[Unwebinar] The 7 Deadly Sins of Landing Page Usability

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Stef MillerMarketing Manager, Demand GenUserTesting

The 7 Deadly Sins of Landing Page Usability

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Ryan Engley

Director of Customer SuccessUnbounce@Ryan_Engley


Join our chat on Twitter

Stef Miller

Marketing Manager, Demand GenUserTesting@supahstef

The 7 Deadly Sins of Landing Page Usability

@morys @unbounce #unwebinar

Remote UX Research

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68% Rockefeller Corporation

of users give up because they think you don’t care about them.

What is Usability?The quality of a user's experience.

effectivenessusability.gov

http://usability.gov/

efficiencyusability.gov

usability.gov



satisfactionusability.gov

usability.gov



affinity revenue

Perception is Everything.

BEWARE OF

DISTRACTIONS

01


Look out for distractions!

• Too much going on• Multiple calls to action (CTA’s)• Navigation elements• Animations and music

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Let’s Talk About Navigation

LINKS & CTA’s SHOULD

BE RECOGNIZABLE

02

@mackfogelson @unbounce #unwebinar

Figuring out what to click on shouldn’t be

a process of trial and error.

@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar

Let’s Talk About Links and CTA’s

EXTREMES CAN BE

UNSETTLING

03

Let’s Talk About Extremes

FORMS SHOULDN’T

SCARE PEOPLE

04


A form isn’t just a form,

it’s a complete experience all on it’s own.



Let’s take a step back.What does a form do?

• Sets an expectation• Requires attention• Blocks access• Triggers an emotional response• Slows people down



A solid redesign of a bad form could

increase conversions 10–40%.

Luke WroblewskiDigital Product Leader


Tips for great form experiences

• Extend the brand’s experience• Provide access to something of value• Include a contextual call-to-action• Surprise users by their ease-of-use• Optimize for both desktop & mobile


Let’s Talk About Forms


Marketers need to K.I.S.S. more often.

(Keep It Simple Stupid)



Consistency is one of the most powerful

usability principles: when things always

behave the same, users don’t have to

worry about what will happen. Instead,

they know what will happen based on

earlier experience. ”

Jakob NielsenUser Advocate and principal of the Nielsen Norman Group

COPY MATTERS,

A LOT

05


Tips for writing effective copy

• Learn from users, use their language• Avoid jargon, don’t get gimmicky• Read it out loud first• Ask no less than 3 others to read it too• Get to the point, but make sure to

provide enough context• Test it!


Let’s Talk About Copy

ADVERTISING

LACKS

CONSISTENCY

06


Tips for better ad-to-landing page transitions

• Consistent copy and images• Continue the conversation from ad

to landing page• Keep the messages simple• Designers and marketing or ad

teams should work together• Ask for campaign results

to measure performance


Let’s Talk About Advertising

DON’T FORGET ABOUT

THE ‘AFTER’ EFFECT

07

Let’s Talk About The ‘After’ Effect

Beware of distractionsMake sure that whatever is on your page is pointing people to take action, not preventing them from completing the task at hand.

Links + CTA’s should be recognizable Tried and true link conventions from the early days of the web are still the most effective ways to format your links. CTA’s must be compelling!

Extremes can be unsettlingKeep it simple! Make your point, provide a clear call to action, get rid of everything else. Be sure to test new ideas to see if they improve conversions.

Forms shouldn’t scare peopleForms can make or break landing page UX.

Copy matters, a lotWrite it, read it, say it, test it.

Ads should be consistent with landing pages Maintain the theme from your ads to your landing pages and continue the conversation that brought users to your page.

Don’t forget about the ‘after’ effectConsider the entire experience, not just the initial view.

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[Unwebinar] The 7 Deadly Sins of Landing Page Usability

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Transcript of [Unwebinar] The 7 Deadly Sins of Landing Page Usability