Landing page design is every bit a science as it is an art form.

The landing page is one of the very first interactions a potential customer has with your brand. It’s important to optimize your website in such a way that you create positive experiences and engage with customers.

When Users Convert into Customers

In user experience (UX), the entire design process revolves around the customer. When you design your landing pages with the user in mind, visitors convert into leads, and eventually into engaged customers.

Not unlike UX design, the practice of maximizing customer lifetime value is focused on providing lasting value to each customer. Customer lifetime value (CLV) is a useful retention metric that allows you to correctly identify customer needs and offer genuine solutions as a result.

How to Use UX Design on Your Landing Pages

According to MarketingSherpa, the Number One reason businesses don’t use landing pages is because they don’t know how to set them up. However, with the right tools at your disposal, you can create successful landing pages and improve customer retention rates.

Here are a few ways to improve the user experience, and increase CLV as a result:

  • Put the user first. Create pages targeted to your buyer personas and their specific pain points. After all, people buy benefits, not features. Design your landing pages to always be helping.
  • Be consistent. Your prospects are on a journey. Make sure the path is clear, with familiar messaging and branding elements sprinkled in from your ads to your landing pages.
  • Rely on functionality over flash. The simpler your landing pages are, the better. You don’t have to be a designer to create a page that captures user attention and drives conversions.

Better Design Leads to Higher Retention Rates

Every landing page on your website is another chance to convert visitors into leads and ultimately, customers.