From reading the multiple articles talked about, these are the most important things you need to know about UI/UX design and landing page design.
The article, UI, UX: Who Does What? A Designer’s Guide to the Tech Industry, Fast Company explains the different types of A design jobs from industrial, to print, and to tech. A designer is “an agent that specifies the structural properties of a design object”. Pretty generic right?
Lets narrow that down those roles:
UX Designer (User Experience designer): primarily concerned with how the product feels and the culture of the company. The responsibility of a UX designer is to ensure that the product logically flows from one step to the next.
UI Designer (User Interface Designer): particular about how the product is laid out. They are also responsible for creating a cohesive style guide and ensuring that a consistent design language is applied across the product. Maintaining consistency and defining behavior.
Visual Designer (Graphic Designer): the one who pushes pixels. Focuses on crafting beautiful icons, controls, visual elements and making use of suitable typography, basically sweating the small stuff.
Interaction Designer (Motion Designer): motion designers create animation inside an app. They deal with what the interface does after a user touches it.
UX Researcher (User Researcher): the CHAMPION. This researcher wants to answer these questions, “who are our users?” and “what do our users want?”. Design is a process of constant iteration. UX typically mainstays at large companies, where the access to a plethora of data gives them ample opportunity to draw statistically significant conclusions.
Front-end Developer (UI Developer): responsible for creating a functional implementation of a product’s interface and coding the visual interactions that the motion designer comes up with.
Product Designer: general term used to describe who is generally involved in the creation of the look and feel of the product. A product designer may do minimal front-end coding, conduct user research, design interfaces, or create visual assets.
4 Techniques of Successful UX Executives, explains the process of being a UX professional and how your skills can be oppressed or not able to flourish.
1. Study those around you as you would study your users: Study those around you, many executives have learned to be observant of others around them. Understanding those around you provides critical information to use when building business strategy. Making sure that you are aware of the user’s needs, wants, and desires is always good because designers need to be building products that will speak to them. This will earn you mutual success.
2. Study isn’t enough – you must have empathy:
Have a real understanding of user’s day-to-day, their pressures, their worries. Make this beneficial to your mutual success. Bringing empathy to your design team will transform the effectiveness of your team of designers. Being interested in someone else and wanting to support their goals makes user’s want to support you. Again, that mutual benefit.
3. Take the long view and build relationships:
With study and empathy you can develop these long-lasting relationships. As a UX professional you know the relationship you have with your customers and it is effective to success. People will always remember how you made them feel. So making sure that you do everything you can to make people remember you for who you are is important.
4. Remember, people may not understand UX:
It is also important to know that partners and developers may not be familiar or comfortable with UX. Take time to teach them. Once you understand them you have a better sense of what resonates them. That way you can find a proper way to engage them in the design process. Take time to patiently and creatively explain UX. This will increase your success and the success of UX.
So to recap, just make sure that you study your user’s and customers, have empathy for them so that you can understand what they want, take an interest in building a relationship with them that is going to last, and also remember that the program developers may get impatient with understanding UX. If you do those 4 things, UX Magazine says it will make you more successful with UX.
After the designers have made the pages look amazing and elegant, you need lots of traffic to go to your site. This leads to the discussion of landing pages.
Mashable posted some tips on How to Drive Successful Customer Acquisition. As a business you want to attract customers to your site as much as possible. Some ways to do this is by making sure that the landing page is attention grabbing, uncluttered and bold. Also, make it clean, simple to use with a clear call to action & robust incentives and an attractive click ready and creative design.
The smoother the process for the consumer the more likely a conversion on a sell.
Copyblogger also wrote about landing pages and why they are so powerful. It’s the ability to segment your audience into subsets of consumers to align the right message with the right audience at the right time. Below are some tips that may help when making a landing page.
5 Landing Page Mistakes that Crush Conversion Rates
1. Blowing the headline
2. Using your regular site design
3. Asking for more than one thing
4. Ignoring basic aesthetics
5. Being lazy
Seal the Deal, Part One: 10 Tips for Writing the Ultimate Landing Page
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
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. You can write long copy as long as it’s tight
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 your first paragraph short, no more than 1-2 lines (that’s lines, not sentences)
10. Write to the screen
11. Remove all extraneous matter from your landing page
12. Don’t Ask for what you don’t need
13. Assume nothing. Test everything
Seal the Deal, Part Two: 5 Tips for Designing the Ultimate Landing Page
1. Scrutinize your competition’s design and organization flow of their landing pages
2. Put your most critical landing page elements in the upper 300 pixels of the page
3. Think simple
4. Be obvious and use standard usage conventions
5. Make sure your page loads quickly
Five more tips you’ll want to review and keep handy:
1. Format your page according to the F-Pattern Eye-Tracking Principle
2. Use the same color palette/visual elements from your ads on your landing page.
3. No clipart! Choose a single dominant photo image to be your hero shot
4. Put your message, copy, or image close to the middle of your page
5. Make it easy to complete your input form
“Keep it simple, stupid” applies to your landing pages.
1. Focus on one objective for each page
2. Sales pages should use a vertical flow through the center of the page
3. Eliminate elements that may distract eye path from flow toward the objective
4. Use visual elements (size, motion, color, position, and shape) to draw attention toward the call to action
5. Avoid using off-page links
7 Steps to an Email Opt-in Page That Works
1. Who do you want? – Have a clear understanding of exactly the type of person you want on your email list
2. What do you want them to do? – Every word and element of the page should support the action you want them to do
3. What are the essential elements? – Headline, benefits, call to action, and opt-in form
4. What incentive should you give? – Convince people to sign up for your list
5. How long should your copy be? – Same as it ever was. No longer than necessary
6. How much information should you ask for? – The less form data you ask for, the more people sign up
7. What works better? – Your own split-testing will tell you what works best for your audience
How Crappy Landing Pages Kill Email Campaigns by:
-Use of readable URLs
-Repetition of email promotional copy
-Primary Conversion goals
-Location of the landing page
-Whether the look of the page matches the email and/or website
-Landing page design
-Placement of the primary call-to-action
How Successful is your Landing Page? The 3 Key Metrics You Need to Know:
1. Conversion Rate
2. Home Page Abandonment Rate
3. Cost Per Sale
Then start running your numbers with basic analytics package
10 Commandments of Landing Pages that Work
1. Thy landing page shalt have but one goal
2. Thou shalt not litter thy landing page with false imagery
3. Thou shalt not take the name of an authority in vain
4. Honor thy whitespace
5. Honor thy host, bandwidth, and client
6. Thou shalt not kill (interest with boring copy)
7. Thou shalt not adulterate thy premise
8. Thou shalt not steal (attention, time, coin etc.)
9. Thou shalt not bear false witness
10. Though shalt not covet
Those are soo funny and true regarding what your audience is willing to see and handle on your site.
Next I watched videos from HubSpot Academy: The Anatomy of a Landing Page and they explained to me even more what a landing page is all about and how it works with inbound marketing.
Here is what you need to know about landing pages:
Landing pages are your digital sales rep that works 24/7
The Conversion Process:
The landing page should have a call-to-action where the prospect should be able to make that final conversion that eventually leads to a thank you page. IT is good to have a visitor (unknown) convert into a lead. Converting unknown visitors to known leads provides you the necessary information to begin fostering a relationship. (Not having landing pages is like going on a blind date and never asking for your date’s name.
Inbound concepts boost website conversions: Inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total. Inbound marketers on average generate 2x more leads than non-inbound marketers.
How to build landing pages that convert to leads:
1. Offers: a present of proffer (something) for (someone) to accept or reject as so desired
landing page offer: something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells. Offers must be in harmony with what your persona is looking for based on where they are in the buyer’s journey.
2. Buyer’s Journey: your buyer is searching for information to solve a problem or fulfill a need. They go through three stages in their journey; awareness, consideration, and decision.
3. Buyer Persona: understand the need of your buyer and you will get to understand their persona.
4. Landing Page Best Practices:
-Write clear, concise, compelling headlines
-Explain the value and importance of the offer to your persona
-Use bullet points to make information easily digestible
-Select the appropriate number of form fields for your offer
-Remove navigation and all links
-Include a relevant image, gif or short video
-Add social media share icons
-Add testimonials when relevant
-Use industry awards and recognition
Another video that I watched from HubSpot was Perfecting the Conversion Process
This process is critical because it helps you to get leads!
As a marketer you need to build conversion paths. This includes a call-to-action, landing page, and a thank you page.
As said above; attract your buyer persona and guide them to the sale, use your conversion paths to guide visitors through the buyer’s journey.
You need call-to-actions (CTA) to get the buyer’s attention – these must be relevant to the content where they live and align with the content’s topic. Then the thank page pulls it all together.
CTA Best practices:
-Make your copy action-oriented
-Use an attention-grabbing design
-Make sure to use strong on-page placement
-Test! Test! Test some more.
Thank you page best practices:
-Deliver the offer
-Guide them further through the buyer’s journey
-Include social networking options
Thank you for reading,