A landing page is one of the access or starting pages through which your targeted customers first visit your website. Companies often leverage these pages to promote new products, features, or campaigns so they are quickly brought to a user’s attention.
Why do you want to create a landing page?
Before you start creating a new Chinese webpage for your business, it's important to define your goal. Do you want to promote a product sale? Is it a page for collecting event registrations? Is it to drive subscriptions? Or is it for something else?
Before you kick off with any Chinese website design work, it’s essential that you understand your goal. By defining the goal, you can then provide related information for targeted customers to help them better understand the products/campaigns and encourage conversion.
When visitors enter a page, they don’t want to spend a lot of time searching links and content to find the information they want. Not only do they want to immediately land on a page of useful information, but visitors also want to quickly find related information to help them to make their purchase decision.
Not only do they want to immediately land on a page of useful information, but visitors also want to quickly find related information to help them to make their purchase decision.
Providing a well-designed landing page can greatly help your customer make the decision to buy, and increase your conversion rate. Because of this, the page design should not only consider the information you would like to display, but also how to plan the layout and content for maximum page effectiveness.
Understand key design elements
Landing pages often use all kinds of creative content to present information to attract different target groups. There is no one unifying design theme or structure, however our digital marketing experts do share one of most important rules with our clients - valuable information is key. Good content and layout design should all be about how to provide the most valuable information to meet the needs of your target audience. Below are three elements to help you address this.
Be clear in your messaging and visual cues
Let the user know what benefits you can provide to them. Design an attractive action button, form or subscription element, and make it simple and convenient for users to click on or enter their information into. Many businesses just get their English website content translated into Chinese, when first setting up their Chinese digital presence. This is not good practice, not only because some things get lost in translation, but also because the benefits of your products/services need to be properly contextualised for the needs of your target audience. When targeting Chinese consumers, it’s also critical to align your page design with local browsing habits and preferences.
When you are targeting Chinese consumers, it’s critical to design your page to align with their browsing habits and preferences.
Word of mouth and trust
People tend to believe what is recommended by other users, and that their information is more valuable. By providing user reviews, showing the number of the Chinese social media followers, or displaying information about any awards won can give visitors a better impression.
Display the most important features or selling points of the product or service
This helps your customers get more detailed information about the products/services that you are offering. In turn, it encourages your customers to complete the purchase. It’s likely that this information will make the page very long as well as informative, so you may need to further optimise and prioritise the information to make the page more concise.
Top tips for maximising effectiveness
1. Analyse the targeted customers’ requirements
Analyse your target audience and why they want to visit your page. If you want to achieve high conversion, the design must be based on the user preference and demand analysis. Remember though, that no webpage will be preferred by all users, and even the most successful page will not satisfy everyone.
2. Market analysis and competitor analysis
Analyse the strategies of your existing competitors before designing your page template for China. How do mature competitors design their pages? Only with a better understanding of your competitors will you learn how to design a unique webpage and stand out from similar products/services.
3. Simplify your page
Keep your copy short and concise. Use simple and high-resolution images to pictorially express the most important information to the users. Don't make it complicated. If there is a lot of information on the page which makes it very long, we recommend that the most compelling content should be displayed on the first screen.
4. Emphasise brand element
Display your logo, colour scheme, fonts, slogans and other identity elements, as it will create a close connection between your products, services or campaigns with your company and brand.
5. Design an eye-catching “Call to Action”
There are two key components critical to high conversion of your page. Your USP (Unique Selling Point) explains the product/services features and advantages that customers pay most attention to. The CTA (Call to Action) is an entry point that tells users what you want them to do next. If it is designed to be eye-catching, it will make it more appealing for visitors to click.
6. Reduce loading time
The length of load time is one of the important elements to affect the conversion rate. Users don't like to waste time, and they don't want to wait too long to see a webpage. So, don't let them wait! You must take loading time into account when you choose your page design. Consider whether your design will lead to a longer load time and if so, make some changes.
7. Keep the form as simple as possible
The registration form should only ask the users to fill in the simplest items, and other information can be further added after the user has registered. Most users don't have the patience to fill out more than 5 items in any form.
8. Mobile responsive design
With the rapid growth in the use of mobile devices, the way your page appears on the screen is especially important. The bounce rate will be much higher than from desktop if the design does not display properly on the mobile device.
9. Reduce user distractions
To encourage your page visitors to focus on the most important information, remove anything on the page that will distract their attention. At the same time, design the page so key information is highlighted. The fewer additional links included, the better. Once again, display ensure the “call to action” is easily found and attractive to the eye.
Example of page design:
The design of the page above allows users to focus on the service advantages on the left and registration form on the right side. The call to action button clearly shows the information about "free registration, get coupons". The entire page has no excess information or useless links. It provides only what is necessary to encourage users to click on that button.
The form’s content is also controlled to 5 items so visitors don’t become bored or distracted, and are more likely to be converted.
Test and revise for better results
No page design will be perfect from the start, even if you follow the recommendations above to the latter. You need to improve your design with actual practice and data. Making incremental changes to your page and testing how these changes impact the behaviour of your target audience will allow you to improve on ineffective or unfriendly design elements. You need to improve your design with actual practice and data.
In the actual process of designing the page, we have already proven that a small improvement, such as changing the colour of the button or the position of the company logo are likely to improve the effect of the page, while the title text, and an improvement on title and detailed information can greatly improve your conversion rate. By collecting and analysing users’ browsing data, you will find ways to make the design more efficient, and at the same time, make your conversion and digital marketing strategy more successful.
All in all, the most important thing is understanding what you are trying to achieve with your page. All optimisations efforts should be carried out to achieve that specific goal. At the same time, you should constantly analyse the needs of users. The most important thing on the page is the content, so it must address your customers’ concerns and solve their problems. Only in this way will it reduce the bounce rate and improve conversion. Fortunately, there are many webpage design tools such as the Sinorbis platform which could help companies to design their own pages and content from the perspective of the Chinese market.