The post Give Your Sales Funnel a Jaw Dropping Design Makeover appeared first on ClickFunnels.
Close to the top of your sales funnel priority list, you should have the design of your landing pages.
Apart from the importance of your other funnel elements, your pages have their own set of challenges, especially regarding design.
And even though some of these principles overlap with other parts of your funnel building process, there’s a slight difference when it comes to your landing pages.
In a sense, they can be deceptively simple, yet they encompass a wide range of marketing strategies that aren’t always well known.
When you add in the fact that page design merges visual concerns with content needs and user experience, they’re actually somewhat complex even though many might not seem like it.
Because of this fact, we’re demystifying this process for you today. This way, you can develop, enhance, and truly sharpen your pages to accelerate your conversion rate really.
Use Dynamic Images of People Doing Things
If that doesn’t have your head spinning, this next fact will… there’s also scientific research that shows that photos of people create strong emotional bonds with people.
When we combine these two factors, we’re leveraging some powerful marketing tactics.
By adding in photos of people, we ensure that our pages are primed to affect our audience in the most salient way.
Plus, when those people are doing something, performing an activity or being authentic, we present a dynamic, impressive page that draws people to our brand.
Protip: You might not have time to go out and do a photo shoot every time you need a great photo. Remember, stock photography has become a niche industry all its own in the past few years, and there’s plenty of professional photos to choose from on a budget.
Keep it Straightforward, Clean, Minimal, Simple
Let’s take a look at another design fact: you have 10 seconds to leave an impression when a lead visits your page.
10 seconds or less, in fact!
That’s an amazingly short period of time to advocate for your brand and get your audience moving to the next step of your funnel.
If your page involves a lot of jargon, complex information, or tons and tons of other charts, graphs, or who knows what… well, you get the picture.
Your page has to be designed to take full advantage of every single one of those 10 seconds.
As you build your next page, make this your mantra: straightforward, clean, minimal, simple.
Protip: Minimal and simple doesn’t have to mean sparse or unexciting. With all our other design tips and tricks, you’ll still be able to create pages that are clean and straightforward, but that pack a huge punch.
Craft Actionable Content for Diverse Audiences
If your content sounds really awesome but doesn’t push your lead forward in your funnel, what’s the point really?
And equally true, if your brand appeals to several demographics, what happens when your content only appeals to one of them?
You can probably see where this is going pretty quickly. Rather than have content that merely sounds beautiful, we need to center ours around action and decision.
Back-to-back to that idea is the fact that we also need it to appeal to everyone who’s going to land on that page.
When you’re writing your content (or paying to have it written), make sure to stress these needs and to carefully define the actions and audiences you’re trying to reach.
Protip: Since most of your funnel content should be geared toward action and reaching your chosen audience, look for ways to reuse or repurpose some of it to save time. Believe it or not, 29% of lead marketers already employ this content strategy themselves.
Think One Page and One Message
Speaking of the content side of your design, let’s not forget the overall message and experience.
Across the web, you’ll sometimes find pages that seem to have so much going on that it’s like wading into the thick of a jungle.
Along with every bell and whistle, they’ll often have several messages aimed at the user.
You might even have seen marketing emails like these that try to use several different font colors to get your attention.
But you know what happens?
Call to mind our 10-second rule.
How many messages can we really consume in that amount of time?
Instead, to get the ultimate results from your page design, make one message and one experience your focal point.
Protip: Along with using all our content tools, you’ll want a message that creates a true experience for your leads. That means keeping in mind all the psychological aspects involved, as well as the visual elements.
Make Sure You Have Big Headers
Beyond just getting a good boost to your SEO when you use big headers, they’re also a principle of good design.
And it makes complete sense. Big headers are scannable and easy to read.
Your leads don’t have to sift through a bunch of information to figure out what the purpose of your page is.
And keeping them grounded in that purpose is an enormous part of your funnel.
Along with being easy to read, they also give you the chance to highlight what’s most important on your page.
This strategy allows you to command your lead’s attention and compel them to continue reading any additional copy you might have to use.
Protip: Your sub-headings also add to your SEO while providing additional context and guidance to your page. Be sure to give them attention as well.
Establish Navigation that Makes Sense
Another factor that’s often overlooked in page design is the navigation itself.
Even though you might think that an accordion menu would look really slick on your page, does it make it more difficult to navigate?
What about including the menu on the left of the page instead of the top? What navigation elements will you include at the bottom, if any?
These are critical questions to ask when you’re designing your next page.
Protip: If you’re not overly familiar with this factor in the user experience, you can always check out services like Usertesting.com. They offer affordable beta testing from real life internet users before your site goes live.
Construct Elements that Contrast and Offset
Within your sales funnel, your leads aren’t just clicking another link and being taken to your page.
Instead, they’re going on a metaphoric journey that you’ve expertly designed for them.
From excellent content to well-chosen photos, your funnel is more than a marketing tool… it’s the experience you give your leads.
So during that trip, you want to guarantee that you’re guiding them with confidence.
Instead of simply slapping colors together or throwing some buttons on a page, take care to analyze how these pieces are contrasting and offsetting each other.
Choosing colors that go well together is a great first step in this process.
Protip: You can even take this tip one step further by looking at how the elements on your page draw the eye toward any one area. Then, you can use that area for the most important elements, like your call-to-action button.
Select Fonts that Render Across the Internet
Depending on how you’re designing your pages, you might not have even realized that fonts are a big deal on the web.
You see, just because you picked out that absolutely amazing font that you feel really compliments your page… doesn’t mean it will even show up.
When this happens, the user’s browser will default to a “web safe” font, basically substituting in a different font.
This can wreak havoc on the design and presentation of your carefully crafted page.
But instead, there are universally recognized fonts that are go-to’s in the website design world.
Garamond and Arial are two of the biggest ones, but several other choices exist.
And of course, you can always use an image of your non-web-safe font; however, you won’t get the SEO benefit when going that route.
Protip: Here’s a list of fonts that will work on different computer platforms. This way, you can be sure that your text will look exactly how you intend it to.
Deliver a Mobile Responsive Version of Your Page
In a world of smartphones and tablets, giving your leads a page that fits their screen has never been more important.
You might be amazed to find out that 13% of Internet users don’t even access the web with a regular computer at all.
Like never, ever.
That means there’s a big change that a large number of your potential leads might be coming to your page on mobile.
Luckily, many site designers and design services are aware of this fact. And they’ve made it easier than ever to have both a fully designed page for your funnel and a mobile responsive one.
With a mobile responsive page, you’ll still have to deploy all our other design tips, but with a slightly different experience in mind.
Still, it’s well-worth the effort to capture that mobile traffic.
Protip: Watch out when using oversized images on your mobile responsive page. While mobile Internet is speeding up these days, getting the page to that smartphone still takes up processing power.
Check All Your Design Components When You’re Done
You’ve carefully decided every piece of your page, spent countless hours putting it together, and now you’re ready to launch it.
Your final step in a page design makeover is to check all your components.
This step might sound simple, but there’s more to it than just stepping back and surveying your work.
Click on any buttons or menu items you have. Also, you’ll want to review any videos to see that they’re able to play properly.
These little things add up, and there’s nothing worse than a funnel page with a broken link or a download that won’t work.
And if you want more, check out how to split test a landing page for even more success.
Protip: Also inspect how long it’s taking your page to load. With about half of people expecting a web page to load in less than 2 seconds, every millisecond really does count.
If you could wave a magic wand over your pages, which aspect would you make easier or less time consuming?
Which part is still worth that extra effort?
ClickFunnels Action Steps
Adding Images to Your Page
Once you’ve gotten your hands on that perfect dynamic photo, you’re now ready to add them to your page.
Step 1: Log in to your ClickFunnels account
Step 2: Head on to the funnel where the page is
Step 3: Click “Edit Page” on the page you want to edit
Step 4: Hover over to any area you want to place the image until you see a “+” button
Step 5: Select the number of rows.
Here, we chose a 1 column block and it will look like this. Go ahead and click the “+ Add New Element” button.
Step 6: After clicking the the “+ Add New Element” button, Scroll down the menu to choose the “Single Image” element as shown below.
Step 7: Hover over the image area and click for the settings menu to appear. From there, you can choose to add your image, add links, set top margin, etc.
Minimal & Clean Design
If you already have an idea of what you want your page to look like, then you can go ahead and start. However, if you’re on the lookout for minimalist designs, ClickFunnels has a lot of templates to choose from! Here’s how to do it:
Step 1: Log in to your ClickFunnels account
Step 2: Head on to the funnel where you want to design a page. If you already have an existing design, you can add a variation.
Step 3: Choose “Create From Template”
Step 4: Choose among the available templates.
If you’re looking for clean and simple designs, one of them is Flat Coming Soon where you can feature your product with a timer to show the time left before the launch, etc.
Another example is the Blue Beam Sales Page template.
Go ahead and experiment to see which template is the right fit for your business!
Creating Actionable Content for Diverse Audiences
Make sure your pages are ready for all types of devices! With ClickFunnels, you can make sure that all the elements on your page are optimised for multi-devices.
Step 1: Log in to your ClickFunnels account
Step 2: Head on to your funnel.
Step 3: Head on to your page.
Step 4: Click any of the elements on your page until you see the settings icon and click on it.
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