How Directional Cues Can Give Your Landing Pages a Major Jolt
Tweaking landing pages and optimizing individual elements are things that you’ll never stop doing. Until you reach a 100 percent conversion rate – hint, this won’t happen – it doesn’t make sense to settle for average. With that being said, have you looked into the role of directional cues and how they can boost landing page conversion rates?
Three Tips for Using Directional Cues
As humans, we’re very visual. Not only do we perceive the three-dimensional world around us, but we also have the ability to look at flat, two-dimensional objects and extract meaning and value from them. In fact, this is exactly what happens every time a visitor arrives on one of your landing pages. They visually assess the page and determine if they want to stay or hit the back button.
While there are obviously many different techniques and strategies for keeping visitors on your landing page, directional cues may be the secret weapon you’re missing. Directional cues are the elements that tell your visitors where to look, click, watch, etc. They’re simple non-textual elements that – when properly used – can produce big returns.
Here are some tips for using them effectively:
1. Use Arrows and Linear Cues
Perhaps the most basic and fundamental directional cues are arrows and other linear cues that point to specific on-page elements (such as a CTA button). You can see an example of this by checking out example number 12 in this article of top landing page examples. Notice how Intuit uses a bold blue arrow to help visitors transition from consuming content to taking action.
Arrows can also be used to help move visitors though a specific progression. Take a look at this example from PrintingCenterUSA. In the upper right hand portion of the page, you’ll notice a feature that reads: “Price > Order > Upload.” This one-two-three element, combined with arrows, packs a powerful punch and tells visitors exactly how they should respond.
2. Frame Focal Points With Encapsulation
When visitors enter your landing page, the goal is to help them block out distractions and focus on what you’re offering. One highly effective way of doing this involves encapsulation. In this technique, you create a clear focal point for the visitor. This can be done with the assistance of color contrasting, space, or shapes.
The classic instance of encapsulation is the end of a tunnel – such as in this example. Notice how, despite the tunnel only taking up a fraction of the total image, your eye is drawn towards the light. This is the power of encapsulation. Find a way to use these same theories and center your CTA in a point of encapsulation.
3. Leverage Contrast
Contrast plays a big role in landing page efficacy. You can use different colors and shadows to your advantage by pitting two elements against each other in a way that puts the focal point on your value proposition or CTA. Much like encapsulation, you can make your CTA button one color, while the rest of the page is another color. Be sure to familiarize yourself with color theory rules as well, since different colors evoke different emotions.
Give Your Landing Pages a Boost
When combined with other key elements, directional cues can give your landing page a much-needed boost. By using arrows and linear cues, framing focal points, developing pathways, and leveraging contrast, you can breathe life into your landing pages and experience tangible increases in engagement and conversion rates.
Don’t delay any longer – get started today and begin overhauling your landing page design strategy.