For website owners aiming to boost conversion rates, selecting the right page template design for various landing pages is crucial. Many first-time visitors do not land on the homepage; they often arrive on specific pages via search engines or external links. To maximize the conversion rate of landing pages, consider these objectives and corresponding questions, as suggested by Chaffey and Smith (2008):
1. Generate Response
Aim: Online lead generation, sales, or offline callbacks.
Questions: Does the page prominently feature a clear call-to-action (CTA) button above the fold? Is the CTA repeated within the text and images?
2. Engage Different Audience Types
Aim: Reduce bounce rates, increase valuable interactions, boost return visits.
Questions: Does the landing page have a compelling headline and subheads to reassure visitors they are in the right place? Are there scent-trail trigger messages, offers, or images tailored to different audience segments?
3. Communicate Key Brand Messages
Aim: Enhance brand recognition and favorability.
Questions: Does the page clearly convey your brand's identity, services, geographic scope, and unique selling points? Is your online value proposition compelling? Do you incorporate customer testimonials or ratings to establish independent credibility?
4. Answer Visitor's Questions
Aim: Reduce bounce rates, increase conversion rates.
Questions: Have you identified buyer personas and tailored content to address their specific queries? Do you offer FAQs or information for newcomers?
5. Showcase a Range of Offers
Aim: Cross-sell related products or services.
Questions: Do you provide recommendations for related or top-selling products? Is your full range of offerings easily accessible through navigation?
6. Attract Visitors through SEO
Questions: How does your site rank for relevant search terms compared to competitors? Do your navigation, copy, and page templates signal relevance to search engines through on-page optimization?
Incorporating these elements into your landing page design can significantly impact conversion rates and user engagement.
Wireframes and Their Role
Wireframes play a vital role in website design. They illustrate the relationship and navigation of a website's content. Unlike blueprints, which focus on the entire site structure, wireframes concentrate on individual pages. Wireframes are beneficial for agencies and clients to discuss layout without distractions related to color, style, or messaging. During the wireframe review process, sometimes referred to as storyboarding, early designs are typically sketched on paper or created using digital drawing tools.
Wireframes do not emphasize color or graphics, as these elements are developed separately by branding and marketing teams and graphic designers. According to Chaffey and Wood (2010), the key objectives of wireframes are:
- Ensure consistent placement of web page components (e.g., navigation, search boxes).
- Organize and group key components logically.
- Create a design that directs users' focus to core messages and content.
- Effectively utilize white space for page structure.
- Develop a page structure that can be easily reused by other web designers.
Common features found in wireframes or templates include:
- Navigation columns on the left, right, top, or bottom.
- Header and footer sections.
- Containers or slots for content placement, often dynamically populated from a content management system.
- Containers on the homepage for summarizing the value proposition, showcasing promotions, recommending related content, featuring news, or displaying advertisements.
Incorporating these wireframe techniques into your website design process can lead to improved usability, engagement, and overall user experience.
Adapted from: Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation, and practice (Vol. 5). Harlow: Pearson.