User experience refers to the interaction between a user and a product or service. The landing page's primary functions are to shape a new customer's impression of your site and encourage returning customers to interact with your brand. For this reason, it's very important to apply good UX practices on your landing page. Here are some good practice commonalities to consider when designing your landing page:
Consistency is considered to be one of the main keys to UX design. A user-friendly design should always provide a certain degree of consistency. The reason for this is that a user would not want to find a completely new design every time he uses your service – this ideaof "continuous retraining" often leads to frustration and confusion. Key elements to consider are:
Colour - Working with a consistent colour palette is essential to construct a visually pleasing landing page. There are several free online tools to help you identify your ideal colour palette and maintain it consistently:
Font - your website's typeface should be bucketed into different groups: Headings (H1, H2, H3), Body (text, quote, annotation) and Action text (buttons, links, CTA). Ideally, you want to assign a specific font to one of these elements – for example
Spacing - this is a key element for graphic design – print or web design. Spacing can keep things separate or together, and acts as an indicator for a start or an end. Having consistent spacing is very important in order to lead the customer along the page in concise blocks of information. If you lack of clear spacing, your information may seem cluttered together making it difficult to read for your customer. However, if you include too much spacing and white space, this may give your site an empty feeling.
Borders - these elements go hand in hand with the spacing. Borders allow to pack up groups of information within sections on your page. They may be used to surround images, text boxes, buttons, etc. There are 3 main attributes to consider:
We have now covered the essentials of working with consistent font, colour and spacing – so what's the next step? Now you're ready to lay these elements out on the page following a logical structure. There are several standard elements that should be included in your landing page where possible:
Navigation bar - this is normally placed at the top of your site. It should allow the user to navigate along your site – for example: "Home, Store, Contact, About". This should also include the option to sign in and show the current shopping cart.
Explain your service - you need to let your customer know what you do and why you stand out from the rest. This can be displayed in different ways:
Product showcase - this is an important aspect to consider when directing customers from the landing page to your product pages. Some examples may include promotional products, new products, specific collections, etc.
Testimonials - these are essential to provide your brand with authenticity and authority. 91% of consumers trust reviews just as much as recommendations from friends and family. These can come in different forms, such as, customer reviews, professional reviews, trust badges, user generated content, etc.
Newsletter subscription - this is a great way to keep in touch with your customers by regularly updating them – for example: new/featured promotions or products, new blog post, relevant press or news, etc. Your sign up form is the first step to gaining new email subscribers, and it can make or break a visitor’s decision to receive your emails.
Footer - this has to be standardised throughout your whole site and it's purpose should be to include any additional information regarding your online store as well as provide additional navigation channels. Elements that could go included in the footer are:
The example below shows a landing page with all the elements that we have discussed in this post, including consistent elements, a logical layout, useful CTAs and aesthetically pleasing.
Make sure to be specific when communicating your brand or service – any vague information tends to push potential customers away because if you don't seem to know exactly what you offer and why they should use your services – why should they trust you?
This will not only help your customers interact with your store, but will also streamline the design process of your brand.
The Ultimate Ecommerce Landing Page Lookbook - https://unbounce.com/landing-pages/ecommerce-best-practices/
How To Craft an Effective Landing Page - https://uxdesign.cc/how-to-craft-an-effective-landing-page-a-brief-case-study-7c592ba4b967
The Importance of Spacing in Print and Web Design - https://www.davidwalkerdesigns.com/articles/importance-of-spacing/#:~:text=Spacing is a key element,to read and visually unappealing.
5 of The Best Ecommerce Landing Page Examples we've seen - https://sleeknote.com/blog/e-commerce-landing-page-examples