Prepared for Ryan | Delivered October 17, 2019
Landing Page Best Practices
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To highlight 2-3 current trends in landing page design and provide examples of brands/companies that are implementing each trend.
MINIMALISM IN DESIGN
A common trend in landing page design is the use of
minimalism in design.
Minimalist design is favored because it is a proven strategy in
delivering a brand's message
to web visitors. Additionally, simple landing pages facilitate faster
achievement of marketing goals
Minimalist designs are effective in
portraying a brand's message
because they only contain the
without too much information that would be hard for visitors to consume.
The advantages on offer in using a minimalist design in landing pages include
as a result of fewer images, sound effects, and a simpler navigation that makes it easier for visitors to
and web page speed optimization.
Web page speed optimization
is important because "a
delay in a website's speed can result in a
reduction in conversions."
A minimalist landing page is a design trend that results in
for digital campaigns.
Examples of website that have minimalist landing pages include
USE OF GEOMETRIC SHAPES
Another trend in landing page design is the
use of geometric shapes
like squares, circles, and triangles.
A combination of certain
geometric shapes and colors
results in a
in the subconscious of visitors. This is why visitors pay more attention to landing pages that make
good use of geometric shapes
A 1978 experiment by John N. Bassili revealed that humans
associate shapes with emotions
. For instance, Bassili's experiment revealed that human beings
associate a circle with happiness
Consequently, the use of shapes in landing page design is important as human beings associate
geometric shapes with emotions
and emotions are
integral to all decisions
that people make.
An example of a website that makes use of
in its landing page design is
subtle animations and effects
that are commonly used as extra landing page design elements.
Microinteractions might not be necessary in design, but their presence adds up to a
when interacting with a website.
error messages and confirmation messages
that pop up on a landing page can also be considered microinteractions.
This trend facilitates more
visitor interaction and engagement
resulting in visitors spending more time on a website. However, microinteractions must be
kept at a minimal
to avoid them ending up as
A good examples of website that makes proper use of microinteractions in its landing page design is
Femme & Fierce