There are millions of landing pages but we remember only few. Why is that? What distinguishes top pages from the rest? Here are 5 trends visible on the top landing pages.
#1 – Don’t attack with opt-in forms
People are tired of web forms. They don’t want to be attacked with „I want to sell you something” when they first visit your landing page. It turns out that a more subtle way of collecting data – 2-step sign up forms – can increase conversion rates by about 30%.
#2 – Parallax scrolling
HTML5 and CSS3 has enabled designers to create more advanced and interactive effects. One of them is a popular parallax scrolling when the background graphics moves slower than the foreground, creating a 3D effect as you scroll down a page. The first parallax website for Nike „Nike Better World” was created by Ian Coyle in 2011. It’s become very popular and overused by designers. It’s a great tool for storytelling or presentation of the product but it doesn’t work for every site. Here are some great parallax websites on 20 Best Websites with Parallax Scrolling of 2013.
#3 – Language of benefit
What’s worse than a boring website? A bragging website. Too many companies focus on their awesomeness instead of the problems they are solving. It’s not easy to resist the temptation of writing how great a company or a product is. It is how you present the value your product adds to the customers’ lives that wins them. Take a look at HubSpot and Apple’s iWatch copy. They focus on the value they bring, not their awesomeness.
#4 – Ghost buttons
Since Above the Fold had lost its meaning in landing page optimization, there has to be another way of distinguishing you CTA. Or doesn’t it? Instead of making the buttons more visible, designers are trying to make them invisible with ghost buttons.
#5 – Full screen video
Video is a powerful tool that adds a bit of a human touch to your business and visualize your products or service. Full screen contextual video is great especially for storytelling. However, before you start using it think if:
a) it’s not going to confuse your users and decrease conversions
b) your video has context and tells a story about your business.
Showing a video o people drinking coffee doesn’t really add anything and can be confusing. However, when in the right context it can be a powerful tool to tell a story about you.