Chapter 02: Why Design a Research-Backed Landing Page
By Felix Wong
Creating a high converting landing page takes more than just aesthetic and design. Without a good user interface, your landing page will be hard to use, but more importantly, will not deliver the right user experience for significant success. User Discovery and Competitor Research are two essential processes to safeguard your design process and help you develop better strategies.
Start with a Research Process
Knowing what information can help users is very important. Understand their goals as well as their main pain points. The best way to get this information is to conduct a user experience research survey. If you are selling an eBook, for example, you may want to know who will buy it, how much you should sell it for, and how many copies you want to sell in a certain amount of time.
The user experience research process has three main phases:
- Collect data from users
- Analyze the data
- Generate insights
Before putting these strategies into play, it is essential to build an established research process to ensure that you use the right approach. For this purpose, let’s introduce User Discovery and Competitor Research to help you achieve your goals.
It’s tough to build new products from scratch without User Discovery. Always remember to get out of the building and try to find a way to “know the user”. You can do anything from coffee meetings to online surveys and more.
Imagine that after you have had 100 coffee meetings with potential customers, you sort some of the patterns in those conversations and surveys into various categories. This will help you establish your user’s persona: a few demographic indicators that represent your ideal user. In other words, Persona (a.k.a. your imaginary customer) is a tool that displays your user research on a canvas.
Assume that 68 out of the 100 people you spoke to are between the ages of 25 and 34, spend an average of $50 per month, and enjoy reading about entrepreneurship. With these statistics, you can confidently assume that your ideal user is a combination of these features.
Like a persona canvas, Empathy Maps are a great way to illustrate a group of users and customers, including their demographics, preferences, goals and pain points. This will be helpful not only for you but also for collaborative communication with your design team.
Admittedly, there is no such thing as a unique idea. However, that doesn’t mean you shouldn’t pursue yourideas. The most important thing to understand (and showcase on your landing page) is how your products stand out in the existing market.
If you are not familiar with UI/UX design, the easiest way to get this knowledge is to first distinguish between good and bad designs. In addition to understanding design systems such as Material Design and Flat Design, you should also spend time researching design trends.Your task is to find the most appropriate design tone–reflecting your user’s goals–that you can replicate on your own page.
Muzli is a UI/UX design aggregator with the latest design trends from great designers, and gives users the ability to subscribe to their newsletters and weekly summaries. Landingfolio’s landing page is a directory of other landing pages, where you can get inspiration for design structure, color coordination, and content.
Struggling with how to make a compelling title? Not sure how to target your content? If you’re facing these issues, this may be a signal that you need to know more about the market.
When you conduct a market comparison, your goal is to dig deeper into the feasibility of your ideas, to verify and how to fit a similar user base through design. SimilarWeb is a marketing intelligence tool that helps you compare and understand many high-growth products in terms of market analysis, content, and positioning. AlternativeTo is an aggregator that lists out similar products and sorts them into various categories.
The important thing to remember is that you don’t do research all in one go. Instead, treat it as an ongoing process that keeps you informed of design trends, user behavior, and market performance. Build something that matters, and prepare for continuous optimization.