Landing Page Usability

 

Although it’s important for websites to be user friendly and easy to navigate, it’s important that the landing page delivers return on investment (ROI). To do this, it must be usable and engaging,; making the visitor stay for longer and increase the likelihood of them completing an action. Remember that visitors can be impatient and should be able to find the information they need quickly and easily. 

 
Sky.com – Landing page example. ( The site has too much content, users need scroll through the site to find information, and call to actions should be stronger)

Few tips for improving landing page usability:

-    Keep content above the fold.

-    Provide a menu and main navigation to enable the user to navigate to your main website. And add breadcrumbs (which will provide the user with orientation cues) ,this will enable   the user to know where they are on the site, and how to return to the page!

-    Avoid slow content – such as videos, unnecessary animation. This just distracts the user from their main goal, which could be making a purchase, registering etc.

-    Keep content in short blocks of text., as users tend to scan text online. Usability studies suggest that people don’t read on the Web. They scan and are action based, looking for a link to click on. So ensure you don’t over whelm the visitor with content!

-    Use clear headers and bullet points.

-    Use call to action. E.g. ‘Book now!’ at the end of the text. This can help encourage bookings.  And repeat this where appropriate!

-    Add information on current offers, which may appeal to your target audience. Ensure the landing page is structured in a way, which will meet the requirements of the different user needs.