AI has entered every aspect of digital marketing, from SEO to writing and design. With the initial hysteria caused by it now settled down, both individuals and companies have come to realize that it is not a replacement for any employee but merely a tool to make their jobs less straining.
A couple of years ago, AI wasn’t at a level of reliability where it could be trusted for any serious work. Today, however, it is able to help web designers with their initial samples and provide a solid start.
In this blog post, we’ll be talking about the role AI has undertaken specifically in designing modern-day landing pages.
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Why Landing Pages Matter
Landing pages are the pages with the least amount of distraction and are hyper-focused on a singular task: making the visitor perform a certain action. Be it making a purchase, availing a service, filling out a form, or anything else, it has a mission, and its sole goal is accomplishing that.
It does so quite well, too. Any reputable digital marketing agency and all web designers (though it is obviously more work for them) would recommend all websites have multiple landing pages. Studies show that business websites featuring 10 to 15 landing pages see a 55% higher conversion rate compared to those with fewer than 10 pages. They say less is more, but that isn’t the case here.
However, creating landing pages from scratch is no easy feat. Going by the current market rates, a single effective landing page can cost upwards of $1,500, and these costs naturally add up with more landing pages being added to the roster. That is where AI lends its metaphorical robotic hand and assists you in the process of avoiding common landing page mistakes and providing ways of addressing them, along with helping the actual creation process.
The Role of AI in Landing Page Design
Let’s start off by reiterating the point we made above, but even more clearly this time. AI is not going to replace the top web designers anytime soon—or at all. As people, we don’t just value something because it exists; we also value it because of the underlying fact that another human being practiced an art, mastered it, and performed it.
Now, with that out of the way, let’s see how this tool has transformed web design:
Creating and Making Landing Pages Faster
As we stated above, research has shown multiple landing pages lead to more conversions—the primary goal of any company. Designing an effective landing page takes time and money, though. The greatest web designers need time to come up with a first draft that they like and then work on refining it. AI helps get things started quickly but also recommends best practices to keep loading times fast, which has been shown to directly impact conversion rates positively.
Personalization at Scale
A massive part of a landing page is making it look appealing to the visitor. We are naturally more attracted to things we’re interested in. Even the greatest landing pages wouldn’t have a 100% success rate—one size cannot fit all. Here, personalization comes into play with AI’s ability to personalize a landing page after analyzing visitor behavior in real-time. Whether it’s adjusting content based on location, browsing history, or device type, the possibilities are endless. This level of customization was extremely time-consuming for designers but has been made almost instantaneous with AI.
Copywriting and Headlines
A landing page with no words would have a difficult time funneling visitors down the intended path; words matter. They say content is king for a reason, and it is no coincidence that every high-performing landing page has a copy that makes you read twice. AI can help writers working on landing pages analyze industry trends and user intent much faster and even have the AI create them for reference. This includes everything from headlines and descriptions to call-to-actions.
Building A Virtual Ramp
One of the criteria by which a landing page design can be deemed good, by the standards of any decent digital marketing agency and web designer, is how inclusive it is. Does it consider individuals suffering from a condition, and what does it do about it? AI can assist in this bridge-building process by automatically converting text to speech, adjusting font size and color, along with many other accessibility-friendly features and changes.
The list can truly go on for a long time, so we’ll simply state out the rest of the areas where AI is useful:
- Suggesting A/B testing variations
- Optimizing for SEO and search visibility
- Automating design tweaks based on analytics
- Generating layout ideas and wireframes
Conclusion
Every new invention creates massive outrage, and when the fire settles down, it enters the adoption phase. AI is an example of that very trend. Every modern company can now appreciate the benefits it brings to the table. Designing a landing page is extremely complex, requiring deep knowledge of trends, UI, UX, user data, testing, and more. The role of AI in landing page design is to be an always-working assistant for the web designer.
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