Autofunnels, business and other systems automation are prevailing in marketing now. These tools simplify buyer-seller communication. The main goal for many marketers is to get results in numbers fast.
This kind of craziness affects both designers and copywriters. This is why creative approach concepts are gradually dying out. On many landings, you can rarely find interesting visualization solutions. The most important thing is correctly choosing the first landing screen image.
If we analyze a large number of landings, we can conclude that in general they contain three types of images:
Image 1. Process of the roofer’s work
2. result of using the service or product;
Image 2. Dentist services
3. goods themselves.
Image 3. Goods presentation (gas boilers)
You cannot blame the designers for this, because the customer decides what he wants to see in the end himself. But look closely at the last picture: on the left side there is a blanket, a notebook and glasses, associated with home, warmth and comfort. When a person visits the site, they should have pleasant associations that could influence their decision to buy something.
Here are a few examples of emotional landing backgrounds.
Here we can see the title-image bond, as designer used the TA needs and led them to the ultimate goal - buying.
This page was developed in Singapore, where average temperature is 26C°, and the humidity is 70-90%. So people need clothes which would make them feel less hot. The slogan "When we’re hot, our body cools itself" works great in this case.
In this example, product/service is shown correctly in both image and text format. Many mothers find it difficult to hold children in their arms all the time, so they can take fitness classes to improve their muscles.
You can learn more at RACE 2017!