Keep it Clean
When it comes to landing page design, less is more. A minimalist approach to design keeps the focus on your message.

When it comes to copy, effective landing pages can be long or short (the secret here is split testing and seeing what works for your audience). Either way, there should be nothing on the page to distract from your core message. If it doesn’t help the reader become more emotionally invested in your business, it shouldn’t be there. If it’s not selling your product, kick it out. Your aim is to keep the reader completely focused on the product you’re offering.

Choose Your Images Carefully
Images can be the best (or only) way of showing off your product. They’re very powerful, but you should use them sparingly.

That’s because images are eye-candy. On a blog post, including plenty of images can encourage your readers to keep scrolling down the page. But when it comes to a landing page, images are mostly clutter. Images distract the reader from your main point, and increase the load time of your page. Research by the Aberdeen Group found that a one second delay in page load times meant 11% fewer page views and 7% fewer conversions.

Leave Space to Breathe
Continuing the theme of minimalism, effective landing pages are spacious — with plenty of white space. Your landing page is your pitch to potential customers. Whitespace in your design allows them space to think, and gives them a sense that your product is going to make their life easier, not more complicated.

Be Responsive
In 2013, 15% of online retail sales will come from mobile and tablet devices. By 2017 this will rise to 25% . Make sure your landing page is responsive so it looks as professional on mobile devices as it does on a monitor. Otherwise, you risk losing a significant proportion of sales.

Show Rather Than Tell
When it comes to sales, the more you can show what your product does for customers, the stronger your sales message. One way to show rather than tell is through customer testimonials, so ensure your design allows these to stand out. Testimonials with a real name and a picture of the person giving them are seen as more authentic, and video testimonials are the best of all.

The Call to Action
Whether it’s a buy button or a short form, the call to action is the crucial element of any landing page. For buy buttons, split tests show that making the button a color that contrasts the rest of the page usually works best, because that way the button stands out. When it comes to forms, it’s about making them as simple and no-nonsense as possible. Only ask for information you absolutely need. Typically, the more information you ask for, the lower your conversion rate.

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