Up until about 5 minutes ago, every time I saw in my digital marketing syllabus that my blog post for May 4th would be written about UX/UI and landing pages, I was extremely confused. I’d just ask myself “what the hell is a UX/UI and what’s that got to do with marketing? And what does a landing page even mean?”
Well, I’m happy to say I can tell you! 🙂
What’s so important about UX/UI?
UX stands for “User eXperience” and designers in this realm are mainly concerned with how the product feels, making sure that it does exactly what it’s supposed to do for the customer, and logically flows from one step to the next. This is where marketers can use extreme design creativity, and get to work hands on with software such as Photoshop, Illustrator, Fireworks and InVision. These designers use wireframes, or a rough guide/sketch of how the website or app will look. With the main focus being about the eXperience, there is lots of testing done with actual users to see what works and what doesn’t.
UI stands for “User Interface” and designers in this realm are mainly concerned with how the product is laid out. Responsibilities for a designer specializing in user interface is creating a cohesive and integrated design language and style guide for the website or app of a company. They also can have such specifically detailed decisions to make such as whether to use a slider or control knob to increase/decrease the size of a graph.
It’s fairly common for companies to combine these jobs into one, because the lines between their job descriptions often can be blurred. They typically use the same software to design their UX and UI platforms and their job duties intertwine so seamlessly.
Most people probably categorize UX and UI designers with graphic designers, however graphic designers work at a much more detailed level, usually within photoshop, and do a much different job than what the user experience and user interface designers do. This is something that initially surprised me while learning about this marketing topic! I’ve taken 2 graphic design courses in high school, and through my personal experience with it, and now learning about UX and UI designers, it actually makes perfect sense that they are so different. Lastly there are motion designers. These are the people that are responsible for the subtle movements that happen when you decide to refresh your Facebook app on your iPhone.
What’s so important about landing pages?
Landing pages are important for helping customers along in the process of getting them to your conversion goal. A landing page, simply put, is another page separate from your core website, that a user can “land” on, and is designed for a single objective. Important factors that go into a landing page are that you should keep it simple and clear to use, create a precise call-to-action, and make it creative and aesthetically pleasing. Also, an incentive to close the deal is what will be the final push to get the user to reach your intended objective.
Good landing pages will target a specific audience, such as those who click on your pay-per-click ads. You’ll need to create a separate landing page for each of these different audiences you will have. Important questions to ask yourself from the HubSpot article How to Create a Landing Page include
- What exactly is being offered? : basically, what’s in it for me if I give you all my info
- What are the benefits of the offer? : tell them why they can’t live without it
- Why do they need the offer now? : create a sense of urgency
- How does the user get the offer? : an easy page to get the lead to convert
Landing pages are just another tool to help your customer along the path to eventually making a sale or whatever your end objective may be (sign up for email, download e-book, etc). Making sure you perfect your conversion process is how you’re able to get leads and a landing page is one of the building blocks for this process. First, you need a great call to action, that will lead to a landing page, then lastly the thank you page. While each of these pages is important in their own way, the landing page is extremely important for actually closing the deal you want made! Landing pages are your digital sales reps.
There are many different ways to set up your landing page design, and plenty of different websites to help you create the best, integrated one for your business. Here are 8 great landing page designs you can check out as well as 6 Fantastic Landing Page Examples.
Just remember, always keep your end goal in mind, and be sure your landing pages are what will help get you there!