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The purpose of effective web design is to provide relevant experience. The path from creating great landing (langing) pages to online advertising is strategically important for any company.
At the very least, this should aim to be one of those. But how can you be certain that you're heading in the correct direction, i.e., that you're receiving a good return on your investment? There is no exact formula since the web is continually growing with user behavior in mind.
Many people feel that the key to exceptional craftsmanship is to focus on usability principles like clear navigation, space, and compelling but not boring content.
Landing pages are most effective when their content is based on a promotional basis. In accordance with this type of landing page, the content is concise and focused on one unique piece of attractive information.
Tell a story or sell a product using impressive imagery rather than just retelling and describing the purpose in long, worthless prose.
Feature your web page with clear, easy and understandable navigation and short calls to action. Landing pages should function similarly to brief advertising in that they should easily guide visitors to the desired action.
Making a good first impression is just as important in the real world. When browsing a page, the first thing a visitor should notice is a clear and understandable title. Make sure the title properly and simply describes what the visitor is seeking.
Visitors don't read; they scan the text to determine if a page meets their requirements or not. Visitors will be able to understand the key points if there is enough white space.
Answer any potential "why?" and "why not?" questions. Limit yourself to 3 or 4 important ideas and don't mince words when making solid suggestions.
Grabbing attention is what buttons are for. Let the visitor immediately notice the button on the page. The unusual shapes of buttons are quite attractive to visitors. Moreover, do not skimp on the size of the buttons. Size matters, although button placement on the page needs to be tested.
Branding, trust and security icons, and testimonials will provide a margin of credibility and give confidence to visitors who want to purchase something.
Any good salesperson has something to say to convince potential buyers who are hesitant. Imagine that your landing page is your online merchant. Have at least one compelling motto right above your call to action. Herding calls like "Join thousands of users..." can also improve visitor trust and increase conversions.
Direct calls to "Buy", "Add to Cart", or "Subscribe" indicate a commitment that the visitor may not yet be ready for, which lowers the conversion rate. A softer call to action like "Try it" can take the visitor further and ultimately increase conversions. The best calls to action are no more than 7–12 words.
What you read above is not a finite list: Content optimization is a small step that can bring a good harvest in the form of material rewards.