The aim of every landing page is to increase conversions, especially when you have deployed a PPC campaign. Just clicking on the link by the user is not going to bring in any profit instead it will only consume your campaigns budget. When it comes to improving the PPC performance, we need to focus not only on the ad-copy but also on the landing page design hence we have discussed below a few UX design tips that will help you improve landing page conversions.

1. Define Clear CTA:

Your call-to-action should be both appealing to look at aesthetically and also be functional. A successful CTA would need a lot of testing to figure out if it works or not hence make sure to keep an eye on your analytics to figure out which design brings in the best conversion. The other fundamental rule of designing a CTA element is to place it above the fold and use a color difference that the rest of the page so that it can clearly be differentiated from the rest of the element. You can also use bigger fonts on the CTA so that it attracts the user’s attention.

2. Keep a Minimalistic Design:

The landing page cannot be complex as the users may get confused if you give them too much information. The landing page design should be simple, it should focus only to contain elaborate information of the ad-copy.

3. Do Not Ignore Text Content:

Visual content may attract the users but you can never leave text content out of the landing page and I would say it is the most important part of the page as this is where you can explain what you can offer to the users hence focus on writing an enticing bit to gain more conversions.

4. Put Yourself in Your Users Shoes:

Think of yourself as a user and what you would want to see in a landing page. This will give you a clear idea about what information the customer would like to see on the landing page and which information is not of any use to them. 

5. Request Minimal Information from the Users:

Asking users to fill in a big form is going to frustrate them especially when you ask them to fill in unwanted information. Users may not be willing to provide much information and when you ask them for more than needed, they may mistrust your site and drop the page. Even if your form is short, users may still be reluctant to fill it hence make a clear page for privacy policy where you state exactly how you are going to use the user’s information and which third party application will share this data with you. Also, add how you intend to protect the user data to add more confidence in the mind of the user.

6. Trigger Emotions in Users for Conversion:

There are certain elements that can trigger certain user emotions increasing the chances of their engagement with the page. Like using colors that may affect the user psychology or match with their personality that will entice them to engage with the site.

7. Optimize for Mobile:

Most users use mobile to browse the site hence it is extremely important to customize the site for mobile use as smartphones have a small screen and your landing page will look much different on the large screen of a desktop when compared to the small phone screens.

8. Use the Relevant Visuals that Relates to the Landing Page:

We all know that using visuals is important but the kind of visual you use in a landing page is important. As the page needs to be short, you can only add a single image which needs to be relevant to the text content. Do not use stock images as they have become very common, use a business-specific image to add more impact.

9. Remove Navigation Where it is Not Needed:

A landing page is supposed to be just one page above the fold so that the users find everything they are looking for at a glance. Adding navigation there would only distract them more and eat up space in the page as you expect conversion through that page hence do not add a full navigation bar on that page, instead just a link to the homepage would be enough.

10. Drop any Distractions:

As per design law, the more options you give to a user, the more time will the user take to decide what he or she wishes to do hence do not distract the user by providing too much information or different call-to-action. The focus on each landing page should be just one and your aim should be that the user does not get distracted while on the landing page. Hence do not add any extra element on the page.

Ultimately your aim of creating a website is to make a profit in business by making sure that your users engage hence create a landing page that gives the users a good experience is a primary way to improve your business revenues.