The consistency of your brand is paramount to the marketing of your business. Visual consistency allows your audience to identify you and helps with the “know, like and trust” your brand builds. Whether it be your landing page or the emails sent as soon as a customer signs up, you want it to be consistent. Keep your design consistent across the customer journey and it will go a long way in building the credibility of your business.
Plus, it makes creating content and marketing easier for you and your team. As I (Co-Founder of Upflowy Guillaume Ang) continue to review sign up flows as part of my “Flow State” series, I see the conflict that ad landing pages continue to break the design ethos. I am here to show you what you can do instead!
The design of a sign up flow
A sign up flow is more than just the questions you ask your target audience. It is a process where your audience also learns more about you and your brand. Showing your brand in a way that showcases who you are and what you do comes down to the messaging and design.
When you design your signup flow, you want to set up the expectation of your leads. Tell your audience what they can expect (which Webflow did nicely, see from 3:28 minute below). You want to take your audience on a journey so tell them what that journey looks like. Then, of course, you want to make sure the sign up flow matches your website and branding style – this ensures consistency, and plus – you don’t want your audience to be confused with who you are or what you are doing, right?
If you take them to a sign up flow that isn’t relatable to your brand, they might even think they have clicked the wrong button and landed somewhere else – I am sure it happens. This can also create confusion around what you do as a brand.
With Upflowy, we allow you to create unique flows to align with your branding. Our seamless design allows your website branding to remain consistent throughout the signup process (it won’t even feel like a third-party platform).
The design of a landing page
There are at least 2 types of landing pages out there. The ones you’ll experience when accessing the root domain name of a company: mycompany.com, and the ones that you’ll access by clicking on an ad or sponsored link, which we’ll call Ad Landing Pages for the purposes of this article.
Ad Landing Pages are usually more personalised than the main Landing Page, because they are built to go hand in hand with the ad that precedes them. Main Landing Pages try to cater to everyone at the same time because the company typically lacks information about their new visitors. They both serve a different goal.
My view is that Ad Landing Pages are usually providing a degraded experience compared to the original Landing Page. It’s normal because they are easier to produce. They typically don’t contain the depth of information the main Landing Page contains, nor the interactivity, or even sometimes, they lack links to the rest of the site.
The issue resides in the fact that most companies don’t use the same CMS to manage their main landing page and their ad landing pages. The main landing page is well crafted by a designer while the other is a drag-and-drop templates.
Our view is that companies should move away from solutions like WordPress that don’t offer the simplicity and flexibility of CMS like Unbounce or Instapage, but they should also move away from solutions like Unbounce or Instapage that oversimplify landing page design. I believe that Webflow is on the right track to bring the best of both worlds but not 100% there yet.
Overall, landing pages should become experiential journeys rather than static pages, and should be as personalised to the user as possible, whether the user comes from organic or ads.
Want to see more about the Webflow landing page, check out the latest episode of Flow State below…
Here is what you want to do with your landing pages (and more specifically your ad landing page):
- Make your landing page stand out, but not go too far from your branding
- Make it as aligned with the main page as possible
- Have bright call to actions (so you audience knows exactly what you want them to do)
- Limit the number of call to action (to get clearer test results)
- Highlighting USPs specific to the targeted persona (to get more learning)
What is next for you and your business?
Here is a question for you…Are you ready to take your signup flow to the next level?
Upflowy is the no-code SaaS product that gives you complete control of your signup flow and is the perfect option for you and your business! We help you create seamless signup flows that stay consistent with your branding, then all you have to worry about is the landing page!