I wouldn’t advocate jumping on many marketing trends. In most cases, by the time you notice every marketing agency sending out a holiday email animator or every startup has ridiculous photos on their team pages, the moment is already gone. But landing page trends are important to the experience. You want to stand out against your competition, and you don’t want your brand — and conversion rates — to lag behind. To do both, you need to keep testing your landing pages constantly to make sure that you attract your audience and encourage conversions.
So we’ve rounded up the patterns we’re already starting to see on effective landing pages, including interactive experiences, fun animations, and more. Here are the must-try landing page trends and ideas for 2022.
11 landing page ideas and trends for 2022
If you decide to try any of these ideas, don’t forget to stick to landing page best practices like keeping it consistent with its corresponding ads, optimizing for mobile, having a thank you page, and more.
1. An interactive and customizable experience
I didn’t rank this list and ranked these directions, but this first landing page trend might be my favorite: interactive landing pages for a customizable experience. Interactive content is a great way to increase engagement and time on the page – both of which are good for your landing page’s performance.
Most importantly, giving your landing page visitors the opportunity to customize their experience with your brand in a fun and engaging way is good for building customer relationships. That’s because people want personalized content. In fact, 90% of US customers reported finding messages that weren’t personalized or relevant “disturbing”. Yikes. Fortunately, you can avoid that.
Take a look at this landing page example from monday.com.
This is the landing page of a software-focused ad, and the copy actually reflects this customization. Then, the tool lets you select the templates you need to get a better look at how Monday.com can help your team — a fun way to customize your first product introduction.
2. Conversational copy
Most landing page trends focus on design. This makes sense – the landing page design is usually the first thing a visitor notices, and usually the first thing they start looking up history. (Or, worse, when you think of anything that requires Flash.)
This year, though, the conversational version is a trend to try. Check out the PayPal landing page here.
Opening with a question is an effective way to invite a visitor to participate, and the casual tone of “Would you like some?” These offers make it look more like an offer than an opportunity. An excellent way to encourage conversions with your landing page. Try adding a sense of conversation to your landing page copy and see what comes out of it.
3. Explainer videos
I’ll be honest, I’ve been hesitant to put the video on the list (it can’t be a trend if it’s too much of an expectation at this point, right?), but when you look at the best landing page examples, you see that it’s not just any videos. They are explanatory videos showing the product and its use.
Explainer videos are short clips, often with product presentation and voiceover, that guide the user through your company’s product or service. This is an example from Miro, a visualization tool that actually uses the landing page orientation.
Embedding videos is great for increasing conversions on your landing page. Explanatory videos seem to work better. According to HubSpot, 94% of people reported watching demo videos to learn more about a product, and 84% said they were touched by making a purchase.
4. Customer Reviews
If you’re running a small business right now, you know that your online reviews are important. Whether it’s a shoutout on social media, a Google My Business review, or a suggestion on Reddit, an unsolicited positive view of your goods or services is valuable social proof. It lets you see what your existing customers are enjoying, and even more so, it gives your potential customers a personalized recommendation. And we all trust personalized recommendations more than the best ad copy or images.
That’s why it’s no surprise that one of this year’s landing page trends is using customer reviews so any visitor will see them right away. The chameleon does this really well – check out the head presentation here.
Here, Chameleon uses a persuasive version geared towards product managers and product marketers with some illustrated examples of in-app messaging. Then, if you scroll down, you’ll see real G2 reviews regarding the in-app messaging capabilities of Chameleon.
G2 is a respected site for reviews, and using the logo and reviews from here makes it clear that they are trustworthy from other product managers who probably know what they’re doing. With these targeted, trustworthy reviews and personalized copy, the Chameleon landing page is compelling to its specific audience.
5. Email Forms Only
Nobody wants to fill out several fields to sign up for a newsletter or start a free trial. You don’t do, I don’t, your leads don’t. That’s why in 2022 we’ll see more email-only templates on landing pages.
If you are looking to increase your landing page conversion rates, you should try this landing page trend as well. Omnisend’s research found that most landing pages use only one field, and even more, conversion rates drop dramatically after three fields.
And while we’re on the topic of templates, turn a page out of our book with the best landing page tips and test the template’s placement on your landing page.
6. Gender-neutral version and gender-inclusive shapes
If you are going to ask for additional information, make sure you do it the right way. Gender inclusivity is important to keep in mind when designing and copying your landing page, and in general. In WordStream, for example, the style guide states the use of the singular pronoun “they” for defaults rather than the use of “they” by default. It’s important to keep this in mind for your landing pages as well, because the gender-neutral version is quickly becoming an anticipation of Design 2022.
Facebook has been doing this for years for users who set up social profiles, offering dozens of gender options and adding more as needed. On the other hand, Snapchat does not ask for gender of its users.
Now, these are both social platforms, but it’s still a good idea to keep that in mind for your landing page copy and form filling options. If you need an address, be sure to include Mx. , and if you need a gender, be sure to provide multiple gender identities as well as the “instead of say” option.
7. Animation with movement
Video and interactive content can make your landing page more engaging to your audience — and we already know we’ll see more of this in landing page design over the next year. We’ll see another landing page trend: animation with motion.
Here’s a great example from Podcorn that shows how micro-motion can be effective:
The movement here is light, the images are playful, and the effect is perfect.
8. Funny Pictures
Playful images are another landing page design trend to test this year—particularly if they work with your brand. This means lots of line-dense animation (like in the previous example from Podcorn), abstract elements (like the background of the Chameleon example above), and lots of bold colors. It can also mean mixing animation with photographs or product images.
Take a look at ContentCal that uses this last technique for fun images.
Here, ContentCal blends bold, classic colors and abstract designs with animated product images and images of real humans. Together, these elements make up a fun and engaging landing page.
9. Early signage design
In case you haven’t heard, the early adopters are back. That means low-rise jeans, hair clips, graphic T-shirts, and glossy lip gloss—basically many reasons why I’m glad Instagram wasn’t around to pick up some scandalous outfits during my middle school or high school years. It also means the overall design aesthetic – glossy images, sheen, bubble lines, bright colours.
Now that the aesthetic is back, the trend is an overt throwback and this nostalgia is great for capturing sentiment and attracting customers. This is what makes Glossier’s landing page design great.
The red and pink are thick, and the mirror is playful and adds shine that matches the second part of this landing page. In that photo, the bottles are shiny sparkly, playfully tilted, and perched on a shiny reflective surface. Furthermore, stacked graphics color coordinate with other images and overlap in some places—just like logo stickers. I master it.
10. dreamy wallpapers
We’ve reviewed a lot of landing page elements so far, including copy, images, video, and design. But we haven’t talked about one big element: the background. This year, we can expect to see more dreamy gradients in landing page backgrounds.
Google Core Web Vitals made a search ranking factor earlier this year, and another update is expected in early 2022. This means that having a fast loading time is more important than ever. Making sure your images are compressed and you enable lazy loading of your page are good places to start. A dreamy gradient background can also add depth to your design without increasing loading time.
Here’s a great example of this in action from Starry Internet.
Although this blue is bright, it is light in color and the peach faded in from below contributes to the feeling of an inverted dream—without adding more design elements.
Pantone has released its predictions for 2022: warm, familiar and comfortable colors. Top of the list for next spring? Coral. This will also be the landing page orientation.
This color fits right in with some of the bigger traits we’ve seen here — fun, accessible, simple. The color is warm and light, which makes it perfect for a background or accents on your page. Or you can do everything, as Recess does on its landing page below.
Love this monochromatic look: the background gradient, the product colors, the reflection on the box and in the clouds, and even the button colors. It’s an excellent use of a landing page trend – and what could call for more trendy CBD noodles right now?
Try these landing page trends in the new year
That was a lot — animations, videos, backgrounds, and models. But that’s because there are so many ways to create effective landing pages. Here’s a summary of the landing page trends you need to try in 2022:
- Interactive experiences
- chat transcript
- Explainer videos
- Consumer reviews
- Email forms only
- Fill in a gender-neutral shape
- Animation with movement
- funny pictures
- early design
- dreamy wallpapers
- coral color
And remember, when you try out new landing pages, you need to test these elements to see what works best for you and your audience. Who knows, these landing page trends could soon turn into landing pages for your brand!