Credit Union Marketing Series: 3 Landing Page UI/UX Techniques
Are you having trouble turning clicks into credit union members? The truth is, even if you create the most thoughtful, engaging marketing campaign to pull your audience in, all it takes is a landing page that misses the mark to miss the conversion. In order to meet your goals and get the most out of your carefully planned digital strategies, you need to create a landing page that utilizes expert recommended UX/UI design techniques. Keep reading to learn our top tips for making a landing page that moves the needle.
Key Features of a Successful Landing Page
Creating a landing page that works doesn’t have to be a challenge as long as you’re intentional with your design elements, copy and functionality. Before we dive into what this looks like, let’s start with the basics — what is UX/UI design? UX stand for User Experience design, a process that focuses on a site visitor’s experience and touches on elements such as functionality, effective layout and responsiveness. On the flipside, UI stands for User Interface design, and this process focuses on the visual, interactive elements that come together to create the aesthetics of your web design. Both design processes are crucial when designing any web page, and with the following three UX/UI techniques, you’ll be able to elevate your design and your results.
Create a Minimalistic Design
Sometimes, less is more — this is never truer than when creating a landing page for your credit union’s product or service. Whether your goal is to get potential members to open an account or get current members to take advantage of a new service offering, we want to eliminate all barriers that would keep them from taking this action. One way you can ensure a results-driven experience for your audience is to give your landing page a minimalistic, clean design.
While it may be tempting to give your page a really unique design, a great landing page sets the stage for key information rather than distracting from it with loud color palettes and intricate design elements. When looking for design inspiration for your landing page, focus on sites that do a good job of communicating information without overcomplicated design elements. The beauty of the landing page is that you can create a fast way to convey your message without reinventing the wheel on your existing website.
Before you begin the design phase of your landing page, you and your team should agree upon a singular vision you feel elevates your message. Beyond a refined design, you should also ensure your copy gets to the point without taking a long time to get there.
Ensure Your Design is Responsive & User-Friendly
It’s essential as you craft your landing page to keep in mind your own expectations when you’re on a website. For example, you expect the design to be responsive to your actions and easy to navigate. No one wants to waste time trying to figure out how to get where they need to go, nor do they want to wait for widgets and buttons to respond accordingly.
Studies show that 50% of those who visit credit union landing pages are doing so from their mobile device or tablet, so make sure your page is easy to use on these devices as well as a traditional desktop. While most designers will start with a desktop format and then take away elements to make it work for mobile, you should consider taking the opposite approach to ensure that your site can be easily accessed from any device.
Beyond the basic responsive design, you should also consider making your site accessible and ADA compliant. Accessibility for those with disabilities has become an expected feature as different tools and resources for web developers have been popularized over the last few years. Using these assistive widgets is not only the right thing to do, but it will also make your landing page easier for a wider audience as well as search engines to understand, which elevates your SEO ranking.
Have a Clear Call to Action and User Flow
The main point of your landing page is to get your audience to take a specific action, and you need to make taking that next step as easy and obvious as possible. If you want to drive conversion rates, you need a call-to-action, or CTA, that compels your audience to arrive at the ultimate destination in the marketing journey, turning them from leads to long terms members.
To get to the CTA, your audience will go through what is called a user flow. A user flow demonstrates how users actually interact with your design. The create an intuitive user flow, you just need to consider how a potential member will most likely interact with your landing page and give them the yellow brick road that leads to the desired action.
Bonus Tip — Call in the Pros
If your computer skills leave something to be desired or you can’t figure out why your landing page isn’t producing the results you’re looking for, the good news is that you don’t have to figure it out alone. Get in touch with our team today to figure out how you can use UX/UI design to take your credit union to the next level.