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


In a saturated on-line world, offering a novel consumer expertise and a inventive design feel and appear are completely important for the success of your touchdown pages. However what are the mandatory parts to realize this in 2022? That’s what we’ll discover on this article, so you may improve and optimize your touchdown pages based mostly 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 create a stupendous, 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 selected product or marketing campaign. It’s the web page {that a} customer ‘lands on’ after clicking on a hyperlink in a advertising and marketing e-mail, Google advert, native advert, social media advert or put up, or another promoting hyperlink. 

Touchdown pages must be conversion-oriented with a selected purpose in thoughts. Whereas technically any internet web page is usually a “touchdown web page,” if it’s not created as a campaign-specific web page serving a selected 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 principal message, mission, and possibly even some sales-oriented content material.

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

Touchdown pages give attention to a single purpose, 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. Alternatively, homepages have various parts and a extra normal message. A homepage could have a number of hyperlinks to totally different elements of the web site, not only one principal 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 often. Touchdown pages are used for centered campaigns, so that they often have a shorter ‘shelf life.’ That’s why it’s greatest to make use of a web based 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 Traits in 2022: What to Count on

Like all advertising and marketing belongings, touchdown pages are topic to in style developments in visible design and consumer expertise. Listed here are a number 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 will not be new to internet design, in 2022, we anticipate a development on this pattern. Delicate GIFs and animations will deliver your touchdown web page to life, offering a extra partaking 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 consumer’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 inventive 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 novel consumer expertise.


Leverage illustrations as hero photos

Increasingly more, we’re seeing the pattern of illustrations changing photographic photos on touchdown pages. In comparison with images, illustrated graphics are smaller in file measurement, so that they load faster on the touchdown web page, a major benefit.

Due to the brand new Core Internet Vitals pointers by Google, internet designers and builders are in search of options to hurry up web page load instances and enhance the consumer expertise. Illustrations are one such possibility.


As well as, well-crafted graphics have the facility to precise an thought behind a services or products in a extra enjoyable and concise approach. 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 well-liked theme for touchdown web page designs. Characters distinctive to your web site design and identification create a memorable model expertise. 

One other approach 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 consumer 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 purposeful. For instance, Gelateria Amande incorporates a horizontal scrolling carousel with high-quality product images, enticing drawings, and animated typography. 

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

Distinctive scrolling leverages extra superior visible design and front-end growth skills to extend time on web page and consumer engagement. DJI’s internet designers took it to the subsequent degree with a extremely interactive consumer expertise: customers scroll or click on via to view their new product traces.

Pique consumer curiosity with summary shapes

In 2020, geometric shapes had been a major web site design pattern, however in 2022, summary, authentic, or organic-inspired shapes shall be all the trend. Contemplate, for instance, the kinds present in nature, resembling hills or the borders of a lake.

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

Fluid kinds are a wonderful methodology to divide areas of an internet site with out utilizing sharp traces or angles.

Add movies to your touchdown pages

One of many prime internet design developments for 2022 is video on touchdown pages. Video is among the hottest gadgets for telling a model story or showcasing a services or products in a significant and memorable approach. 

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. 

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

Be certain that to maintain touchdown web page movies quick and centered, not more than 1 to 2 minutes, so that you get your message throughout with out dropping 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 pace, probably harming your search engine optimisation metrics in the long term. 

Voice search optimization & accessibility

Immediately, folks 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 commonplace 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 an alternative choice to conventional textual content search.

There’s additionally the essential problem of accessibility. This yr and past, touchdown web page design will must be accessible, offering a optimistic consumer 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 choice to modernize gradients had a major affect on the way forward for design.

Gradients have gotten an increasing number of in style amongst internet designers in search of 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 via 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 widespread with bigger, stronger typography, however extra on this pattern under.

Supersized titles

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

The bigger headings are regularly paired with a smaller sub-text copy to offer the consumer with extra context. To take it to the subsequent degree, create a kind utilizing lead seize software program like Hubspot and information your potential prospects via your copy into the subsequent step of your advertising and marketing funnel.

Fashionable minimalism to extend engagement

Minimalism, also referred to as “flat design,” isn’t a brand new pattern, however it’s timeless. Usually, flat design is built-in with unfavorable or white area. Apple is an instance of a model that has constructed its complete on-line presence round minimal parts and aesthetics. 

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

Colourful parts positioned in the precise approach seize the consumer’s consideration whereas sustaining an ordered, clear look. This design may be very efficient mixed with a transparent, stable name to motion.

See under how Shopify does an important 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 without delay attention-grabbing but straightforward on the attention.

Leverage coloration in inventive methods

Α considerate use of coloration to generate particular moods shall be necessary in 2022. Shade psychology, or the examine 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 folks interpret colours in a different way, some colours are usually related to sure moods. Inexperienced, for instance, is usually related to nature and pure merchandise, whereas crimson is related to vigor and keenness.

In 2022, internet designers will use numerous colours on touchdown pages to precise the temper or emotion of their model or marketing campaign. If you’re trying to improve your touchdown web page, make the most of this pattern and give attention to the colours that create the precise temper.

Make Your 2022 Touchdown Pages Shine

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

In 2022, a spread of touchdown web page design developments will make it easier to guarantee excessive conversion charges and elevated revenues. From micro animations to enjoyable illustrations, authentic scrolling strategies, and colourful minimalism, ensure that to brush up on the most recent in style design concepts – and, in fact, select an on-line builder to make your touchdown web page dream a actuality.


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