Are you satisfied with your conversion rates?
If you're like most people, the answer is no. According to Econsultancy, only 22% of businesses are satisfied with their conversion rates.
Yes, a measly 22%.
So why is it that the vast majority of business owners are unsatisfied with how their pages are performing?
We think it's because 78% of businesses are creating poorly designed landing pages they fail to optimize. These pages fail to attract their customers’ attention, and chances are good it's because they were created with elements that have become obsolete.
What these businesses fail to understand is that online consumers are no longer hesitant. They know what they want, and they don’t get swayed by flashy or spammy landing pages to get it. Nowadays just having a landing page won’t cut it. Every page you create needs to be optimized up to current standards and relevant to your brand and message.
The Importance of Landing Pages
Companies with more than 40 landing pages get 12 times more leads than companies who have created five or less landing pages.
Translation; if Sally’s company pulls in 200 leads from three landing pages, Bob’s company will pull in 2400 leads from forty landing pages.
This is why our tagline reads, “A page for every promotion”.
At Instapage, we don’t just understand that marketers need to create more landing pages, we make it easy for you to create your landing pages. And it is in this spirit that we looked at 1060 landing pages and made a list of all the elements that were generating the most conversions.
Today, we are going to discuss 5 innovative trends that have been implemented by top industry designers on top industry landing pages in 2015.
Landing Page Trend #1: Full-screen Contextual Landing Page Videos
Using a video on your landing pages can increase conversions by up to 86%.
But embedding a simple video link on your landing pages is now becoming old news. When you use a full-screen contextual video on your landing page like Todoist does, you have two advantages. First, you get to autoplay your video for higher impact without annoying the hell out of your customers.
Secondly, the silent video plays on in the background - not causing any kind of nuisance and distraction - while adding context and relevancy to the service.
Contextual videos help set the mood for the conversion. Your customers are triggered emotionally with the subtle imagery and are persuaded to click the CTA button. With full screen videos, you get to include more than a single image on your page, which means you get to have more than one conversion opportunity to make an impact.
Story & Heart also uses contextual videos in a good way.
Landing Page Trend #2: Illustrations
Illustrations help add personality to your landing page. When you include an illustration on your landing page, whether it's of your product or your mascot, you convey to your customers that your service is different from your competitors.
You have personality and punch - which makes them trust your service and your landing page.
Want your landing pages to be quirky and personable? Try adding an illustration instead of an image.
See the Shape landing page as reference.
You can also include illustrations of logos and background images to stand apart from the crowd.
Emphasize your brand, and tell your story through great images.
Landing Page Trend #3: Pages with Parallax Scrolling
Parallax scrolling is not a new thing. However, according to Google trends, its popularity has been increasing since 2013, and we think its growing prevalence makes it a contender.
On landing pages with parallax scrolling, the background moves at a slower rate as compared to the foreground, so a 3D effect is created as the visitor scrolls.
With the help of parallax design, you can tell a story on your landing page, and satisfy your visitors’ quest for knowledge about your product gradually. When this design technique is used along with effective copy, you create a masterful and persuasive page.
This is what the Horse and Cart Agency does with its page.
The Made in Days landing page also makes use of this trend.
Lix Pen uses parallax design on their landing page to explain their cool 3D printing pen.
Landing Page Trend #4: Ghost CTA buttons
A majority of the pages I saw while researching for this post had ghost CTA buttons on them, which is why I’m forced to mention this trend here (although I am not too crazy about this particular fad).
A ghost CTA breaks the first rule of an optimized CTA button, which is that the button needs to be contrasting. This breed of button is very subtle, to say the least, they look more like holders for content than they do CTA buttons.
So, this is definitely a trend that you should A/B test before you implement it across your landing pages.
Forest has a ghost CTA button on their landing page.
We Are Spry has one, too.
Have you seen any innovative landing page trends that you would like to share with us?