Does a beautiful picture sell? If you answer without hesitation – yes. Everything seems to be logical: it is pleasant to look at her, which means that she will motivate. However, when it comes to the design of the landing page, not everything is so simple.
There are no universal guidelines on how a site should look to generate leads. Moreover, practice shows that sometimes the more “terrible” a site is, the better it converts.
Let’s figure out in this article if there is a connection between conversion and design, and if so, which one.
First impressions of the site are deceiving
Over the years of experience, many digital specialists have in their heads a certain pattern of an “ideal” site. And the prejudice that the selling page should look “just like that, and not differently,” otherwise it will not work.
However, do not rush to smash the ugly site to smithereens, but ask what its conversion is. Often times, the answer to this question breaks the mold.
Here’s an example.
This is the first screen.
The site is made in the best traditions of SEO from zero. Footcloths of text on several pages, stock photos of cars.
Reviews are framed in the form of pictures with text over them:
In general, to say that the site is ugly is to say nothing. However, what is the reality? 100 applications per day!
Even taking into account the “left” schemes and the first position in the special placement of Yandex.Direct, collecting applications on an industrial scale is unrealistic. Conclusion – customers are satisfied with such a site.
For regional sites, noughties-style design is common. On the first screen – a slider, then – a bunch of text and colorful pictures. Almost all links in the special placement lead to something like that.
And everything is simpler than it seems: it’s not about the outer shell. Visitors have absolutely no difference on what platform you created the site, what colors and technical solutions you used. Sophisticated web design and UX is the last thing visitors look at. The main thing is that everything was clear, and the site solved their problem and answered 3 questions:
1) Is there what I’m looking for here?
2) How do I find what I’m looking for?
3) What to do to get it?
This is what you should first of all look for the reasons for low conversion. And this is true for most sites, especially in the regions.
Here’s an anti-case, and not just in terms of design.
The site is torn-eyed, a bunch of widgets (there is a callback, and two chats, and a pop-up with a discount when trying to leave), the structure is incomprehensible … As many as four CTA buttons – the visitor will simply be confused about what is expected of him and how to get what he wants !
Does it bring conversions? Unlikely. Although everything is ultimately clarified during testing.
Testing is everything
Here are examples of our colleagues. In some of them, the tests gave simply incredible discoveries.
1) Making the background darker so that the headline is more noticeable due to the contrast is a bad idea.
When they did something like this on a car service website, where the background is a photo of the workspace, and the offer is two lines of text, the number of applications decreased several times. We returned the previous version – everything is in order with the applications again.
Conclusion: the audience does not tolerate falsehood, photoshopped images do not inspire confidence. Potential clients want to see the service and its masters as they are, without embellishment. Only in this case they are ready to entrust them with their car.
2) The shorter form is not always the right solution.
For example, clients of a travel agency are ready to describe in detail what they expect from their vacation and travel. As a result, when the application form was reduced to a field with a phone number, the applications fell by half.
3) Sometimes a product photo on the first screen inspires an application more than the notorious cats, children and girls. The latter often distract from the target action.
When the site for the sale of glasses replaced the photo of a beautiful girl with a photo of a box with products, the conversion increased by 72%!
So, in practice, there is no single concept of “conversion design”.
Visual is a controversial thing. In some cases, users do not need it, so a beautiful page will not convert. In others, sites that can be called a nightmare for an esthete bring in mountains of applications.
Which of these is true about your site?
Knowing the psychology of target users helps to understand this: what is convenient for them, familiar to them, and what makes them stupid or makes them leave immediately. To help – research on a small sample of the audience.
In general, changing the design is still a pain, leave it until better times. Start simple and important: change your title / subheading text and see if your conversion changes. If the site does not give feedback, the most common mistake is in the USP.
The most serious mistake is in the USP
Yes, in 99% of cases it is not. Or it is not clear to the user and is unlikely to be accepted. Complicated words, lack of detail and tangible benefits will not play into your hands. In this example, the word “high margin” is both very long and may not be clear to the target audience.
This means that there is nothing to talk about further, and a beautiful picture will not save the situation.
At the same time, if you write a more specific offer in the title that is understandable to the target audience, this will immediately lead to an increase in conversion. A product does not always have some super-benefits that distinguish it from competitors’ offers, and this is not necessary. It is important that these benefits are not far-fetched and fall into need.
Let’s consider using the example of a case for drilling wells in the Leningrad Region. The author is a marketer Viktor Stroyev. This is the original page:
Result: 2 applications from the test budget.
And here is the one-screen, which he built in an hour and a half on the constructor:
Result: 289 applications. The amount of traffic, the period and the settings of the advertising campaign are similar. And this is in the off-season – late February – early March!
Why is there such a difference in applications?
First, a simple and straightforward call to action, without any hint of a sale. We invite the user to find out important information – the depth of the well.
Second, pay attention to the title. Here we show the source – “Find out the depth of the well in your area.” In fact, he adjusted to the client’s location. For example, if it is in the Pushkin region, the title was changed to “Find out the depth of the well in the Pushkin region” and so on.
As a result, approximately 20% of applications were closed when the season came. This can be explained by the fact that there is a deferred demand for some services.
Takeaway: Sometimes it’s worth changing a few sentences in your headline, subheading, or call to action and your landing page will perform better. The secret lies in getting to the visitor’s need.
Test and see how the conversion behaves if you change the USP or formulate offers for different audience segments. If there is growth, development is useless.
If the needs of the audience are different
By the way, about the segments. The audience for almost every product and service can be divided into groups according to needs.
Your job is to create a value proposition for each micro-segment. The more narrow the demand is on the landing page, the more calls, requests, orders you will receive.
In order for each visitor to see the offer that best meets their needs, it is enough to set up content substitution (heading and, if necessary, subheading).
Offer for the segment “Horse riding training”:
Offer for the “Hold the horses” segment:
Value proposition for the segment with requests “Where to hold a corporate party”, “Corporate events”:
Value proposition for the segment with requests “Catering Moscow”, “Birthday of the company”:
Value proposition for the segment with the requests “Team building for employees”, “Employee adaptation”:
Value proposition for the segment with requests “Corporate turnkey”, “Organization of corporate events”:
As you can see, the background image was also changed here.
Yagla has built-in A / B testing functionality, you can compare the original and the variant with fake content by conversions.
Life hack: how to remove a page element without involving developers
A common situation: one user group needs to show a certain block on the site, another group does not. This is just why you don’t have to make two different pages. This can be configured in a couple of clicks. Again, all you need is Yagla.
For example, you want to hide the subheading. Select it as one of the replaceable page elements, but do not set the values of the replacements for it. In the advanced settings, select the following option:
That is, with such settings, visitors will not see the subheading at all.
This can be done with any element on the page.
If you are just starting to make a website
As for the front-end, it is important that the functionality of the landing page is intuitive for each user, and the benefits of the product are clear and easy to read. And what color and shape the buttons should be is a matter of taste, for you and your audience. The main thing is that everything is readable, does not “ripple” and does not cause negative emotions.
PS If there is any conversion landing page recommendation that works in all cases, it’s definitely not about design. They are about USP. However, in both cases, only testing will show whether a specific wording will work and whether a specific visual will work.
High conversions for you!