Central to the concept of Inbound Marketing is User Experience (UX) and User Interface (UI). Inbound Marketing aims to pull in their customers through segmented, targeted, and perfectly positioned Marketing communications that leave consumers wanting more. However, where to consumers go when they want more?
The answer: Landing Pages.
The next question is ‘What will they see and interact with once they arrive on a Landing Page?’ Furthermore,
Will the interface be simple, clean, and user-friendly?
Will there be a call-to-action?
And, is the ‘next step’ obvious?
The answers to questions like these, and a few more, are found in this blog edition. Your Marketing Team has led visitors to your site, and the User Experience/User Interface team is now responsible for the making the site as sticky, engaging, and informational as possible. Providing information, and feasible solutions to needs or wants can turn these visitors into leads. Three terms require defining before we proceed:
- Landing Page: Hubspot defines this as any page that “1) has a form and 2) exists solely to capture a visitor’s information through that form.”
- User Experience: responsible for how the product feels to its users, and exploring a variety of potential solutions to design issues in order to meet their needs due to their explicit understanding of personas. UX also conducts Usability Testing (A/B Testing)–read more.
- User Interface: charged with designing the insides of product layout and flow. This includes branding, and language consistency throughout a visitors visit. Visuals are of the essence.
These broad, and over-simplified, definitions are the foundations of tailoring your media to match consumer needs with business offerings through an information exchange, not a transaction. UX/UI provides the space for this magical collision to occur.
In the last decade the UX/UI Team has earned a spot at the management table and now provide a plethora of firms unique insights. UX/UX provides value to an organization in the following ways:
- Determine the Who and Why of your visitors
- Creates customer-centric organizational practices
- Allow for 1-1 communication, vs. 1-many communication
- Create a smother conversional funnel
- Design attention grabbing, and holding, Landing Pages
These bullets manifest themselves in the form of Landing Pages. Landing pages are a digital space that visitors can ‘land on’, and provide any organization an opportunity to use a specific page to tailor content to a specific conversion objective. Remember, Landing Pages are helpful through the conversion process, but especially useful during the awareness and consideration stages. There are two main types of landing pages to be aware of: Click Through and Lead Generation.
Here is an example of both:
Click through would be a page an email recipient gets when they click on a hyperlink. The goal is to get users from one page to a second.
Lead Generation would be a short form that prompts a visitor for basic information such as email address, name, age, and gender when attempting to download an ebook from your site.
Making these Landing pages glimmer is essential to getting the highest conversion rate possible.
Here are 9 tips for INCREDIBLE Landing Pages:
- Apply consistant font and color scheme. Consistency creates brand recognition and awareness.
- Apply an attractive design. If you’re able, financially or technically-speaking, design an interface that is unique and not a stock template.
- Use high-quality images that are relevant to your offering or organization. No stock photos.
- Adding a demo or introductory video increases conversion by 10-20%. I recommend keeping it short and sweet.
- Previous customer endorsements or testimonials are a must. Adding average to exceptional customer sentiments provide your visitors with a realistic snapshot of previous experience with your organization, and product. I mean who doesn’t look at online reviews before purchasing? This is especially helpful when closing a lead.
- Add a clear Call-To-Action, and obvious next step for visitors. If visitors are unsure of what they are expected to do next they may become stagnant and drop out of your funnel.
- Declutter the page. Remove usual sidebars, navigation, and add-ons. Distraction often leads to indecision. Visitors failing to follow your goal flow will harm your conversion rates. (Also, white space isn’t necessarily a bad thing.)
- Make sure your most important information and value proposition is ABOVE the fold. Don’t count on visitors scrolling down if they don’t find what they are seeking immediately.
- Design your pages with the F-pattern eye tracking in mind. Designing your content to follow this format ensure your visitors are getting the most out of your hard work, and you set yourself up for achieving a high conversion rate. Learn more about F-Eye Tracking studies here.
Being Customer-Centric is profitable, I promise. But, don’t just take my word for it.
In summary, here are 3 key metrics to measure your UX/UI Return-on-Investment (ROI)
- Conversion Rates
- Homepage Abandonment Rate (55% of visitors drop off after 2nd click, and 80% after 3rd click)
- Customer acquisition Cost (CoCA) (divide your advertising costs by the amount of sales). Note: $8 or more is expensive.
Closing remarks, tips, and statistics to encourage your inbound journey:
- Have at least 15 Landing Pages. The more you have the higher your conversion rates on Inbound Marketing tactics.
- Aim for a 20% Conversion rate from any Landing Page.
- Respect your visitors and customers. Never post anything that is misleading or dishonest. Integrity matters. If you have correctly targeted a consumer they will be more than willing to provide information that is relevant.