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10 UI Trends to Apply to Your Software Landing Pages

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What’s the first thing you notice when visiting a landing page? The images, copy, or maybe a video? My first impression of a software company is focused on the design quality of their page and the ease I have getting through their information. UI (User Interface) is the first thing a prospect interacts with when visiting your page, so it’s essential to focus on educating prospects on your products while being creative with design.

In order for prospects to stay engaged on your site, you’ll need to continually try new ideas and test new strategies. If your landing page could use an update or you need some inspiration for tests, take a look at these popular trends!

1) Hidden Navigation

The navigation bar on the top or side of your landing page is a place where prospects can browse around to different parts of your website. In doing so, they are focused on the navigation options and are possibly missing your call-to-action (CTA) or form.

Hidden navigation is embedded into a small section and requires the user to hover over a the tab to view. It increases the visibility for your CTA and potentially gets a prospect to focus more on your content and lead forms than browsing through your site.

An interesting concept regarding navigation is also its removal completely. SparkPage’s conversion rate jumped from 9.2% to 17.6% when they removed their top navigation for a month. Both of these options help prospects stay focused on your content and main CTA, rather than taking up their attention and half the home screen with a navigation bar.

2) Non-Stock Photos

Stock photos are generally a generic photo that can be applied to a verb or noun of your choice. For instance, if you have a medical software product, you can pay for or use a free photo of a random doctor for your website.

The downside to these stock photos is that users are becoming more and more savvy and can tell when a photo is just slapped onto the landing page because it kind of fits the brand. They look cheap and take the focus away from your content.

Non-stock photos can be a pricey investment due to the fact that you have to hire a photographer or videographer. But the benefits truly outweigh the costs as your own images not only showcase actual customers and your product, but can help the prospect visualize themselves as a user. In the example below, Enplug uses examples of their product at customer locations.

3) Mobile Friendly

We can’t forget about mobile! Mobile optimization of your pages means that when a user is on their phone or tablet, they have the same seamless experience as if they were on a desktop. Mobile responsiveness ensures that when a prospect is visiting the mobile site and wants more information or clicks a CTA, they are taken to the correct page and are given options to fill out forms, aka your goal as a marketer.

Litmus’s mobile page, shown below, is awesome and they make it really easy to view their information on any mobile device. s you can see, even their graphics are easy to read and there are clear links for me to click if I want more information. With mobile access becoming more and more popular for users, optimization needs to be a priority in your marketing strategy.


4) Bullet Points vs. Full Sentences

Bullet points are a great way to get your point across quickly and highlight the key features to reel in your prospects. This technique helps prospects “focus on the quick digestion of information,” says Casey Wagner, one of our landing page experts.

Studies show that 55% of visitors spend fewer than 15 seconds on your website. Would you rather them spend those 15 seconds reading (but certainly not finishing) a bunch of long paragraphs, or hit on the 5 key features of your software product in a short list? You’ll have plenty of time during the sales process to fully explain each feature of your product and how they will address a prospect’s pain points.

5) Video Demos

Video demos, short videos/tutorials of how a product is used, are great for showing how the product is used in real time and gives users a sneak peek of what to  expect.

Mailchimp shows the ease of customization in their product with a quick demo of a popular task. Prospects are 64-85% more likely to buy after watching a product video because it draws more attention to the landing page, meaning they stay longer. Plus, it’s easier to watch a video than read a full product description when you’re trying to catch a prospect’s eye.

6) Client Logos With Minimal Text

Logos of your current customers speak for themselves. They give prospects confidence that other top brands are using your product. When choosing logos, try to focus on well-known businesses that are easily recognizable.

Keep this section simple and it will attract prospects long enough to notice the brand names, but not distract them from your key features and lead form.

7) Large Display Design

This is my favorite landing page trend right now! Large display design is a way to use all of the space on your landing page and incorporate aspects of your brand. Older landing pages tend to have a lot of white space, with the idea of focusing the prospect’s attention on the center of the page where the main content lives. Now, designers are filling the entire screen with various brand elements and colors, which are much more appealing.

There’s more space to work with to show an example of your product in use or feature testimonials from your current customers. Greenhouse fills the entire page with an inviting color and design that prospects will love. These designs are an effective way to make your CTA stand out while wasting little white space.

8) Color Transitions

I’m a big fan of color schemes and Asana uses color transitions in their favor by making their header draw your eyes to the center and focus on their tag line, “Move work forward.” A color transition can be defined as a color gradient that uses a range of colors to progressively change the color.

Multi-colored transitions are now seen on everything from landing pages to logos due to their recent popularity. It’s a subtle way to incorporate a new trend and spruce up your page!

9) Subtle Motion in Graphics

Motion draws your attention to a feature with a quick glance and doesn’t cause a prospect to spend too much time watching a video or demo. These graphics are essentially GIFs and show a quick clip of a video.

One of our landing page experts, Maria Carolina Lopez, says “I love seeing GIFs that show functionality of software without being overwhelming.” I completely agree. WordPress uses subtle motion and shows off their feature of customizing a domain name. In just a few seconds, I completely understand this feature and how to use it.

10) Custom Drawn Elements

Custom drawings, leading lines, or brand-relevant shapes, like the example below, add interesting graphics to your site. The arrow starting from their product and leading you to a form is a great use of design and strategy to get information from your prospects.

This is a simple technique called Conversion-Centered Design (CCD) that uses directional cues to lead the eye toward a form. This process of adding custom touches to your page can really help boost your conversion rate and have many uses on your site. The goal of custom drawn elements is to help make your CTA or form stand out without having a cheesy, “Click This” feel.

Overall, landing pages will always need to be updated from time to time to stay on top of new trends. When brainstorming new designs, focus on the content, brand identity, and functionality for your prospects.

Comment below with your favorite landing page trends and successful tools you’ve added to your page!

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About the Author

Lauren Welschenbach

Lauren is a Vendor Marketing Associate at Capterra and a graduate of Christopher Newport University! In her spare time, she loves playing with her puppy and planning her next travel destinations.


Indeed a good write up on landing pages! Thanks for sharing.

Very helpful blog…..Thanks for sharing

Great Post..!!
These designs gave me an idea about how a landing page should be.
Thank you

Great content..!!

Very informative blog about landing pages….Worth reading this blog Thanks for sharing

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