Have you ever wondered why things were designed the way that they are? Another thought that could’ve crossed your mind was why you decide to sign up for whatever the given CTA was when you clicked on a link and it brought you to the company’s landing page. This is because of UX/UI design. Landing pages are important in trying to convert visitors. These are two things that we are going to discuss throughout this blog. Read more to learn all about effective landing pages, a “T-shaped marketer” and UX/UI Design!

Landing Pages

So, what are landing pages? Well, a landing page is the page that appears after you click on a link. Landing pages have a CTA (Call to action) on them as well as a form and are used to enroll people in a loyalty program, sign up for a specific campaign, or something else like that. Landing pages have a goal and the goal should be designed and tied to the CTA. The page should be simple, clear and concise because the goal of the page is to persuade the visitor into converting.

The Perfect Landing Page

Ultimately, this can’t be done without creating effective landing pages that contain all of the necessary elements to convert visitors. According to the HubSpot’s guide on How to Optimise Landing Pages for Lead Generation, there are a few key elements that will make your business’ landing page succeed.

• No navigation

• Clear, Concise Headline and Subheading

• Value Statements

• Relevant Image

• Lead Capture Form

• Privacy Policy

• Compelling button Copy

• Social Proof

Including these attributes on your landing page will help ensure that you maximize the number of conversions from new audience members.

Landing Page Examples

Landing pages should be simple. A couple of examples of good landing pages are Lyft and Microsoft. Landing pages are important for inbound marketing purposes because landing pages should be customer focused. They should be thinking of the customer and what will make their experience with the page and the interactions with the page easier to use.

Microsoft

This landing page created for Microsoft is a good example of what a landing page should look like. This landing page is simple, straightforward and clearly shows where the CTA is located. There are additional links to the speakers as well as information about the webinar. This landing page is easy to navigate and easy to use. It is customer friendly because it is very clear on how to use sign up for the webinar. The experience that a user has with this landing page will result in a higher conversion rate because it is customer focused, or easy for the customer to use.

Lyft

Lyft has another great example of what a landing page should look like. This clearly is calling visitors to apply to become a lift driver. This landing page has a clear CTA, and even gives consumers an estimate about how much money they could make if they were to apply as a Lyft driver. This strategy is useful because it can also create leads if not conversions. The cost calculation can generate leads for people who are interested in becoming a driver but are not yet 100% sure they want to take on the job. Other visitors to this landing page can easily convert by using the form to insert their information. This landing page is also customer focused and easy to use. It very clearly has the customer in mind, and their experience using this landing page will result in more lead generation and conversions.

T-Shaped Marketer

So what is a T-shaped marketer? A “T-shaped” marketer is someone who has a light knowledge, a broad array of skills, and deep knowledge/ability in one or a few of these subjects. This graphic by Moz shows what a T-shaped marketer looks like. Having the skills of a t-shaped marketer is important because it makes you a more asset to a company. T-shaped marketers are important because they have knowledge about many different things but they are also people who specialize in specific areas, which allows them to be useful because they can understand everything that is happening within the process. 

UX/UI Design

UX and UI design, although thought to be interchangeable, are actually different. UX or user experience design is “all aspects of the end-user’s interaction with the company, its services, and its products.” UI or user interface design is strictly a digital term it is the point of interaction between the user and a digital device or product. UX and UI both are responsible for transferring a product’s development, content, research, and layout into an attractive, guiding, and responsive experience for users. A T-shaped marketer should understand both UX and UI because it will allow them to fully understand all aspects of the product. This will give them a better understanding of how to use their broad knowledge of many marketing concepts and the deep knowledge of one or two of those concepts to best market the product.

Conclusion

Creating a successful landing page is vital to a company because landing pages bring conversions. UX and UI design are both important because they help us truly understand products so that we can more effectively market them to consumers. This blog gave you a look into being a T-shaped marketer, UX/UI Design, and landing pages. I hope you can learn how to be a more effective marketer from learning about what a T-shaped marketer is. Stay tuned for what I will be learning next in #wwudigimark and see you soon!