Though brands should make sure the visual and design elements of the landing page tell a story, they should also ensure a relevant web design.
A Nielsen Norman Group study found the average web user leaves a website in less than 20 seconds. So, along with placing the business’s value proposition in the most prominent position, companies should also make sure the web design of their landing page is relevant to the message.
The landing page, or at least the first screen of the landing page, should have as little information as possible – only the necessary tidbits. This tactic can help brands maintain simplicity while allowing visitors to quickly scan the page and figure out whether they want to engage with the call to action or not.
The best way to make sure the landing page is simple yet effective is the landing page must tell visitors why they should stay within 20 to 30 seconds. Brands can showcase social proof like customer reviews to further landing page effectiveness.
[7 minute read]