Pages are quite in a buzz nowadays. If you’re a designer you may have put your hands to them sometime.

This article describes the landing I followed for an internship assignment and how I used Illustrative Storytelling to increase the user engagement.

What are Landing Pages

A landing page is where the visitors or customers should reach after clicking an offer (generally an ad). It is designed specifically to accomplish conversion goals.

Before starting the project, I did some online research about landing pages in general, their purpose, how they differ from home pages, etc. This section gives a brief of what I learned.

Notes that I prepared during the online research

The purpose

A landing page is directly connected to the marketing campaign. It should convey the same message and should give the same feel as the social media or PR campaign. In doing so, users feel comfortable that they’ve reached the right place.

Landing Page vs Home Page

Unlike the homepage which allows the user to do a bunch of things, a landing page is highly focused on conversion.

The attention ratio, which is the ratio of things the user can do to the number of things the user should do, is usually one on a landing page and greater than one on a homepage.

Thus, on a landing page, we should minimize the links which aren’t leading the user to accomplish the goal.

User behavior

Understanding the user behavior is necessary to design a successful landing page. It is important to know from where the users are being directed to the page, what are they looking for, how much they understand the product, are they completely new to the product or have used a similar product or service before.

The content

Based on the user needs, the content of the page is decided. Each landing page has a hero section which conveys the goal of the page in the first look. It contains the headline, call to action and primary illustration of the page. Showing social acceptance or proof can be helpful as people turn to peers or a trusted authority when in doubt. If the page is long, the call to action needs to be placed at regular intervals.

Defining the goal

With the initial research done, I was ready to start with my assignment. The task was to design a landing page to explain to users how investing in mutual funds can help in saving taxes as well as grow their money.

The company’s website also serves as an online portal for investments. So, the user flow would be:

  • Users are directed to the landing page through a social media or PR campaign, online ad, etc.
  • On the landing page if they are converted, which was the main goal that I had to ensure, they are directed to the specific tax saving or money growing funds page.
  • They choose an appropriate offer and fill a form to start their investment.

Understanding the users

User Research is an important part of any design process and plays a major role in governing design decisions. It helps us to understand their needs, behavior and how they go about performing tasks and achieving goals.

Deep understanding of a target audience is fundamental to creating exceptional products.

My target users were investors. I divided them into three groups according to their needs and experience.

1. Beginner Individual Investors

These people have a very little experience in mutual fund investment but want to grow their money. The main focus to convert these people is to generate awareness of the process and schemes of investments.

User Persona of beginner individual investor

2. Experienced Individual/Small-group Investors

These people have invested in mutual funds for a while and are aware of how things work. The main focus to convert them is to show how we are a better option than others in providing them good returns.

User Persona of experienced investor

3. Institutional Investors

They are large organizations (such as banks, finance companies, insurance companies, labor union funds, mutual funds or unit trusts, pension funds) which have considerable cash reserves that need to be invested.

Their representatives personally meet with company executives, study entire industries and evaluate companies in depth. They are very less likely to go through a landing page process for the online investment.

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