Make People Click! Driving Traffic and Viral Sharing Through Landing Page Design
Your landing page is where we want the visitor to feel the impulse to engage. It is through the art of design that will direct your visitor’s eyes from point to point. And it is the offers you give that will trigger the impulse. People click on links and buttons and give their email address to companies because they want something from your product or brand. They want to be connected to it and the brand experience.
· Free product offers or digital coupons
· Sweepstakes and Contests buttons
· Links to Facebook, Twitter and other social sites
· Links to more information about your brand or product
Above is an excellent example how SML’s Smiley360 platform used a landing page to direct Millennials to download a $1 off coupon to Campbell’s Go™ Soup. Visitor’s were directed to “Complete the Story” and fill out the form – we all know how much fun it is to play this game. Notice where the “Submit” button is placed; people intuitively clicked – the impulse to see their story on screen is created and an emotional desire to move through the page is ignited.
The promise is delivered! The “Story” our visitor completed is on screen in a tablet which they can share on Facebook and Twitter. And then BOOM! A $1 off coupon to buy Campbell’s Go™ Soup. The user had an enjoyable, interactive brand experience – the message is “we are fun and we get you” What’s the next step? Buy the soup and here’s a dollar towards it. Brilliant.
Just for Men® Movember®Campaign’s goal was to drive site visitors to the Movember®website in order to join the Mo Bro movement. We used the product’s branding to create an informational landing page. Notice the bold headline on top, white type on a black banner – different than the black type of the body copy on the gray background; making the headline pop.
The design guides the visitor’s eye from the headline, to the brand logo and then down to the body copy. This is important because Movember®has a cause and message – to raise awareness and funds for men’s health and we want our visitor’s to read this and know of Just for Men’s®humanitarian campaign.
The Call-to-Action is strategically placed right below the copy and centered with the logo to direct the visitor to act. Now, if a visitor is still not sold on the idea of joining, we placed a link for them on the right side of the page to find out more information about Movember®. This gives the brand the opportunity to go into detail about the Movember®movement for a second chance to get the visitor to join.
Below is an example of a Sweepstakes for Azo. The primary goal of this landing page is to get our visitor’s to click on the pink button to watch videos and suggest a song for a chance to win prizes and money. The most important part of the visitor’s experience is to connect – to be an integral part in the creative of the brand while having a chance to win something in return.
Unlike the Just For Men page above, whose primary goal was to inform and instigate an emotional response to join, Azo creates excitement about a visitor being an active creative partner.
The challenge for this page was to present the other ways to connect in addition to the sweepstakes. In keeping with the comic book branding of Azo which you find on their website – we created location and email icons to keep the page highly visual and used typography that evokes the esthetic of a comic book.
This is an example of a visual page where the client wants the visitor to connect through several different avenues.
Here are a few things to keep in mind with your landing pages:
· Direct your visitor’s eyes though the page to activate their interest in the Call-To-Action
· Brand the page
· Make it visual, fun and interesting
· And if there are several CTAs, place them in a hierarchy that is intuitively understood
Rachel Albanese is a freelance graphic designer. Visit her blog here.