Unlike a website’s home page, a landing page has the sole purpose of conversion. A prospect lands on this page because of a CTA, an ad, an email, etc.
Once the candidate reached the landing page, this digital asset has to convert the visit into a sale or an action. Both the blessing and the curse of landing pages is that they are always changing and their owners have to keep up the pace.
Luckily, as a business or entrepreneur, you have the opportunity to test what works best for you and your audience.
Today we will discuss the most exciting landing pages trends you should look into and even test in the next couple of years, keeping in mind that you need to put time and effort into a landing page that converts. Beyond aesthetics, you always have to keep in mind the conversion ratio.
1. Landing Page Customization
We live in a fast-paced world, where users generously offer a website, a landing page, or a piece of content up to 8 seconds of their time.
Moreover, your business probably has a handful of fierce competitors who are doing precisely what you are doing: converting website visitors into (returning) customers.
To stay ahead, you need to be able to build a landing page very fast and make it compelling without much effort.
One of the most crucial trends in landing pages these days is to create free landing pages easy with the help of a website builder. Long gone are the days of website coding, especially when it comes to SMEs, freelancers, entrepreneurs, artists, and so on.
Website builders offer now what seemed impossible a few years back: professional designs, drag-and-drop elements, logo creation, e-commerce and analytics integration, and more.
Building a landing page from scratch these days is a breeze, and the more you have, the better conversions you will witness.
A reliable website builder offers the chance of creating a landing page that is already up to UX standards by its default pre-made available templates. Such instruments allow you to not only build a responsive page but also customize it to a tee.
It’s fast, it works well, most of the times is free, and you can put your product/service/business front and center.
2. Mobile First Responsiveness
You may have heard of the “mobile-first” rule and “website responsiveness,” before, but now things get serious.
Google announced recently it would index and score Web Vitals factors for websites that have a mobile and an AMP version, not only a desktop one. Web Vitals are metrics that will turn into ranking factors by 2021.
In other words, you need to up your ante and revamp your existing website to be mobile and AMP responsive.
Moreover, no matter the design and message of your future landing pages, you need to test them all on mobile across all device types and screen sizes.
Since prospects reach your landing page via ads, other CTAs, emails, etc., and since mobile has over 50% of all users compared to the desktop, it makes all the sense in the world to have your landing pages up and running for smartphones and tablets.
3. Negative Space and Minimalism
A landing page that converts should keep things simple. Your users need to know precisely why they are there. You need to provide them with all the information necessary for them to do what you want them to.
Powerful headlines and compelling CTA buttons have been the bread and butter of pages with excellent conversion rates, but you need… less.
In web design and conversion language, blank space and minimalism mean even less bells and whistles than before. Keep in mind that empty space is not necessarily white.
It’s instead a negative space whose primary purpose is to highlight the specific conversion elements on that page.
It would be best if you stripped landing pages of navigation bars (you don’t want people to roam around your website and forget why they are on your landing page), visual clutter, links, etc.
If you stumble upon an all-black landing page with only a headline and a contrasting, vibrantly colored CTA button, you see the future.
4. Vertical Splitting
Internet users bore easily. In a sea of websites looking almost the same, high conversion rates go to those who innovate. Split-screen designs come with compelling benefits:
- It stands out among all the other full-screen hero home page designs and, therefore, makes an impact;
- Allows you to use hi-res images or custom illustrations (one of the major trends in web design right now) on one side and place your story and the CTA on the other;
- Split screens integrate smoothly and flawlessly with mobile responsiveness;
- They are versatile on their own because you can create even, uneven, layered, and faux split screens, depending on what you promote via your landing page.
Vertical splitting is not new, but it is an evolving trend. As long as you don’t give users choices and you don’t trap them on the page, the sky is the limit.
5. Improved Loading Times with Particle Background
We know that video killed the stock photo star, but using video backgrounds for your landing page means poor performance or long loading times.
Nobody wants that for a landing page whose purpose is to convert. Watch out for subtle motion effects – or particle background.
Reaching the ideal conversion rate of over 10% is no easy feat. Testing and re-testing the page, choosing the perfect color scheme, keeping things simple while telling a compelling story, and providing a powerful CTA to click on are the main strategies across all online businesses.
However, with the rise of website builders, integrations, and tools, you can understand and master UI and UX to reach your goals and turn visitors into clients.
Web design and online users’ behavior are ever-changing landscapes. Keep an eye on the trends and jump that specific bandwagon that serves your needs.
You may choose custom illustrations over particle background and even feature an HD video on your landing page. It matters less what trend you follow as long as you do not lose conversions, and you keep people clicking on that button.