Form v Function

For marketing campaigns, websites have one goal. Whether that goal is to sell a product, offer more information, collect information from a key demographic, or anything else, the website has to get visitors to do this.

Obviously, a website has to work on the technological side in order for anything to succeed on it, but there’s so much more to it than that.

As Oli Gardner discusses in his expert video, there are a number of visual elements on a page that help to get a consumer to the point of engaging with your call to action.

The most important thing he mentions is the attention ratio; in other words, how many elements are on your page competing for attention versus the singular goal of the campaign. If a website has several links, informational blurbs to expand, videos to open, etc., the viewer is that much less likely to make it to the link that really matters for your campaign.

With that taken care of, there are a number of things you can do to make your landing page seem more trustworthy and user-friendly, many of which have to do with the layout and design of the page. Simplicity is key in this case, both in content and layout, and the way a page looks could determine whether your consumers stay on your page, or leave to find a better option.

Through the use of attention driven design, the marketing team can ensure a higher clickthrough rate on their content and a better success rate on their ultimate call to action.

For all these reasons, form stands out as the more important factor in the design of a landing page. While function is undoubtably important, form is what seals the deal in attracting and maintaining consumers, and engaging them in your ultimate marketing goals.

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