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8. Landing Pages

User Experience and Call to Action

When you visit a website after clicking on an ad or a link, the first page you land on is, quite fittingly, called a landing page. Think of it like the cover of a book or the entrance to a store; it sets the tone for what you're about to experience. For businesses and creators online, making sure this first impression is a good one is crucial. This is where user experience and call to action (CTA) come into play.

 

User Experience: Making It Easy and Enjoyable

User experience (UX) on a landing page is crucial for ensuring that visitors not only find what they came for but also have a positive interaction with your brand. Good UX is about creating a seamless, intuitive journey that guides visitors effortlessly from initial curiosity to the desired action, whether that’s making a purchase, signing up for a newsletter, or downloading a resource.

 

Importance of Page Speed

Speed is a cornerstone of good UX. In our fast-paced digital world, people expect information instantly. A study by Google found that as page load time goes from one second to five seconds, the probability of bounce increases by 90%. Therefore, optimizing your landing page for quick loading times is essential. A video game company, for example, might want to showcase its new game with high-resolution trailers. However, if these videos cause the page to load slowly, potential customers might leave before ever seeing what makes the game unique. The solution? Optimize video and image sizes without sacrificing quality, ensuring visitors can access content quickly.

 

Navigational Clarity

Another aspect of UX is navigational clarity. A landing page should have a clear path that visitors can follow, much like a well-designed menu in a restaurant guides you through your dining options. For an e-commerce clothing store, this might mean having a straightforward layout where visitors can easily see product categories, sales, and the checkout button. Complex, cluttered designs with too many options can overwhelm visitors, leading to frustration and site abandonment.

Content Clarity and Accessibility

What you say and how you say it also impacts UX. Content should be easily digestible and accessible to everyone. Let's say an educational platform is promoting online courses. The text on their landing page should be concise, free of jargon, and formatted in a way that makes it easy to read—using bullet points, headers, and short paragraphs. Additionally, including alternative text for images and ensuring the site is navigable via keyboard are important aspects of making a website accessible to people with disabilities, thereby improving UX for a wider audience.

 

Real-World Example: Travel Booking Site

Consider "GlobeTrotter," a travel booking website. Their landing page features stunning images of destinations, but their user experience sets them apart. The search function is prominently displayed at the top of the page, asking visitors only where they want to go and their travel dates. Results load quickly, and options are presented clearly with price comparisons, making it easy for users to make informed decisions. GlobeTrotter also offers live chat support, where users can get immediate help if they encounter any issues. This combination of speed, clarity, and support creates a positive UX, encouraging visitors to book their travel through the site.

 

The user experience on a landing page is about much more than just aesthetics. It’s about creating an environment where visitors feel welcomed, understood, and guided towards their goals with ease. By focusing on speed, navigational clarity, content accessibility, and providing support, businesses can craft landing pages that draw visitors in and convert them into loyal customers.

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