Landing pages are fantastic way to combine both the practicality of encouraging a user to make a important single action with the goal of also using creativity to entice users. Those goals aren't always welcomed on traditional web designs. Creating landing pages for events, products and other desired actions are one of my favorite digital projects to work on. With this project, I wanted to focus on using a specific time (the Christmas Holidays) with the purchase of a product from a social enterprise. Better World Books has a track record of prioritizing people over profits.
Why landing pages?
Main Goals
- Multiple clear CTAs to encourage gift certificate sales
- Clear communication about Better World Books impact and mission
- Use Christmas aesthetic to emphasize Holidays to entice gift certificate sales
research
Statista was a great source for data on book readers and buyers. One statistic that was extremely helpful is that those are under 45 read more in a span of a month vs those over the age of 45. Of course with any research, it is important to consider the methodology of the research and other factors that might skew the data. However, it challenged my assumptions about who the target consumer would be. Real data along with inspiration provided a reference when thinking about layout, colors, etc
primary actions
Typical User
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Example Persona Traits
- Identifies as Female
- Under age of 45
- English speaking
- Employed Full Time
- Resident of United States
Plan & Approach
So after research, the goal is always to make landing pages approachable and easy to
navigate while not forgetting to reference research and data. Of course, incorporating the focus on RWD, animation, accessibility. while ensuring that the online marketing and branding of Better World Books and with consideration to the best practices of landing pages.
When it came to aesthetics, I wanted to create a dream like, friendly and incorporate traditional Christmas themes with a modern feel rather than the traditional red, green classic Christmas hues.
Accessibility
Responsive Design
Animation
Research Data
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- 1. Discovery Phase
- 2. Research
- 3. Data based Design
- 4. Get Feedback
- 5. Revise as Necessary
- 6. Test, Test & Test
- 7. Launch & Celebrate!
challenges
Possible challenges included: be free to be creative while using data and best practices drive project, using images vs copy, ensuring accessibility and responsiveness are considered, loading time, all of the practicalities of that comes with creating online pages
wish list
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Animation can enhance the overall experience of a landing page by using subtle techniques. Balancing creativity with concrete goals is possible but sometimes using intuition is necessary when there isn't a clear reason why to make one choice versus another.
see the live site