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UIX Récap

Landing Pages

What is a Landing Page?

Section titled “What is a Landing Page?”

Unlike traditional websites that offer multiple navigation paths, a landing page is a single, conversion-focused page.
It serves as an entry point for visitors coming from email campaigns, ads, search engines, or social media.

Possible goals:

  • Lead generation
  • Selling a product
  • Event registration
  • Subscription to a service
  • App installation

Types of Landing Pages

Section titled “Types of Landing Pages”

Squeeze Page

Section titled “Squeeze Page”
  • Goal: collect leads via a simple form
  • Few input fields to maximize completion rate
  • Often used to offer premium content (white papers, templates)
  • Main KPI: form completion rate

Squeeze Page example: a page designed to collect the user's email in exchange for an offer

Sales Page

Section titled “Sales Page”
  • Aims to sell a specific product or service
  • Clear value proposition right in the hero section
  • Includes testimonials, reviews, and trust elements
  • Strong, high-contrast call-to-action

Buy Page example: a sales page built to convince users to buy a product or service

Thank You Page

Section titled “Thank You Page”
  • Shown after a user action (purchase, signup, reservation)
  • Confirms the process was completed
  • Can introduce cross-sell or upsell suggestions
  • A key step for customer experience

Thanks Page example: displayed after a signup or purchase

Splash Page

Section titled “Splash Page”
  • Intro page before accessing the main website
  • Lets users choose language, region, or content type
  • Sets up brand identity
  • Must be fast and skippable to avoid frustration

Splash Page example: an intermediate page shown before the main site

App Download Page

Section titled “App Download Page”
  • Optimized to encourage installations
  • Visual presentation via mockups
  • Highlights key features
  • Clear, visible download buttons

Landing Page vs Website

Section titled “Landing Page vs Website”
Table : Landing Page vs Website
WebsiteLanding Page
Set of multiple pagesSingle page
Several goalsOne specific goal
Multiple navigation pathsLimited or no navigation
Multiple call-to-actionsSingle or very focused CTA

Designing an Effective Landing Page

Section titled “Designing an Effective Landing Page”

Landing page creation diagram showing design and development steps

Design

Section titled “Design”
  • Matches visual brand identity
  • Responsive and easy to read
  • Clear, structured layout

Content

Section titled “Content”
  • Clear and immediate value proposition
  • Catchy title and benefit-driven copy

Call-to-Action (CTA)

Section titled “Call-to-Action (CTA)”
  • Action verbs in imperative form
  • Strong contrast with background
  • Large, clickable area
  • Placed near sales arguments
Section titled “Navigation”
  • “Funnel” approach (no navigation) for fast conversions
  • Simplified navigation for higher-involvement products

Credibility

Section titled “Credibility”
  • Testimonials, reviews, client logos
  • Builds trust and reduces hesitation

Measuring Performance

Section titled “Measuring Performance”

KPI illustration: key performance indicators used to measure landing page or marketing strategy effectiveness

Key Performance Indicators (KPIs):

  • Conversion rate
  • Number of conversions
  • Bounce rate
  • Time spent on page
  • Traffic sources
  • A/B test results

Analytics tools: Google Analytics, Microsoft Clarity, Hotjar

Key Takeaways

Section titled “Key Takeaways”
  • A landing page = clear goal + targeted content + simplified path
  • Its purpose is to quickly persuade and guide toward a specific action
  • Its effectiveness depends on continuous measurement and regular optimization