CX Insights

How to Crack The Code to an Intuitive Landing Page

5 min read

A Landing Page can make or break your website – it’s the first thing your visitors engage with when they visit your site. It can determine if they stay around to read more, or close the window without ever looking back.

That being said, it’s very important to come up with a well-designed, well-written, visitor-oriented and intuitive Landing Page. One that will serve as the ‘Business Card’ of your website. It should be so reflective of your business/product, that you’d carry a small version of it around in your pocket – handing it out at parties to other professionals.

Here, you’ll find four essential tips on cracking the code to an intuitive landing page:

1: Focus On Readability

The concept of “readability” refers to how accessible and readable your website is in the eyes of your visitor. As you may know, visitors want to find the information they are looking for in a fast, efficient and effortless manner – they don’t want to browse through tens of pages of text, or be bothered with content that is very hard to read.

Studies demonstrate that the average Internet user reads only 28% of text on a webpage- that’s less than a third! (Truthfully, this study is from a few years ago. It goes without saying that number has decreased with time.)
What does this mean for you? Easy-to-read, accessible content is integral to the success of your landing page. There are several important aspects you need to consider when improving the readability of your website.

Firstly, text must be large enough to be read. Stick to essential information and do not write more than 60 characters per line. Secondly, it’s important to use appealing formatting: bulleted lists are very important when you try to emphasize on a certain aspect, and so is italicized text. Bold text can be used as well, but be careful not to overdo it, else it’ll turn users away. (WE KNOW YOU’RE EXCITED BUT DON’T VIRTUALLY-SHOUT AT YOUR CUSTOMERS)

2: Improve Page Loading Times

The loading time of the landing page also plays a crucial role. Your visitors won’t wait long. Even a small improvement of several milliseconds can make a difference. Some may patiently wait for your low-grade technology to catch up, but a whopping 40% said they’re already on another website if a page takes more than 3 seconds to load.
Jason Fried, founder of Web Design company, 37Signals, explained that, “Improving speed to make something 25 percent faster is a much more valuable feature than a brand-new feature.”

The good news is that reducing page load time is a rather simple affair. Start by reducing the size of media files (pictures, videos and music), eliminating flash files, and reduce the number of plug-ins to a minimum. Stick to only the files and plug-ins that you need. Your website will not only load faster, but will look better without the redundant clutter. Besides this, you can also find a variety of website speed tests which can help you monitor the performance of your site and to keep an eye on the page loading time.

3: Ensure Your Landing Page Is Mobile-Friendly

We’ve said it before and we’ll say it again – your users are impatient: 30% of web users said their maximum wait time is only 6-10 seconds, before they abandon your page.

Phones have evolved to such an extent that the vast majority use them to access the Internet, usually on-the-go. This is why more and more sites have started to make themselves mobile-friendly – a website that is not properly optimized takes too much time to load, and the content is often displayed inappropriately. Not a great first impression to your site. Mobile visitors will give you maximum ten seconds: if the website does not load correctly within that time frame, you’ve lost a visitor.

4: Improve ‘Searchability’

Another aspect of utmost importance is ensuring users can find what they need, fast. Users shouldn’t have to search through heavy content on each page to find the answers they are looking for.

An easy remedy to this ‘wondering user’ conundrum is to include a search bar in an easily identifiable location. Here’s an example you can probably relate to: Remember when you updated your iPhone to the latest iOS software? You probably experienced the same confusion I did – the search bar was gone.

Even us tech-savvy users ended up at the help page to find that they’d moved the search bar. It was irritating, to say the least (who uses FAQs anymore, anyways?). Having an effective search bar is actually one of the most cost-effective and simplest modifications that you can make to your landing page – and it can make a tremendous difference regarding your website traffic.

The Bottom Line

A great homepage can be much more than a collection of graphics and content. Your job, as a UX designer (or enthusiast) is to make the page fun, enjoyable, and simple.

These are four important steps that you need to take to make your landing page as intuitive and user-friendly as possible. Apart from the mobile optimization step- which requires more planning – all of these adjustments are very simple and straightforward and you can easily bring the necessary modifications by yourself.

I’ll leave you with my favorite design quote:

“Give users what they want- and a little more. In addition to enabling users to use your service effectively and efficiently, make them also think, ‘Wow, this application is genius.’ Exceed their expectations desirably. If you do so, they will use your website or app not because they have to but because they want to.” (Helge Fredheim – Why User Experience Cannot Be Designed).

Megan Wilson is the Lead Author & Editor of UX Motel– the User Experience Blog. She is also the Quality Assurance and UX Specialist at WalkMe. Follow her on Twitter @UXMotel

Megan Wilson
Megan Wilson is the Lead Author & Editor of UX Motel- the User Experience Blog. She is also the Quality Assurance and UX Specialist at WalkMe. Follow her on Twitter @UXMotel