If you’re like most indie developers, your website’s landing pages are your sales team. I.e., you drive traffic (or leads) to these pages, hoping they’ll convert to customers. Trouble is, without stellar landing page design, most landing pages convert only 5%-15% of traffic. Not too good for the bottom line…but there’s hope. By following these landing page design techniques, you can boost your conversion rate upwards of 50%.
Eight Landing Page Design Techniques to Help Sell Your Indie Game
- No Navigation: removing navigation from a page on your site may seem a little strange at first, but hear me out. If you want a visitor to purchase, download or play your game, don’t distract them with other clickable links. Make that desired action the focal point. Removing the navigation will help drastically.
- Social Icons: I don’t mean to sound like a broken record, but you need to think of your fans as an extension of your marketing team. Good landing page design is about making it easy for your fans to spread the word (a.k.a., market your game). Make sure your lander has social media icons placed at the top at the top of the page where they are accessible.
- Headline: If visitors read anything on your game’s landing page, the headline will be it. This is the largest piece of text on the page, and because of it, will naturally command attention. Don’t let visitors down. Make sure your headline is strong, engaging and accurately describes what your game is about.
- CTA Button: the call-to-action (CTA) button is hands down THE most important part of great landing page design. This button is represents the action you want visitors to take. Ensure your button clearly stands out by making it big, bold and beautiful. In addition, make button text actionable with strong verbs. If you’re using this button to direct visitors to other sites (App Store, Facebook, etc.), it’s not a bad idea to include that site’s logo on the button.
- Video: if a picture is worth a thousand words, than a video is definitely worth putting in its place. Use video to pull visitors in and really show them how your game looks. Trailer or teaser videos work fine as they show gameplay.
- Screen Shots: indulge visitors further with additional game visuals. A row of scrolling screen shots is a great way to display a lot of imagery without occupying too much page real estate. Screen shots should be held to the same standard any other marketing graphic is: make sure they are bold and beautiful.
- Features: use this part of your page to communicate other selling points. You may want to mention hours of gameplay, number of levels, number of bosses, etc. Use icons or screen shots next to each block of text to make the feature list more visual.
- Testimonials: try injecting a “human element” into your landing page with user testimonials. Testimonials help visitors build trust instantly. (There’s a reason why the best landing page design champions them). If you go this route, try not to make your testimonials up. Encourage real users to contribute (with photos of themselves when possible).
- Subscription (UPDATE): give your fans an easy way to follow your game’s progress via email with a quick subscription form. Capturing followers’ email addresses will enable you to not only provide updates on your game, but afford you a more personalized method to promote any future developments and/or endeavors (future games, studio developments, etc.).