This great article on user interface design highlights many of the design considerations one must consider when building an optimized web site. These principles are particularly applicable to landing page design, where the page layout is critical to driving conversion rates. Here is a table summary Digital Web Magazine's writeup of design tradeoffs one must consider.
| Design | Benefit | Cost |
|---|---|---|
| Shallow information architecture | Fewer clicks to find info | More clutter |
| Deep information architecture | Clean, reduced clutter | More clicks to find info |
| Small font | More information per screen | More difficult to read for some users |
| Large font | Easier to read | Less information per screen |
| Drop-down box | Selection amongst many choices using limited space | Hidden choices |
| Radio buttons | See all selections at all times | Additional space required, clutter |
| Icons | Quick recognition once learned, aesthetically pleasing | Must be learned |
| Text links | Always understood | Must be read, do not stand out as actionable items as much from other text |
| Abbreviations | Save space | Must learn or recognize |
| Full text | Easily understood | Requires additional space |
| Keyboard shortcuts | High speed of data entry | Must be learned |
| Point and click | Intuitive | Additional time required for interaction due to increase motor skills required |
Read article at Digital Web Magazine