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Tendencies & Finest Practices for Touchdown Web page Design in 2022 – Outbrain

In a saturated on-line world, offering a singular person expertise and a artistic design feel and appear are completely important for the success of your touchdown pages. However what are the required parts to realize this in 2022? That’s what we’ll discover on this article, so you may improve and optimize your touchdown pages primarily based on data-driven selections and rising developments.

However earlier than we dive in, let’s begin from the start and perceive the aim of touchdown pages. Then we’ll transfer on to debate how you can create an attractive, high-converting touchdown web page.

What’s a Touchdown Web page?

A touchdown web page is a purpose-built internet web page for the promotion of a particular product or marketing campaign. It’s the web page {that a} customer ‘lands on’ after clicking on a hyperlink in a advertising e-mail, Google advert, native advert, social media advert or put up, or some other promoting hyperlink. 

Touchdown pages ought to be conversion-oriented with a particular objective in thoughts. Whereas technically any internet web page is usually a “touchdown web page,” if it isn’t created as a campaign-specific web page serving a particular function, it gained’t be efficient at gaining conversions.

How is a touchdown web page totally different from a homepage?

A homepage is superb for showcasing your organization’s most important message, mission, and perhaps even some sales-oriented content material.

Nevertheless, to spice up conversion charges of web site guests, you want rather more than an everyday web site or homepage. You want touchdown pages.

Touchdown pages deal with a single objective, and you’ll have a number of touchdown pages for various campaigns. A touchdown web page has one central Name to Motion (CTA), focusing the customer on the message and driving them to transform. Then again, homepages have various parts and a extra normal message. A homepage can have a number of hyperlinks to totally different components of the web site, not only one most important CTA, so will probably be a extra distracting and open-ended expertise.

A homepage is a long-term funding. It isn’t up to date or modified very repeatedly. Touchdown pages are used for targeted campaigns, so that they normally have a shorter ‘shelf life.’ That’s why it’s finest to make use of an internet touchdown web page editor with a number of templates to select from. 

This makes it a lot simpler to craft high-converting touchdown pages shortly with out investing in design and coding each time. In Moosend’s editor, you may create touchdown pages with many various designs. Right here’s an instance:

Touchdown Web page Tendencies in 2022: What to Anticipate

Like all advertising property, touchdown pages are topic to well-liked developments in visible design and person expertise. Listed below are a few of the upcoming developments in touchdown pages that may assist drive excessive conversions in 2022:

Micro animations add depth to web page design

Whereas quick animations usually are not new to internet design, in 2022, we anticipate a development on this development. Delicate GIFs and animations will convey your touchdown web page to life, offering a extra participating expertise for guests. 


True to their identify, micro animations are small, however they’re very highly effective. Micro animations successfully spotlight key sections of a touchdown web page and draw the person’s consideration to the content material you need them to learn or an motion you need them to take.

Micro animations additionally provide a private and artistic contact to your touchdown web page, making it a bit totally different from the competitors. Take into consideration how objects transfer on a curve or wheel as a substitute of a flat airplane. Use this as inspiration to animate micro-elements in your web page and create a singular person expertise.


Leverage illustrations as hero pictures

Increasingly more, we’re seeing the development of illustrations changing photographic pictures on touchdown pages. In comparison with pictures, illustrated graphics are smaller in file dimension, so that they load faster on the touchdown web page, a big benefit.

Because of the brand new Core Net Vitals tips by Google, internet designers and builders are searching for options to hurry up web page load occasions and enhance the person expertise. Illustrations are one such choice.


As well as, well-crafted graphics have the facility to specific an thought behind a services or products in a extra enjoyable and concise manner. A custom-made, one-of-a-kind illustration is an effective way to draw readers’ curiosity and creativeness. 

In 2022, illustrated characters will proceed to be a preferred theme for touchdown web page designs. Characters distinctive to your web site design and id create a memorable model expertise. 

One other manner to make use of illustrated characters is positioning them as a part of the CTA (Name to Motion), making the conversion enjoyable with out being forceful. This helps enhance conversions and strengthen your touchdown web page outcomes.

Differentiate your scrolling expertise

Within the quest to create distinctive person experiences, internet designers are experimenting with different scrolling methods on touchdown pages. 

Vertical scrolling is the most typical, whereas horizontal scrolling is a disruptive UX design idea that catches customers’ consideration whereas remaining easy and useful. For instance, Gelateria Amande incorporates a horizontal scrolling carousel with high-quality product pictures, engaging drawings, and animated typography. 

All through 2022, we anticipate to see extra touchdown web page designs that incorporate unique and non-traditional approaches to scrolling.

Distinctive scrolling leverages extra superior visible design and front-end growth talents to extend time on web page and person engagement. DJI’s internet designers took it to the following stage with a extremely interactive person expertise: customers scroll or click on by way of to view their new product strains.

Pique person curiosity with summary shapes

In 2020, geometric shapes have been a big web site design development, however in 2022, summary, unique, or organic-inspired shapes shall be all the craze. Think about, for instance, the types present in nature, similar to hills or the borders of a lake.

Manufacturers have begun adopting these varieties of surprising shapes, including sudden visible pleasure to their touchdown pages. For instance, Moosend leverages this development with an natural form as a background to the primary hero shot. 

Fluid types are a superb technique to divide areas of an internet site with out utilizing sharp strains or angles.

Add movies to your touchdown pages

One of many prime internet design developments for 2022 is video on touchdown pages. Video is without doubt one of the hottest gadgets for telling a model story or showcasing a services or products in a significant and memorable manner. 

Take, for instance, the Outbrain dwelling web page. Earlier than potential prospects proceed scrolling down the web page, the video boosts buyer engagement by grabbing their consideration and serving to them perceive the model and product. 

For those who’re constructing a brand new touchdown web page in 2022, we advocate together with movies in any format that works to your viewers. For instance, a  product, explainer, or testimonial video can have monumental energy to steer potential prospects to take motion. 

Be certain to maintain touchdown web page movies quick and targeted, not more than 1 to 2 minutes, so that you get your message throughout with out shedding buyer curiosity. Host it on one other platform like YouTube or Vimeo after which embed it in your touchdown web page. This fashion, you don’t threat rising your web page load velocity, probably harming your website positioning metrics in the long term. 

Voice search optimization & accessibility

Right this moment, individuals don’t search on Google with easy key phrases. They’re extra prone to ask a query in a conversational model. Equally, web site design can be trending to accommodate speech chatbots, digital assistants, and different voice instruments. 

Whereas voice-activated interfaces aren’t but normal on most web sites, in 2022, we should always anticipate to see an increase within the variety of touchdown pages that provide voice search as a substitute for conventional textual content search.

There may be additionally the essential subject of accessibility. This yr and past, touchdown web page design will have to be accessible, offering a optimistic person expertise, straightforward navigation, and compliance with internet accessibility legal guidelines.

Implement gradient parts

In 2016, when Instagram relaunched, the brand new gradient emblem drew a lot consideration. Though it was totally different from the dominant design types on the time, their resolution to modernize gradients had a big influence on the way forward for design.

Gradients have gotten increasingly more well-liked amongst internet designers searching for new concepts and inspiration, and we anticipate to see gradients included into extra touchdown web page designs within the coming yr. Manufacturers like Stripe use gradients to pique visible curiosity and information guests by way of their web site.

Starting from delicate coloration overlays to eye-catching backdrops, gradients can present depth to an illustration or add texture. Gradients have gotten extra frequent with bigger, stronger typography, however extra on this development under.

Supersized titles

The web is a really busy place, and potential prospects have much less time to spend on extra web sites. Consequently, touchdown pages are evolving to incorporate massive, daring headers and condensed messages to draw customers’ consideration and increase conversions. 

The bigger headings are continuously paired with a smaller sub-text copy to offer the person with extra context. To take it to the following stage, create a type utilizing lead seize software program like Hubspot and information your potential prospects by way of your copy into the following step of your advertising funnel.

Trendy minimalism to extend engagement

Minimalism, often known as “flat design,” shouldn’t be a brand new development, however it’s timeless. Typically, flat design is built-in with detrimental or white area. Apple is an instance of a model that has constructed its entire on-line presence round minimal parts and aesthetics. 

You don’t must go all white to be minimalistic. Actually, in 2022, we’ll see experimentation with colourful minimalism on touchdown pages.

Colourful parts positioned in the fitting manner seize the person’s consideration whereas sustaining an ordered, clear look. This design may be very efficient mixed with a transparent, strong name to motion.

See under how Shopify does an awesome job with colourful minimalism. Their web site makes use of a vibrant but delicate background coloration, clear fonts, and minimal design elements to create a glance that’s directly attention-grabbing but straightforward on the attention.

Leverage coloration in artistic methods

Α considerate use of coloration to generate particular moods shall be essential in 2022. Shade psychology, or the research of how coloration impacts human habits, has been round for hundreds of years. Entrepreneurs have lengthy been utilizing it to encourage potential prospects to take motion on their touchdown pages.

Whereas individuals interpret colours in a different way, some colours are typically related to sure moods. Inexperienced, for instance, is commonly related to nature and pure merchandise, whereas purple is related to vigor and keenness.

In 2022, internet designers will use varied colours on touchdown pages to specific the temper or emotion of their model or marketing campaign. If you’re trying to improve your touchdown web page, benefit from this development and deal with the colours that create the fitting temper.

Make Your 2022 Touchdown Pages Shine

Each enterprise or model ought to be utilizing touchdown pages of their digital campaigns. Touchdown pages are important for encouraging a particular motion and changing customers to prospects.

In 2022, a variety of touchdown web page design developments will provide help to guarantee excessive conversion charges and elevated revenues. From micro animations to enjoyable illustrations, unique scrolling strategies, and colourful minimalism, be certain that to brush up on the newest well-liked design concepts – and, in fact, select an on-line builder to make your touchdown web page dream a actuality.

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