Landing Page Design
Landing page Design Models F and Z: Modern consumers do not have a large concentration of attention, and this is quite natural – who wants to fill the brain with unnecessary information, which has become too much? Therefore, the simpler the strategy for obtaining leads from site visitors, the better. The method of aitracking (eye-tracking) has long been used in research, and on their basis, it was concluded: it is most effective to use model F or Z on landings.
Model F vs. Model Z
When visitors to the landing page are viewing content, they are somewhere at the subconscious level resorting to model F.
First of all, a person pays attention to the horizontal top of the page – where the title is. Further, the gaze moves down vertically so as not to miss no less important points, for example, lists. And then the visitor to the landing page views the content horizontally and vertically – reads the subtitles.
This is model F.
The Z model is reminiscent of the F model, but still slightly different.
First, the gaze moves from left to right along the upper part, then down along the left edge diagonally. And at the end, the visitor again looks horizontally to the right. Naturally, the landing page does not have to be executed exactly in the style of F or Z, but if you are going to order a landing design, then the main elements – texts and a call to action should be placed according to these schemes.
How to order a landing design and choose “your” model for a landing page?
It all depends on the tasks of the site. For example, you offer to download a book – this is the simplest offer for visitors, there will not be much text here. In this case, the Z model is suitable.
If you need to convince the visitor to get something, there will be more text – choose model F for the page. In any case, focus on your ultimate goal – leads, and remember the psychology of viewing pages.
Landing Page Design Examples
The landing page from Mitel with the proposal to download the book is built on the model F. The structure is clear and effective. The visitor pays attention to the title, goes to the image and then reads the content, conveniently made in the form of a list. A call-to-action button also draws attention to itself, and the empty space does not make the page worse – on the contrary, it gives the visitor the opportunity to concentrate on the important.
The Oz webinar page is also based on Model F.
Here, too, there is an empty space that attracts the visitor to the text and form.
The Oracle Report page is built on the Z model.
The visitor, first of all, looks at the logo, from it goes to the photo. After that, he looks down diagonally and then to the call button. Moreover, the button is made in contrasting colors.
The PayScale page also uses the Z model.
Visitors look from the logo to the heading, then to the text, and then to the form of overshoot and call to action. At the same time, the image of a paper airplane attracts a heading, and structured text is easy to read.
Create an effective landing page design
All people have the same eye movements when they get to the site: this is a psychological property. Using the two simplest tracking models – F and Z, you will significantly increase the conversion through landing page design skills.