Attractive screen, easy navigation and interesting technologies never stop to stimulate us to use a new Android application or an inspirational software. Businesses quickly reach online users and bring their customers to the applications or websites that help them connect quickly with one touch. Companies connect with their customers in creative ways and provide a convenient way to communicate, gather information and make transactions without any complexities. All the processes are related to UI/ UX design and landing pages. This blog will address the some important points about UI/UX design and how to make good landing pages.

UX Design (UXD) refers to the term User Experience Design (UED), while UI Design stands for User Interface Design (UID). UXD and UID are both important to physical  products or e-business sites, and work side by side. Nevertheless, their functions are quietly different. UXD is primarily concerned with how the product feels, but UID is particular about how the product is laid out. UID and UXD make products that appeal to both cognition and emotion for a competitive advantage. It is very important to impress customers in a glance.

Never forget that you only have one opportunity to make a first impression – with investors, with customers, with PR, and with marketing.

Natalie Massenet

Let’s dive deeper into UX Design and UI Design to understand clearly about it!

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UX DESIGNER (USER EXPERIENCE DESIGNER)

“The User Experience (UX)” phrase was first appeared in the famous book “The Design of Everyday Things” by Don Norman. User Experience is the common phrase to refer to the actions, emotions, and reactions of a person when they interact with a product, service or certain space.  “UI, UX: Who Does What? A Designer’s Guide To The Tech Industry” article by Fast Company state that, UX designers explore many different approaches to solving a specific user problem. The broad responsibility of a UX designer is to ensure that the product logically flows from one step to the next. Previously, UX design term is only used for technology industry. Now, UXD can apply to many areas, such as lighting system, microwave, tour, banking, interior design, architecture, and etc. For website and web applications particularly, UXD refers to how a person feels when interfacing with a system, such as the layout of website in general. The image below shows UXD model in a website. The layout of website is very important, because it helps the businesses to attract more traffics. The better our website is, the more traffics that we can get. To know which layout of website versions is better, test A/B is the great tool which helps to reflect customer’s opinions.

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UI DESIGNER (USER INTERFACE DESIGNER)

In a smartphone, the user screen applications like Google Maps and Facebook, help users to put in information and receive feedback. This is one kind of the user interface activities. To make applications or websites more appealing to customers, the website designers, and developers gather datas from UX researchers and design the websites or applications interface to meet requirements of the users; for example, how they want to navigate , what the content in menu is. The entire process of gathering user requirements, put different elements of the software and create an effective user interface design called user interface. According to “ UI, UX: Who Does What? A Designer’s Guide To The Tech Industry” article by Fast Company, it states that UI designer’s responsibilities are creating a cohesive style guide and ensuring that a consistent design language is applied across the product. Maintaining consistency in visual elements and defining behavior such as how to display error or warning states fall under the purview of a UI designer. Sleek is not good enough to create a good user interface, but the good functionality of the software is the “central” of the point that UI designer need to pay attention.

Landing pages

After attracting people to your websites or web applications and providing their needs and wants, the next part is turning traffic into money. Landing pages is one of a great tool to help you to do that. Landing pages are designed to convert unknown website visitors into known leads.

WhScreen Shot 2015-05-04 at 2.58.43 AMen a visitor clicks on a call-to-action button, it will lead visitors to another page. That is called landing page. Notice that the landing page is separate from the home page. For example, In Gospel for Asia website, they offer Revolution in World Missions free book to collect customers information. This is a common strategy in Landing Page, but it is the most  powerful and effective tactic. Besides offering free-book, depending on each business website, they can offers various of services which is relevant to their products, such as free premium plan for 3 days, free download, or trial consultation. Landing page help you to increasing your membership site sign-ups, ebook downloads, or product sales. It is also help you to build relationships with your leads. However, increasing your leads do not mean that you are success. Converting leads into money is more important, and that is the crucial business goal also. To achieve your goals, you have to have effective Landing Pages plan at first.

According to Copyblogger blog post, there are 5 mistakes that crush your Conversion Rates.

1. Blowing the headline

A better headline alone will boost the effectiveness of your landing page, and even overcome some of the other mistakes below. Split-testing different headlines is relatively painless, and can bring you much higher conversions compared with multiple other tweaks.

2. Using your regular site design

While your typical sidebar and header approach to a blog post is fine, when it comes down to traffic hitting a landing page with a singular focus on specific action, all of that extraneous stuff causes confusion, distraction, and reduced conversions.

3. Asking for more than one thing

An effective landing page asks for one specific action, and that’s it. And don’t forget to actually clearly ask for that one specific thing, which is an even bigger conversion killer if you don’t.

4. Ignoring basic aesthetics

Great landing pages use fonts, colors, and visuals that are tailored specifically to the audience and action you desire, thereby enhancing the experience and boosting conversions.

5. Being lazy

Did you know that web users spend 80% of their time above the fold? It does not mean that they won’t scroll down the page, but it just means you can’t take it for granted that they will (instead of leaving).

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There are hundreds and hundreds of advices to help you create efficient landing pages. Nevertheless, I believe that if you just simply avoid 5 mistakes above, your Conversion Rates will increase notably. In my opinion, I just have three easy memorizable recommendations to build effective landing pages.

1. Don’t wast your efforts to leads who never buy your products!

2. Try A/B testing and try different set ups. Why? Check out my previous blog to see the important role of A/B testing!

3. Make it clear and simple to use. It is very annoying if you have complex Landing Pages. Try not to ask your customers to fill a lot of information, read a lot of text or see many links/choices! It makes your customers feel irritated, confused and quit the process prematurely.

In a nutshell, UID and UXD work closely together to build effective websites and landing pages. To have good landing page, you have to have effect UI/UX design strategy. All of traffics can become your potential customers. The more you able to grab and hold website visitor’s attention in your sites, the nearer approach the goal that you are.

Citation:

http://www.vandelaydesign.com/improve-ux-with-ab-testing/

https://markstaton.files.wordpress.com/2015/01/landing-pages-ebook-via-copyblogger.pdf

http://www.fastcodesign.com/3032719/ui-ux-who-does-what-a-designers-guide-to-the-tech-industry

http://uxmag.com/articles/4-techniques-of-successful-ux-executives

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