The rules of the landing page game are always changing.
More marketers than ever will be creating landing pages in 2015, which means you need to up your landing page game. And what better way to do this than by discovering and implementing some of the latest landing page trends.
At Instapage, we get conversion optimization. We always have our ear to the ground to keep up on the latest in landing page optimization techniques, discovering what works, what doesn't, and how you can make a huge impact with small changes. With more than 1,100 landing pages being designed with Instapage every day, we get a close look into what’s working for conversions and what’s not.
It's halfway through 2015, and we’ve analyzed thousands of landing pages to identify the conversion optimization trends that are actually working for attracting prospects and turning them into leads.
By implementing these top landing page trends in 2015, you’ll be giving your pages a chance to compete with the pages of top industry designers.
1. Professional Custom Photography
Stock images are finally being left out of the landing page equation and taking their place are professional custom photographs. These are images that your visitor can not only identify with but is happy to see, because through these pictures, they get to peek into the company they’re about to do business with.
The Grain and Mortar page achieves this flawlessly.
So does the Adobe Typekit page.
You can also showcase your product with the help of custom photography like the Foodtruckr does with its ebook landing page.
2. Guided Product Tours
Instead of listing product features on your landing page, brands are showing visitors how their product/service works. This is not only more visually appealing, but it also showcases your product in a more holistic way, increasing the probability of conversions.
This is what Intercom does on its landing page.
And what Daypack does, too.
3. Animated Page Elements
Your visitors see so many websites and landing pages a day that you need to stand out from the crowd to get them to pay attention. The best way to do this in 2015 is with animated page elements.
Want your visitors to snap out of their page coma and take action on your CTA button? Surprise them with an animated page element and get them interested in what you have to say.
The Montage landing page does this.
They show the visitor just how fast it is to get their book delivered with an animation of the Montage delivery truck making its way on the road with buildings and streetlights in the background.
The iPhone 6 landing page does this, too. When taking their visitors on a guided product tour, they’ve included some animation in the images of iPhones to keep the visitor interested.
4. Animated Storytelling
People do not buy goods and services. They buy relations, stories, and magic. - Seth Godin.
I agree with Seth 100%. When you tell a story on your landing page, you pull your visitors into a peaceful state of mind. It's a place where just you, your product, and they exist - and it is in this place that you can convince them to click on the CTA button.
You could tell them exactly how your product is going to get to them, like BOLDKING does with its landing page.
Or you can show them your brand's rich history, like the Space Needle does with its landing page. The visitor learns about what to look forward to at every height on the Space Needle. After seeing this page, I want to go to Seattle.
P.S. This page does take a little longer to load, but when it does it is simply majestic.
5. Material Design
Flat design is slowly being replaced with material design. And although flat design was great in a lot of ways, it did lack certain stylistic choices, which is not the case with material design.
Where flat design was limiting, constraining you to simple colors, shapes, and iconography, material design is three-dimensional which makes elements easier to interact with (Design Modo).
If you want to play with animations on your landing pages, then material design is the way to go. Another thing working in material design’s favor is that flat design is a mid-2010s trend. That means using flat design will make your page appear dated, which is of course something you don’t want.
This Google trends graph is all you need to see which design to go with on your landing page.
6. Hidden Menus
There shouldn’t be any navigation links on your landing pages, but let’s face it, marketers seem to be turning a deaf ear to this advice. So, if you have to put navigation links on your page, the best way to do this is with hidden menus. At least this way the links aren’t as big of a distraction and only open up when the user prompts them to.
The Brian Hoff design page does this:
Are there any landing page trends you think we missed? Let us know in the comments.