7 Landing Page Visual Hacks to Increase Conversions in 2022 (+Examples)
How your landing page looks is just as important as the actual product or service information you provide on it. After all, humans are incredibly visual beings, and your visitors can be swayed by a certain color or an image.
That being said, let’s take a look at seven landing page visual hacks that will help you boost your conversion rates in 2022. We’re also going to provide illustrative examples that will help inspire your next page design. Cover image by Scott Graham.
Use a Vibrant Accent Color
In order to make the most important elements on your pages stand out, try using an accent color that pops just enough. You don’t want your choice to be overly distracting, but find the right balance between vibrant and obnoxious.
Red is always a good choice, but any primary color will work well. Make sure it aligns with the rest of the page too. You can even use pastels if the entire page is very light.
Here’s a good example of the use of accent color. Affinda went for the red, using it for the font, some of the buttons and links, as well as some of the illustrations. The effect is one of cohesion and balance.
Source: affinda.com
Keep Your CTA Above the Fold
In order for someone to convert, they need to be exposed to a CTA as soon as possible. Keeping it above the fold will ensure that your landing page visitors immediately know what to do: register, sign up for a free trial, get a discount, change their lives, and so on.
Don’t put too many CTAs at the top of your landing pages, though. Choose your most important one, and make sure it pops by selecting a contrasting color for your button. You can add your other CTAs (for newsletter signup, for example) to the bottom of the page.
Ahrefs is a good example of this tactic. Their bright orange CTA is well above the fold, spotted immediately, and perfectly clear about the action that needs to be taken.
Source: ahrefs.com
Feature Tangible Images
You should also aim to use images of real people and objects if you can. If your product or service is more abstract, of course, this won’t be possible. But if there is something you can offer in the 3-D world, snap a photo and include it on the website.
Your target audience will have a much easier job relating to your brand if they are able to establish an emotional connection with the website. Real, original images will do just that.
Ultimate Meal Plans did a great job in this respect. They show a professional photo of each of their recipes, and even their blog posts come with very evocative images.
Source: ultimatemealplans.com
All these images align well with the ethos of the brand: sustainable, healthy, and simple.
Keep the Page Short
In order to hang on to the diminishing attention span of your audience, you also want to keep your landing pages short and to the point. Don’t ask your visitors to keep scrolling and scrolling. Instead, try to share as much information as possible in as few words as you can.
This is especially important for your homepage. You’ll save a lot of precious space simply by linking to other important pages and blog posts. More importantly, you can ensure that each visitor finds just what they are looking for without being overwhelmed by a huge amount of information.
This is what Embracing Future Potential did very well. Their homepage is short, and it features plenty of important links, white space, and a recognizable color scheme.
Source: embracingfuturepotential.com
Add a Video
Video marketing is often hailed as the next big thing in marketing, and with good reason. People love to watch videos, and they are much more likely to go viral. Plus, they let you share so much more information than text does.
There are numerous types of videos you can incorporate in your landing pages, from Q&As to explainer videos. Make sure that the topic of the video aligns with the search intent that drives traffic to that specific page and that it provides the answers your visitors are looking for. And, of course, make sure it matches your brand’s voice.
Take a look at the video that Optimal Workshop features on their homepage. It’s short and sweet, interesting to watch, and it will hold on to even the shortest attention span.
Source: optimalworkshop.com
It tells the story of the company and why you should be doing business with them effectively yet effortlessly.
Provide Some Social Proof
Adding some elements of social proof will help you inspire the kind of trust you need to boost conversions. Whether you choose testimonials or reviews, they won’t be the key focus of the page, but you want to make sure they are easy to spot.
Sometimes all you need to do is feature the logos of the big brand names you’ve worked with. This is what Trello does. Plus, they also have a testimonial carousel, which is colorful yet understated enough so as not to be distracting. It’s also low enough on the page to not become a nuisance.
Source: trello.com
Don’t Forget About the Negative Space
Finally, you want to make sure that your visual elements aren’t overpowering and that there is still plenty of negative space on the page to make it feel roomy and light. Too much clutter will only make a user feel claustrophobic and likely increase your bounce rate.
How much white space you need will depend on the page itself and what it is you are selling on it. Some pages, including product pages, will likely need more white space, while other pages, like your About page, may be fine with much less.
Take a look at this Get Safe landing page. There is plenty of white space there, but the page doesn’t look empty or bare.
Source: getsafe.com
In fact, the white space only serves to draw the visitor’s attention to the key elements: the products themselves and the copy that describes them.
Final Thoughts
Hopefully, these seven landing page visual hacks have shown you how you can design a landing page that will speak to your target audience and help you improve your conversion rates significantly. As you consider them, bear in mind to always align your design efforts with the interests of your target audience and your brand’s sales funnel.
Thanks for sharing this guide on how to create a high-converting landing page! I highly agree that video marketing is the next big thing in marketing. Could you share some tips on how to add videos to your website while still making sure your page loads faster?
Keeping the CTA button above the fold works best. I recently done a A/B test by changing the button location along with color variations. I have seen the best result while keeping it above the fold. I also integrate several custom and pre-fill API’ to make by websites’ visuals more interactive.