The Perfect Landing Page-Designing for Conversion

How is your Contact Us form designed?


When a visitor starts a form, there is intent behind their action. They want to complete the form to achieve another goal, and that goal in most cases is one that will both benefit the visitor and your business. If they begin the form and then abandon it without submitting it, something has gone wrong. Something has overcome their original intention; some negative experience has eroded their sense of purpose. It is your responsibility to eliminate the triggers that cause visitors to leave your form.

The most important element of any landing page is the conversion goal. When constructing your landing page form, think of the following seven best practices.

Only Ask for Information You MUST Have

Landing page forms are one of the most important parts of a landing page, but so many advertisers get them wrong. Too long, and you risk deterring prospective customers from converting. Too short, and you may not gather the information you need to qualify visitors as worthwhile leads or data entry requires a strict format (Shewan, 2015).

Sometimes, you’ve just got to stop and admire a landing page for being beautiful. Using high-resolution photography and lots of white space, H.BLOOM’s landing page is a pleasure to look at. Besides its beauty, the page has some great conversions elements: an above-the-fold form, clear and concise description of what’ll happen when you fill out the form, and even the bright orange “Submit” button (Soskey, 2015).

Screen Shot 2015-11-02 at 9.55.25 PM 

Don’t Be Afraid of White Space

Whitespace is blank space used strategically on your page to make certain areas standout. Place whitespace around features like your heading, lead-capture form, and CTA (Call To Action) button to give them room to breathe. This will make your page very clean, and force potential leads to focus on what’s important.

Spend Time Crafting the CTA

Web surfers encounter forms every day, but chances are they hardly think twice about them so think about your call to action. What brought them to your site? Why do they need to contact your business for more information?

Use Radio Buttons to Minimize Typing

Make it easy for people to convert by including radio buttons. Radio buttons work very well for situations in which there are only a few options, or entering the data manually would be tedious for the user (Shewan, 2015).

Use Directional Visual Cues

The most important aspect of your landing page design is to focus the visitor’s attention on the conversion area. Call attention to your most important page elements by using strangely placed and angled arrows. Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA (Gardner, 2012).

Design Your Landing Page Forms for Mobile

First, understand when and why your users use your form on mobile devices. Second, identify the primary content or fields for the tasks.

Remember web access from mobile devices could be constrained by various factors: (1) the use environment where the user could be in a busy and crowded place. Sun or light reflection might be an issue or users may be multitasking and under time pressure; (2) the network (slow or an unstable connection); and (3) and the device itself (small screen) (Tan, 2011).

Your mobile form can be a completely different version of your desktop form just simpler and a cleaner interface.

Test Everything





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About kcmmarketing

KC Media is an Advertising Media and Marketing Communications company focused on promoting brand awareness, helping clients gain market share and increase sales. KC Media services are tailored to align with its client’s marketing and advertising needs and goals. KCM will provide clients with a broad range of “winning” marketing consulting services. These services include strategic planning as well as tactical implementation. Strategic planning utilizes those processes that lead to an executable marketing plan by identifying areas of opportunity, market segmentation, competitive analysis, and by designing and implementing a plan to reach the desired market most effectively and efficiently. This will serve as a detailed road map for the planning and supervision of all marketing activities. Once completed, the tactical process is initiated leading to the execution of the plan. Other services include multicultural advertising and digital marketing strategies. KC Media also serves as a freelance media specialist for large and small marketing/advertising agencies. If there is a special project for a client, an emergency client pitch, or a need to expand your media department temporary KCM can handle all the elements of media; the planning, research, negotiating, activation, traffic and account management. KCM is a results-driven company that provides a complete range of services with the intention to evaluate various marketing communication tools; choosing those that are best suited to the client’s requirements. Those tools are then combined in such a way as to create meaningful, effective marketing for optimal results.
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