Create the Perfect Landing Page.

Today I will be talking about designers, more specifically UX and UI designers.  How are they different? Why should you know the difference?  Next, I will be sharing tips on how to create a successful landing page.

First here is a quick overview of what UX & UI are and an example of what each designer does:

U X & U I  D E S I G N E R S

UI-Vs-UX

User experience designers (UX) are concerned with how the product feels.  Their job is more concerned with the overall flow and the fluidity of progression from one step to the next on a website.  One way to test this is through an in-person test.  Watch how one interacts with say, your company’s website.  Then receive feedback on troublesome areas to help create a smoother experience for your users.  UX designers focus on how to make a seamlessly enjoyable experience for your engagers.

User interface designers (UI) are concerned with how the page is laid out.  They are the designers of each screen and page the user interacts with.  They communicate the message the user experience designer has laid out.  They decide the specifics, like where things should go.  For example, you may notice the login button is commonly placed in the upper right corner of a web page, little did you know a UI designer was more than likely responsible for that decision.

So, you are seeking to hire a designer

UI and UX are commonly used interchangeably, but that does not mean you should disregard understanding the difference between the two.  They each perform different jobs, and when seeking someone to help with your own user experience, say for your startup, you need to consider which type of designer you are looking for by first determining your objective(s).  If you are still unsure of which type of designer to hire, include in the job description exactly what you would like them to do.  Some designers perform both UI and UX roles, so you just have to specify the actual duties expected of them.  Let’s say you want someone to do it all, well include that and maybe drop the title of a specific designer, and just title the job, “Designer”.  Many startups do this, it basically just comes down to what you need to get done.

To learn more about choosing a designer or other types of designers like graphic designers and motion designers, go here.

What Do Top UX Executives Have To Say?

  1. Be Observant.  Study those around you, including your boss and your boss’s boss.
  2. Be Empathetic.  Feel your users day-to-day pressures and worries by listening.  Sit down with your partners and ask them how you can help.
  3. Form Trust.  Building long-lasting relationships is a process, it does not magically happen.
  4. Make UX Relatable.  Many of your partners and/or customers may not feel comfortable with the idea of UX.  This is where 1 through 3 come in to play.  Be observant, be empathetic, form trust all through listening.  From there, introduce UX in a way that they can understand.  Let them feel like they are a part of the process.

If you want to read the entire article, click here.

L A N D I N G  P A G E S

landing-page-01

Now what about this thing called a landing page

For those of you who did not know, landing pages are the first initial point of contact for your users.  They are a place you want to send traffic, like an email sign-up page, sales page, content landing page, and so on.  In short, it’s the doorway to first impressions and it needs to be awesome!  Attention-grabbing, uncluttered, eye-catching, and bold are all adjectives you want people to use when describing your landing page.

5 Tips to Landing Page Success:

  1. Make it clean & simple. (It’s easier than you think!)
  2. Have a clear call to action.
  3. Design click-ready creative.
  4. A demo video on the landing page can increase conversions by 10-20%!
  5. Target potential buyers, like return traffic with a promotion or special offer. (Check out geofencing!)

Additional Bonus Tips to A Killer Landing Page!

  • Effective landing pages ask for one specific action.
  • Write in second person (you and your)
  • Write a clear persuasive message.  Save the creativity for your social media accounts, like Facebook.
  • Keep your most important points at the beginning of paragraphs.
  • Make your first paragraph short. (1 to 2 lines long)
  • Know your competitors.  Check out their design and decide what you like and dislike.
  • Last, but not least! DO NOT ASSUME, TEST EVERYTHING.

If you’re still not satisfied with the above tips and tricks, or you’re looking to learn everything about landing pages, check out this detailed guide to writing landing pages.

Here are some examples of excellent landing pages:

1. This first example is clean, simple, and has only one clear goal “Sign up Now”.

2. This next example comes from Square Space.  Their landing page is eye-catching and inspiring, with again only one objective in mind.

3. The last example is from Gengo.  This landing page has a minimalist design with a clear understanding of who they are and what they do.

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2 thoughts on “Create the Perfect Landing Page.

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