UX, UI, & Landing Pages: Why Are They So Important?

As a company, how you are perceived plays a big role in converting potential leads into customers.  Which is why having a good user experience can be vital in those conversion opportunities. UX (User Experience) is how a person’s behaviors, attitudes, and emotions affect their opinion about a specific product or service. UX designers are responsible to create and refine the best user experience for each visitor. While UX designers are concerned with how the product feels to the customer, UI (User Interface) is concerned with how the product is laid out. This article here goes into a little more depth about each one and how important they can be. UI designers are responsible for designing each screen or page which a user interacts on. Both UI and UX can be extremely important in attracting new customers and keeping old ones because let’s face it, nobody wants to be on a website they can’t understand. So what are the most important things to know for successful UX and UI design? First, here is a article on the basic need-to-know skills of UX and UI design. Before everything, knowing your objectives and what you want your users to experience during their website visit is vital in customer retention. Also, here are 4 techniques of successful UX executives. The four techniques include:

  1. Study those around you as you would study your users – Understanding those around you provide critical information to use when building a business strategy.
  2. You must have empathy – Having empathy to really feel and understand the day-to-day pressures of your partners is important because you can transform the understanding through empathy into a strategy for mutual success.
  3. Take the long view and build relationships – Forming trust and long-lasting relationships that allow you and your partners to move forward together  is important because because customers don’t just have a relationship with to a single feature, the the experience as a whole.
  4. Remembering that people may not understand UX – It  is important to know that partners may not be familiar with UX and it’s important to take the time to teach them.

One of the most important features of UI and UX design can be found in this article here. First, they talk about the initial point of contact and how that first impression can be so important. A few tips they describe are:

  • Making it clean and simple-to-use
  • Offering a clear call to action and robust incentives
  • Designing attractive, click-ready creativity

One point I found very important to know about UI and UX is that A/B testing your pages will help you decide which webpage will have the highest success. For more information on A/B testing, check out my previous blog here. Just cause the design team thinks a webpage is user-friendly, there could be one that is even better which is why letting the customer decide is most important in your conversion rates. Another important point to remember is constantly updating your website and using analytics to see what works and what doesn’t. While UI and UX can provide the chance to increase the customer experience and conversion rates, it is the website’s landing page that is designed to convert visitors into new leads. For more information, here is a blog on what is a landing page. This blog is adamant that a landing page is not any web page that a user might land on, but a page on the web which one might land on that either has a form and exists solely to capture a visitor’s information through that form. Here is a little but more of a detailed guide on creating landing pages. Here are 10 tips on creating your landing pages:

  1. Make sure your headline refers directly to the place from which your visitor came or the ad copy that drove the click.
  2. Provide a clear call to action – meaning tell your visitor what they need to do.
  3. Write in the second person – you and your.
  4. Write to deliver a clear, persuasive message, not to showcase your creativity or ability to turn a clever phrase.
  5. Your can write a long copy as long as it’s tight – Think long copy when you’re looking to close a sale and think shorter copy for a subscription sign-up or something of that nature.
  6. Be crystal clear in your goals.
  7. Keep your most important points at the beginning of paragraphs and bullets.
  8. In line with #7, people read beginnings and ends before they read middles.
  9. Make sure your first paragraph is short, no more than 1-2 lines.
  10. Write to the screen – Make sure to frame-out where your text, buttons, and design elements will go.

Here is a picture of what I think, with all these elements, will be a good landing page:

Before showing you some effective landing pages, I quickly wanted to list some common mistakes that crush conversion rates from that same article:

  1. Blowing the headline
  2. Using your regular site design
  3. Asking for more than one thing
  4. Ignoring basic aesthetics
  5. Being lazy

If your landing page is not successful, you may want to reconsider it’s design after thinking about these five reasons. Moving back on to the positives, here are 15 great landing page design examples. A common trend in all of them is the simplicity of the webpage, as well as having pictures and most likely some customer testimonials. In my opinion, out of the 15 different landing pages, this one here seemed to stick out to me the most. hbloom-1

They provided the simplicity of a a 3 step how it works process as well as taking high resolution pictures. This page makes it easy for the customer to sign-up, as well as learn more about the company. Lastly, here is an info-graphic that truly represents how important landing pages are to your conversion rates and just how much they will help your business succeed.


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