Well, here are 2 options for pharmaceutical marketers:
- to win trust, credibility and drive more loyalty by embracing upcoming trends in landing page design;
- to fail by not paying attention to what users are looking for.
In today’s increasingly digital world, it comes as no surprise that Internet-savvy customers might hesitate what sources to rely on and whom to trust. It takes visitors about a few seconds to determine the usefulness and quality of a webpage. If it’s not functional or consistent enough to generate their interest, they’ll abandon the page even before clicking on the product or service section. In a few words, a landing page is a tightly focused web page that a user arrives on (after clicking a link in an email, for example). A powerful landing page is a powerful pharma marketing tool with clickable CTA buttons. Thus, its optimization and design should be of high importance. Landing pages are here to help visitors to figure out whether your website is worth spending time on. Let’s call it 24/7 support for pharma managers that is working tirelessly on making the brand appealing, consistent and memorable. Thus, paying attention to the slightest details of your landing page design is a vital task.
NB! “The devil is in the details” – it is as simple as that…
According to Kevin Mcspaddenas, the average human attention span decreased from 10 seconds in 2000 to 8 seconds in 2015. In those 8 seconds, the landing page should tell your visitors why they need to stay on your site and shouldn’t go to a website of your competitors.
When it comes to creating a perfect landing page for your pharma marketing campaign, there’re lots of important details to consider: beginning with the design (fonts, colors, etc.), user experience and finishing with the content and how it’s structured. Here’s a brief overview of the latest trends for forward-looking, tech-conscious pharma marketers who are ready to fully embrace new tendencies:
1. Single-pointed concentration
…this is the first thing to point out. Mess and digital “clutter” are what should be taken away not only from our day-to-day routine but from the web landscape as well. In the midst of a wide array of data, images, and graphics, customers are willing to see only what they need most at the very moment of the search. We are living in the era in which time and energy of every individual are valued the most. This is why we refer to a single purpose of your landing page design – make it as focused as possible.
2. Personalization – choice or necessity?
Guess: what’s the main difference between a company that thrives and the one that lags behind? The first one is able to meet the needs of its customers much better and on a more personal level. Landing page message should be tightly linked to the unique value your company offers and be an answer to whatever customers might be willing to know. Is there a better way to use your landing page if not to “communicate” with your target audience through your brand? Beyond doubt, that’s the main point…
3. Clarity and Minimalism
The design and structure of your landing page should be chosen based on the main website layout. Minimalistic footer, precise headline, clear CTA buttons, a few images or just one – they shouldn’t distract customers, but vice versa, urge to go further on investigating a website (the same goes for social accounts). Entice users with easy site navigation using maximum 1-2 CTA buttons and hyperlinks that allow them to escape back to other pages if needed.
4. Solid color palette
Colors subconsciously affect our feelings, emotions, and attitudes much more than we can imagine. No doubts content is king here (in all its various forms), BUT non-verbal communication (unlike verbal tools) can help patients to better understand what your products or services are about. The colors you choose might do both: drive interest or withdraw from further investigation: each tone causes specific associations, encourages taking immediate actions or simply uplifts user experience.
5. Video to experiment
How about incorporating different multimedia elements on your landing page? The best way to stand out in a competitive market is to add something unique that has not been used that much so far. Do not get this confused, it shouldn’t be a video-only landing page, but by adding it you can increase your conversion rate dramatically. Obviously, a video should come after the headline where users can see it and choose to play.
What is new out there for pharma marketers in terms of fonts and typography? Pharma landing pages need to be highly appealing due to not only the images but clear typography as well. The year 2019 will be a year of digital diversities and experiments; fonts are changing along with other elements. Their foremost purpose is to carry your message out to the audience. Thus, it’s essential to figure out what fonts have been most influential recently and keep pace with that trend. For example, sans-serif fonts are easier to read, especially on mobile devices. Regardless of future trends, simplicity in typography won’t be out of the game. Especially it concerns pharma, as its wording needs to be clearly defined and easy to read.
NB! Font size and weight matters. That is always good practice to stick to one type of font. Good if they are fresh, far worse if they look fancy.
Call-To-Action buttons are still most crucial in terms of improving conversion rate and driving traffic to your website. They need to be effective and action-oriented, yet simple and user-friendly. Not to mention that visual CTAs always work much better.
Based on those above-mentioned trends, here we have gathered some practical recommendations that should be counted if you want to elevate your landing page efficiency and tighten up its design:
Maintain Brand consistency
Any differentiation in your brand name might seem confusing and unprofessional, especially for new users. For example, if you choose caps, be consistent and stick with it (the same goes for the number of words – there shouldn’t be overflows).
Optimize images for Mobile
Don’t neglect the logo! Sometimes the logo images might appear a bit more blurry on the mobile screen if they’re not properly optimized (by the way, which is not good). You’ll benefit much better when your logo is easily displayed on a mobile device like in its natural dimensions on any other screen.
Add more space
Sometimes the slightest details make the biggest difference. Matching and mixing all those small details can help to create a cohesive design. Don’t bundle everything together! Small, simple bullets (instead of long paragraphs), a catchy headline, relevant images and convenient contact form with just a few fields to fill out can help to maintain a solid focus and increase concentration on needed content.
Get More with Fewer images:
At times, having one good image is enough to completely change customers’ perception about pharma brand. Once you choose an image, ask yourself how it represents your brand and whether it compliments it or not. If it doesn’t, find the one which captures the audience’s attention. Images are like visual CTAs that subconsciously encourage us to take immediate actions or learn more.
Keep the same spacing
It’s always good practice to maintain consistent spacing and font sizing. For example, all section padding is 60 px, while all CTA buttons or other small spaces are 15 px.
Forget about diversity in fonts
Believe it or not, too many fonts might look messy and deconcentrate users’ attention. Try to combine them wisely or stick to no more than 2 or 3 font families.
It’s worth experimenting with color palettes
Dilute pure colors or add gradients in order to make a text hierarchy more subtle and soft.
NB! A quality color scheme is the “promise” of pharma brand innovativeness.
Highlight the CTA buttons
Ideally, CTA buttons should be contrasted enough against the background. For example, a prominent orange button with an overall blue color scheme. They are the reminders on what pharma marketers want their users to do while scrolling down the page. Make those CTA buttons consistently worded and properly colored.
Well, we need to get right to the point in our landing page design – to achieve a positive, long-lasting impression. Yet before going to design itself – content first is the only right way. However, how about flexible, reusable content that fits any channel, system or device? Moreover, Viseven has a needed expertise in creating engaging microsites for global companies in pharma landscape. Thanks to our highly experienced managers, your landing page will outperform not only your targets but your expectations as well. Subscribe to our newsletter and discover more about our whole new approach in multichannel pharma marketing.