2. Aim for Simplicity
American entrepreneur Scott Belsky once said, “Rule of thumb for UX: More options, more problems.” What he meant is that choice overload can cause mental fatigue, overwhelming users and slowing down their decision-making.
To avoid this problem, “declutter” your landing page by removing unnecessary elements.
For instance, a page with multiple CTAs, such as “Sign up,” “Learn more,” and “Download now,” can be confusing, leaving visitors wondering what they’re supposed to do next. So, define and highlight your “most-wanted” action (MWA), then move the others below the fold or remove them entirely.
As far as visuals go, keep only those that reinforce your message. Get rid of redundant icons, auto‑playing videos, sliders, and pop‑ups that stack on top of each other, along with any other elements that distract from the headline and main CTA.
3. Stick to the Five-Second Rule
Make sure visitors can grasp your unique value proposition (UVP) in five seconds or less. This means they should instantly see:
- What you’re offering
- Who it’s for
- How it delivers value
With that in mind, place your headline, unique value proposition (UVP), social proof, and main CTA above the fold. Use bold typography and attention‑grabbing colors like red, orange, or yellow to make them stand out.
Wix’s landing page templates have these key elements arranged strategically, so the structure is already in place. All you need to do is add your copy, branding, and visuals.
4. Cut Down Your Word Count
Sometimes less really is more. If you’re an established business or targeting customers already familiar with your products and ready to buy, then you don’t need a lengthy landing page.
Senior CRO Consultant Michael Aagaard ran an A/B test on two landing pages for Fitness World. The shorter version delivered 11% more conversions than the text‑heavy page.
One explanation is that Fitness World (now PureGym) is a well‑known brand, so consumers have fewer objections that need to be addressed.
Generally, it’s a good idea to cut down your word count if:
- You’re repeating ideas or using filler words
- Your paragraphs feel dense
- Users have to scroll too much to find key information
- Your value proposition, headlines, and CTAs are not immediately clear
- Your content is difficult to read on smaller screens
Use bullet points, headers, and white space to break up your content for readability. Get to the point quickly, remove words like “very,” “really,” or “truly,” and show rather than tell.
For instance, a product video can convey your value proposition more effectively than a half-page of text. If you’re sharing a case study or in-house research, use graphs or tables to illustrate the results.
5. Optimize for Mobile Devices
According to Capital One Shopping, 57% of eCommerce sales come from smartphones. This figure is expected to reach 63% by 2028—a trend that makes sense, given that 76% of U.S. consumers shop online using mobile devices.
If your landing page isn’t optimized for all screen sizes, you risk losing customers and sales. That’s why it’s essential to design for small screens first and include the following elements:
- Large, prominent buttons
- Simple, intuitive navigation
- Clear visual hierarchy
- Contrasting colors
- Ample white space
- Pinch‑to‑zoom functionality
- Legible fonts (e.g., Open Sans, Roboto)
For example, white space contributes to a “clean” layout and may prevent accidental taps. Pinch-to-zoom, on the other hand, enables users to zoom in or out with their fingers, which can improve readability and boost engagement.
Get the Most Out of Your Landing Page
Think of your landing page as a microsite rather than a sales pitch, then seek ways to improve its navigation and overall design. Use visuals where they matter most, remove unnecessary elements, and highlight your unique value proposition.
Last but not least, aim for continuous improvement. A/B test your headlines, CTAs, hero images, and forms, make adjustments based on the results, and keep refining over time.
FAQ
What is the importance of a value proposition on a landing page?
A value proposition clearly communicates the benefits and solutions your landing page offers to the audience. It’s crucial because if visitors don’t grasp the value proposition within a few seconds, they are likely to leave. A strong value proposition helps in engaging visitors, directing their attention, and increasing conversion rates.
How does the number of offers affect conversion rates?
Having multiple offers on a landing page can significantly drop conversion rates—MailChimp reports drops by up to 266%. It is more effective to focus on a single, clear offer to avoid overwhelming visitors and to guide them towards taking specific action.
What role does user experience (UX) design play in landing pages?
UX design focuses on how effectively visitors interact with the landing page, affecting conversion rates. A well-designed page with clear visuals, structured messaging, and usability leads to better engagement. This includes minimizing distractions like pop-ups, ensuring accessibility, and providing valuable information to users.
Why is it recommended to optimize landing pages for mobile devices?
With a significant percentage of eCommerce sales originating from smartphones—57% according to Capital One Shopping—optimizing landing pages for mobile is essential. This includes having large buttons, simple navigation, clear visual hierarchy, and ensuring readability across different devices, as failing to do so risks losing customers.
What best practices should I follow to improve my landing page design?
To enhance your landing page, follow these best practices: 1) Start with the UX Honeycomb principles, catering to usefulness, usability, and credibility. 2) Aim for simplicity by reducing clutter and focusing on one clear CTA. 3) Stick to the five-second rule to make your value proposition immediately clear. 4) Reduce word count and use visuals effectively. 5) Continuously test and optimize your page elements to improve performance.
Source: https://semanticstudios.com/user_experience_design/
