The best landing page design gets this right.

Statistical Validity CRO test

I would like to propose an interesting question to you: what does the best landing page design need to get more conversions?

At the heart of this digital conundrum lies the landing page design, that essential piece of the internet puzzle that bridges the gap between a Google search and the fulfilment of a customer’s desire.

A great landing page can pay off in spades.

With the right design, it can be the key to unlocking a treasure trove of conversions, leads, and sales by seizing the visitor by the collar, making them sit up and take notice, and convincing them that you are the solution to the problem they’re facing.

landing page design high conversion rate - gogochimp chris mccarron
A landing page design for our client Transport Innovation (by Chris McCarron)

Designing a landing page with a high conversion rate is not for the faint of heart.

It requires every element to be crafted with the utmost care and placed with surgical precision.

Every word on the page is the difference between a conversion and a bounce.

So saddle up, my friends, for a journey through the land of landing pages, a place where every pixel counts, the copy is king and the design is queen.

Keep your landing page design simple.

A cluttered landing page can be overwhelming for users and detract from the main message.

Keep your design simple, with clear and concise messaging, and focus on making it easy for users to find what they’re looking for.

Use high-quality visuals.

Product images play a crucial role in the psychology of online shopping and can greatly influence the purchasing decisions of website visitors, both male and female.

  1. The Power of Visuals:

    Visuals have a powerful impact on the human brain, influencing our emotions and perceptions.

    Product images, in particular, can evoke feelings of desire and motivate website visitors to take action, whether that be making a purchase or conducting further research.
  2. Gender Differences:

    Gender can play a role in how images increase conversion rates on a landing page or product page.

    Research suggests that women tend to respond more positively to images that feature people, while men tend to respond more positively to images that feature detailed images of the product.
  3. The Importance of Context:

    Context is crucial in the psychology of product images as the placement, size, and overall design of product images on a website can greatly influence how website visitors perceive the product and whether or not they are motivated to take action.
  4. The Influence of Color:

    Some research has shown that the use of specific colours can evoke different emotions and influence website visitors’ perceptions of the product.

    For example, the colour red is often associated with energy and excitement, while the colour blue is often associated with trust and stability.
  5. The Role of Product Detail:

    Product detail is another important aspect of the psychology of product images.

    The amount and type of product detail featured in images can greatly influence website visitors’ perceptions of the product, its quality, and their motivation to purchase.
  6. The Influence of Aesthetics:

    Aesthetics are important because website visitors often make purchasing decisions based on the overall aesthetic appeal of the product and its image.

    This includes factors such as composition, lighting, and styling.
  7. The Importance of Consistency:

    Consistency is key in the psychology of product images. By using consistent imagery and design elements throughout your website, you can create a cohesive and trustworthy brand image that influences website visitors’ perceptions and purchasing decisions.

Strong visuals can make a landing page more memorable and engaging.

Use images and graphics that are relevant to your product or service and make sure they are high-quality.

Focus on the user experience when designing a landing page.

The user’s experience on your landing page should be seamless and intuitive.

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Make sure your page loads quickly, navigation is easy, and the user’s path to conversion is clear.

Use a landing page design with high-contrast colours.

The psychology of colour is a powerful tool in the world of website design and marketing.

Here’s how you can use the principles of colour psychology to effectively leverage contrasting colours on your website.

  1. Understanding Color Theory:

    Colour theory is a system that describes the relationships and interactions between colours.

    In the context of websites, colour theory can be used to create visual interest, evoke emotions, and guide the user experience.
  2. The Power of Contrast:

    Contrast refers to the difference between two colours, and it’s a powerful tool in website design.

    By using contrasting colours, you can create visual interest, guide the user’s eye, and highlight important elements on your website.
  3. Choosing the Right Colors:

    When choosing colours for your website, it’s important to consider both the emotional associations of each colour and how they will interact with one another.

    For example, blue and green are often used together to create a calming and soothing effect, while red and yellow are often used together to create a sense of energy and excitement.
  4. Creating Visual Interest:

    By using contrasting colours, you can create visual interest and attract the user’s eye to important elements on your website.

    This can be especially useful for drawing attention to call-to-action buttons, headers, and other key elements.
  5. Evoking Emotions:

    The use of contrasting colours can also be used to evoke specific emotions, such as excitement, happiness, or calm.

    For example, using contrasting red and yellow can create a sense of energy and excitement, while using contrasting blue and green can create a calming and soothing effect.
  6. Enhancing Brand Identity:

    In addition to creating visual interest and evoking emotions, the use of contrasting colours can also be used to enhance brand identity.

    By choosing a unique colour palette and using contrasting colours in a consistent manner across your website and other marketing materials, you can create a strong visual brand identity that resonates with your target audience.
  7. A/B Testing Colours:

    To maximize the impact of your use of contrasting colours, it’s important to use A/B testing to continually refine and improve your approach.

    This involves creating two versions of your landing page design and testing different elements, such as the placement, type, and format of your colours, to determine which approach is most effective in creating visual interest, evoking emotions, and enhancing brand identity.

The psychology of colour and the use of contrasting colours is an effective way for you to draw attention to what you want your user to look at.

High-contrast colours can help grab the user’s attention and guide their eye towards the call-to-action (CTA).

In addition, by understanding color theory, leveraging the power of contrast, choosing the right colours, and evoking emotions you can create a visually compelling landing page design that resonates with your target audience in a strategic and effective manner.

Include customer testimonials and social proof.

Here’s how you can leverage customer testimonials and social proof on your landing page design to get a high conversion rate.

  1. Social Proof:

    Social proof is when people look to the actions of others to determine their own behaviour.

    In the context of websites and landing pages, social proof can be used to build trust and credibility with potential customers by showcasing the experiences and opinions of others who have used your products or services.

    For example reviews, testimonials and real-time notifications whenever someone converts.
  2. Customer Testimonials:

    As mentioned previously, customer testimonials are a form of social proof that can help build trust with potential customers.

    By sharing real customer experiences and opinions, you can demonstrate the effectiveness of your products and services, as well as the positive impact they have had on the lives of your customers.

    The key to a great testimonial is detailed information that ideally covers the problem the person was facing, what they tried to solve the problem and how you were the solution to the problem.
  3. Make Testimonials Visible:

    It’s important to make your customer testimonials and social proof highly visible on your website.

    This can be done by placing them in prominent locations on your landing pages, product pages, and homepage, as well as through the use of eye-catching graphics, images, and videos.
  4. Use Video Testimonials:

    Video testimonials provide customers with a more personal and engaging experience.

    Feature real customers discussing their experiences with your products or services.
  5. Use A/B Testing:

    In order for your landing page design to maximize the impact of your customer testimonials and social proof, it’s important to use A/B testing to continually refine and improve your conversion rate.

    Use A/B testing with different elements, placement, types of social proof, and format of your customer testimonials, to determine which approach is most effective in building trust and credibility with potential customers.
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Using customer testimonials can help build trust and credibility with potential customers visiting your landing pages.

Make sure to choose testimonials that highlight the benefits of your product or service and include a photo of the customer to make the testimonial more relatable.

Optimize landing pages for mobile devices.

With more and more users accessing the internet on their mobile devices, it’s crucial to optimize your landing page for mobile.

This means having a responsive design that adjusts to different screen sizes and providing an easy-to-use experience on smaller screens.

Optimizing landing pages for mobile devices is critical in today’s digital landscape, where more and more consumers are accessing websites and online services through their smartphones and tablets.

Here is how to approach optimizing landing pages for mobile.

  1. Start with a mobile-first mindset:

    When optimizing your landing pages for mobile devices, it is essential to start with a mobile-first mindset.

    This means designing and developing your landing pages specifically for mobile devices and adapting your content and design to meet the needs of your mobile audience.
  2. Keep it simple:

    Simple and straightforward designs are essential for mobile landing pages.

    Overloading a page with information, images, and interactive elements can lead to slow load times, decreased engagement, and frustrated users.

    Keep your landing page simple and focused, using clear, concise language, and simple visuals to communicate your message effectively.
  3. Use responsive design:

    Responsive design is a crucial aspect of optimizing landing pages for mobile devices.

    This approach adjusts the layout and design of your landing page based on the size and orientation of the device it is being viewed on.

    By using responsive design, your landing pages will provide a seamless and consistent experience for your mobile audience, regardless of the device they are using.
  4. Minimize load times:

    Load times can have a significant impact on the user experience and engagement on your landing page.

    To minimize load times, optimize your images and reduce the size of your files, use a fast and reliable hosting solution, and minimize the use of heavy, interactive elements like videos.
  5. Consider touch targets:

    Mobile devices are often operated by touch, so it’s essential to consider touch targets when designing your landing pages.

    Ensure that buttons and links are large enough for users to tap accurately and that there is sufficient space between elements to avoid accidental taps.
  6. Use clear call-to-action buttons:

    The call-to-action is a crucial element of your landing page and should be prominently displayed and easily accessible to your mobile audience.

    Use clear, concise language and high-contrast colours to make your call-to-action buttons stand out, and place them in a prominent location on the page.
  7. Test your landing pages:

    Testing your landing pages on a variety of devices and browsers is essential to ensure they are optimized for mobile.

    Use tools like Google Analytics to monitor your landing page performance and track important metrics like load times, bounce rates, and conversion rates.
  8. Continuously improve:

    Optimizing your landing pages for mobile devices is an ongoing process.

    Continuously monitor and analyze your landing page performance, test new designs and strategies, and make updates and improvements as needed to ensure your landing pages are providing the best possible experience for your mobile audience.
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A/B test your landing pages.

A/B testing is a critical aspect of landing page design and optimization.

It involves presenting two versions of a landing page to a split sample of visitors, measuring the performance of each page, and selecting the version that performs better by having a higher conversion rate.

Here are a few tips on how to approach A/B testing:

  1. Start with a clear objective:

    Before you begin A/B testing, it is essential to have a clear objective in mind.

    This could be to increase conversions, improve engagement, or reduce bounce rates.

    This specific goal will help you measure the success of your A/B tests and perhaps guide your design decisions for your variant landing pages.
  2. Be data-driven:

    A/B testing is not about taking gut decisions. The success or failure of an A/B test should be based on data, not personal opinions or assumptions.

    Ensure that you’re gathering as much data as possible and that the data can be trusted.

    During the analysis of the performance of your current landing page, use it to guide your hypotheses for your A/B test.
  3. Focus on one element at a time:

    When A/B testing, it is essential to focus on one element at a time, such as the headline, call-to-action, or layout.

    Changing multiple elements at once can make it difficult to determine the impact of individual changes, leading to inaccurate results.
  4. Use a control group:

    To ensure accurate results, use a control group, or the original landing page, as a baseline to compare your test variations against.

    This will help you understand the impact of the changes you make and accurately measure the success of your A/B tests.
  5. Test for a sufficient amount of time:

    A/B testing requires patience. Test each variation for a sufficient amount of time to allow for statistically significant results.

    A/B tests that are too short may not provide accurate results, and tests that are too long may lead to decreased relevance.
  6. Analyze the results:

    Once your A/B test is complete, it is essential to analyze the results and draw conclusions from the data.

    Look for patterns, trends, and insights that can inform your design decisions and guide future A/B tests.
  7. Implement the winning version:

    Once you have analyzed the results of your A/B test, implement the winning version on your live landing page.

    Continue to monitor the performance of your landing page and iterate on your design decisions as needed.
  8. Repeat the process:

    A/B testing is an ongoing process.

    Continuously test and iterate on your landing page to continuously improve its performance.

Continuously testing and refining your landing page design is key to maximizing its effectiveness.

Use A/B testing to try different variants of your landing page.

Summing it all up.

In conclusion, by keeping these tips in mind, you can create a landing page that is both effective and inspiring.

Remember to always prioritize the user’s experience and keep your design simple, clear, and focused on driving conversions.

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