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 look are completely important for the success of your touchdown pages. However what are the mandatory components to attain this in 2022? That’s what we’ll discover on this article, so you possibly can improve and optimize your touchdown pages primarily based on data-driven choices 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 one can create an exquisite, 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 electronic mail, Google advert, native advert, social media advert or publish, or every other promoting hyperlink. 

Touchdown pages must be conversion-oriented with a selected aim in thoughts. Whereas technically any internet web page could be a “touchdown web page,” if it isn’t created as a campaign-specific web page serving a selected objective, it gained’t be efficient at gaining conversions.

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

A homepage is great for showcasing your organization’s major message, mission, and possibly even some sales-oriented content material.

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

Touchdown pages give attention to a single aim, 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. However, homepages have various components and a extra common message. A homepage could have a number of hyperlinks to totally different components of the web site, not only one major CTA, so will probably be a extra distracting and open-ended expertise.

A homepage is a long-term funding. It’s not up to date or modified very usually. Touchdown pages are used for targeted campaigns, in order that they often have a shorter ‘shelf life.’ That’s why it’s finest 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 possibly can 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 here are among the upcoming developments in touchdown pages that may assist drive excessive conversions in 2022:

Micro animations add depth to web page design

Whereas brief animations aren’t new to internet design, in 2022, we anticipate a progress on this development. Refined 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 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 an alternative 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, we’re seeing the development of illustrations changing photographic pictures on touchdown pages. In comparison with photographs, illustrated graphics are smaller in file measurement, in order that they load faster on the touchdown web page, a big benefit.

Due to the brand new Core Internet Vitals tips by Google, internet designers and builders are searching for options to hurry up web page load instances 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 means. A personalized, one-of-a-kind illustration is a good 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 website design and identification create a memorable model expertise. 

One other means 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 commonest, whereas horizontal scrolling is a disruptive UX design idea that catches customers’ consideration whereas remaining easy and practical. For instance, Gelateria Amande incorporates a horizontal scrolling carousel with high-quality product photographs, engaging drawings, and animated typography. 

All through 2022, we count on 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 improvement talents to extend time on web page and person engagement. DJI’s internet designers took it to the following degree with a extremely interactive person expertise: customers scroll or click on by to view their new product traces.

Pique person curiosity with summary shapes

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

Manufacturers have begun adopting these sorts 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 methodology to divide areas of a web 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 likely one of the hottest units for telling a model story or showcasing a services or products in a significant and memorable means. 

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 in your viewers. For instance, a  product, explainer, or testimonial video can have huge energy to steer potential prospects to take motion. 

Be sure that to maintain touchdown web page movies brief 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 manner, you don’t threat rising your web page load velocity, doubtlessly harming your search engine marketing metrics in the long term. 

Voice search optimization & accessibility

Immediately, folks don’t search on Google with easy key phrases. They’re extra more likely to ask a query in a conversational type. 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 must always count on to see an increase within the variety of touchdown pages that supply voice search as an alternative choice to conventional textual content search.

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

Implement gradient components

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

Gradients have gotten increasingly more well-liked amongst internet designers searching for new concepts and inspiration, and we count on to see gradients integrated into extra touchdown web page designs within the coming yr. Manufacturers like Stripe use gradients to pique visible curiosity and information guests by 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 development beneath.

Supersized titles

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

The bigger headings are ceaselessly paired with a smaller sub-text copy to offer the person with extra context. To take it to the following degree, create a type utilizing lead seize software program like Hubspot and information your potential prospects by 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 unfavorable or white area. Apple is an instance of a model that has constructed its entire on-line presence round minimal components and aesthetics. 

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

Colourful components positioned in the appropriate means 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 beneath 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 directly attention-grabbing but straightforward on the attention.

Leverage coloration in artistic methods

Α considerate use of coloration to generate particular moods shall be vital 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 otherwise, 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 fervour.

In 2022, internet designers will use numerous 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, make the most of this development and give attention to the colours that create the appropriate temper.

Make Your 2022 Touchdown Pages Shine

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

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

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