Designing a successful landing page is a common issue dealt by Digital/Creative Strategists and Marketers. It often leads to a classic left brain right brain dillemma. The right brain slants towards compelling (creative) landing experience which motivates users to move forward (i.e. take action), the left brain asserts detailing a clear value proposition, testing plan, success/operational metrics, and actionable information from historical data to come-up with an optimal design from the get go. This persuasion will talk about 5 Best Practices to ensure that Landing Page design follows a structured approach.
Step 1: Define Objectives:
Determine the business objective associated with the landing page. Is it catering to one (singular persona) or many? The goal here should be to determine the most effective way to accomplish the business objective based on the end user(s).
Step 2: Evaluate Value Proposition:
This is where leveraging analytics data becomes extremely valuable. In this step one should determine the “motivations” associated with the user needs. Do we want our users to self-serve? Do we want our users to start a conversion process. Do we want them to learn about our services or product promotion? etc. Whatever the case, the goal should be to maximize on motivation of the end user and tying it with Headline, Copy, and Content. The key in all cases is to determine the Value Proposition based on your segment/persona and communicating it crisply and effectively.
