12 Design Considerations for Optimized Landing Pages
"It’s just the order card." I hear this all the time from young creatives and marketers alike. This can be one of the most overlooked parts for a campaign, direct mail package and/or landing page. Yet it shouldn’t be. That's your cash register — where you can lose a sale if the messaging is difficult to figure out, hard to complete, and unclear what to do next.
Let’s dive into digital order forms and explore some best practices for how you can design landing pages that will help close the sale instead of frustrating your page visitors.
12 Design Considerations to Optimize Your Landing Pages
1. Roadmap the page: The layout is critical. Create a clear path for your customers to follow. It should be obvious where to go and what you want them to do step by step.
2. Hit them in the face with a frying pan: Don’t be clever or cute. Be obvious. You have only a few seconds before they get confused, frustrated, lost or simply change their mind.
3. Deliver a clear page headline: Have a headline that clearly spells out the purpose of the page. Place it at the top as the start of your page roadmap.
4. Use visual cues: People "read" pictures faster than words. So be sure to include your logo, a picture of your product, your call to action (CTA) button, color blocks and containers.
6. Use contrasting colors: Color can be a powerful tool. It can help you roadmap your page and make it clear where users need to pay attention. This is most important when it comes to your information collection and your CTA.
Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.