No matter what digital campaigns you’re planning in 2021, you’re going to need a killer landing page design strategy. If you’ve got a marketing plan and landing page design is not a part of it, then you are most likely going to miss out on the benefits this marketing tool has to offer. Landing pages drive results, as evident by the statistic above, especially if you know how to create and design a high-converting landing page following the latest trends.
In other words, you need to create a landing page that will be optimized to drive traffic to your website and influence people to go forth with the actions the CTA suggests.
However, there is a mistake that most brands are guilty of: Creating landing pages that look the same as those of their competitors.
This blog post is here to make sure you understand what you need to do to stand out by using and not blindly following the landing page design trends for 2021.
There are many ways to create a landing page that will be bold, beautiful, and eye-catching. But let me tell you about my two favorites.
It may be an old trend, sure, but bold typography is here to stay, and it will continue catching a prospect’s eye in 2021 as well.
Being bold and using larger fonts is a way to get your USP out there without being repetitive or making any substantial changes to your content strategy to accommodate your landing page’s design.
Bold typography allows prospects to scan through your landing page and not think things too much while enjoying your page’s overall look and feel and following through with your CTA’s actionable verbs.
Trulia’s USP is that it can get you a personalized estimate of your home’s worth. This is a big deal, and the bold typography shows precisely that.
Video: Landing Page Design Trends
You may wonder, “What makes a video on a landing page, bold?”. Well, let me tell you.
Videos on a landing page are a master-weapon to conversion. There are plenty of types of video content ideas you can use, from testimonial videos, explainer videos, or even do it like my personal favorite:
Landing page videos are a bold move because they always increase engagement. Remember, videos go viral and grab a prospect’s attention with more ease than other forms of content. Just remember the following points:
- Your video needs to be optimized for mobile.
- Ensure that it doesn’t load slow, as it will make the prospect bounce far off your landing page.
- Quality videos will make the prospect think of a quality product, and that’s what you need them to think of when it comes down to what you offer.
In the case of Dollar Shave Club’s exquisite landing page video, we’re talking about an explainer video that aimed to showcase the brand and what it’s all about. And oh, did it work like a charm!
With 12.000 orders in 48 hours and a video that’s bound to be one of the funniest, most personality-packed ones out there, it did deliver!
A Little Trust: Landing Page Design Trends
Yes, I know what you’re thinking; this is content and not design. But bare with me. A little trust and a mindset based on social activism beliefs can go a long way – as it should, given the strange situation we’ve been dealing with for the past year.
Trust in Social Justice
The pandemic has managed to shape a marketing landscape that’s completely different from what we’ve experienced so far, making people research and invest in brands that strive for social change more and more.
The root of that behavior is the deep emotional connection it can elicit, the feeling that the consumers can be each other’s support system, in a way. And, as we all know, support systems create a bond and trust. That’s what needs to be evident on your landing page.
So, be involved. Whether you’re an NPO or an eCommerce brand, try to be as involved in social justice matters as possible. This will show your prospects that you’re a brand that cares, along with using social proof.
Trust in Social Proof
As a marketing tactic, social proof is the art of using an existing customer’s experience with your product to boost the trust between your brand and a prospect.
Social proof is almost as necessary as using the proper marketing tools to create your landing page – or even as deciding that a landing page is the best way to generate leads for your business, to begin with.
Again, this is not design per se, but it will make all the difference.
Your brand can provide social proof in the form of customer testimonials and User-Generated Content (UGC), amongst other things. Like so:
As you see above, there are customer testimonials that can be found on third-party websites. The best thing about them is that they can be highly targeted for specific audiences, and the testimonials can be linked. That way, the prospect can click directly on them and make sure they’re real.
Gather user reviews and UGC that can be shareable and linkable on your social media and lead users to your landing page through your social media content.
This tactic can help you have content for days, but it can also work the same way influencer marketing works for Instagram growth: It shows how people who belong to the audience you want to target can enjoy your product and provide real-life value.
AI, AR, Oh My!
Your design might be the best around, but how sure are you that it will resonate with your audience on landing page design trends?
Personalize with AI
How sure are you that you know what makes your prospects – and customers, for that matter – tick? The best way to know that is to use customer segmentation and personalize the experience.
You see, bold typography, social justice, and video content are not always the answer. Not when your audience doesn’t need those.
This would be an excellent time to delve into your data and use the power of AI and machine learning. Using AI-powered tools will allow you to create segments that will resonate with each and every prospect – or almost. This will give you as many variations of your landing page, and it will, in the end, allow you to create one that will be optimized and contain a personal look and feel.
Innovate with AR Landing Page Design Trends
This is probably the hottest landing page design tip for beyond 2021.
You all know what AR is, right? Augmented reality is not a new concept, but it’s undoubtedly one of the most exciting and efficient. However, it’s not guaranteed it will work for everyone.
For example, Gucci developed an AR feature that allows prospects to try on its sneakers and check them out from different angles, take pictures of them to post on social media and, best of all, make a direct purchase from Gucci’s website.
This kind of AR technology allows prospects to make the right decision on the spot. Minimizing the chances of them regretting the purchase and asking for a refund. So, allowing brands to take advantage of buyers’ impulsive nature.
This can boost both the brand’s conversion rate and brand loyalty and customer satisfaction.
Your landing page’s design doesn’t just need to be optimized for mobile. Nowadays, you need a landing page that will be able to adapt to different screens. So, make sure to create different versions of some page elements for different screen sizes.
For example, don’t try and fit the same background image into different screens. It may not work. Granted, your landing page will still be responsive, but it surely won’t look right. The same goes for your CTA buttons and fields on your landing page.
Consider the way things work on mobile and tablet screens. Instead of creating a responsive landing page, create an optimized, adaptable landing page.
You may need to change some elements or completely eliminate others. Sure, but an adaptable landing page means a better User Experience (UX). And better UX means more conversion.
Landing Page Design Trends: The Takeaway
This year gives a lot of changes, and we’ll see more as time passes when it comes to the tools and tactics marketers use.
The trends above may work for your brand, or maybe they won’t. There is no one-size-fits-all strategy. So, trust in your data, make informed decisions, and always A/B test.
After all, everyone can follow instructions down to a tee. You need to be creative enough for your brand to stand out.
Téa Liarokapi is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.