One of the more interesting ideas behind landing pages is that they stays on top of trends, arguably faster than other types of web content linked to your site. Aside from a social media presence and other concerns, your landing page is temporary, and it should always be in flux so that you can continue to get better results over time, as opposed to stagnating. A parallax design can be an example of how a presentation evolves, and how it can help your traffic and conversion rates— when done properly.
A parallax design entails a background image, or several background images, which scroll down more slowly than the actual page itself. The entire effect creates a false sense of motion or moving horizon, which itself is a pretty captivating effect. It’s also not perfect for every situation, which is something that you should strongly consider before you decide to add one to your page.
The Pros of Parallax
Simply put, the main advantage of a parallax design is that you get a more immersive presentation over all. The parallax concept itself is made to capture attention, and hold it as a user scrolls up or down a page to read more information. In the process, you can incorporate more product information, calls to action, and other details that you definitely want to include on your landing page.
- With parallax, you can get a stronger brand establishment, with the ability to tell entire stories through a simple series of images. Does your business sell life saving medical technology, or are you more involved in sports and entertainment? Is your business one that transports customers to far away locations? With parallax, you can adequately convey the “emotional” branding that comes with these services and products, with scrolling and revealing images that spin an interesting yarn.
- You also get brevity, as you should with a landing page. You can convey a lot with a parallax design in a relatively small amount of scrolling space, although they are quite bigger than a single page-height landing destination. This can be useful for sites that have a more complex product or service to sell that requires more of a visitor’s time to explain. Instead of trying to lure them in with a bold text promise, or a banner, the parallax creates an air of intrigue that will get clicks.
- The parallax’s scroll speed can be controlled based on where your user is going to scroll. This means that you can have an image scroll down quickly, and then “hang” near or behind your page’s body, to provide an attractive image border. This can be an effective marketing tool in the right hands.
With all of this in mind, it may seem easy to just choose parallax over your standard landing page design, but there are cons to keep in mind as well.
As for the drawbacks…
There is no “silver bullet” for landing page design, or web design in general, which is why you should also take into consideration what it is you’re attempting to accomplish with a landing page, and whether or not your parallax concept will be a good fit for that vision.
- It can be an unnecessary distraction, and in some cases, may completely obscure your intended message. If the image is too busy, or isn’t smooth enough to fit in with the rest of a landing page design or concept, it can actively disengage visitors that may just not know what it is they’re looking at. A majority of your visitors may still fit within your same buying demographics, which means if they are moderately or slightly tech savvy, the parallax can actually be too much of a distraction.
- There is such a thing as “overkill.” If you have a simple product or message that you need to convey, and a simple call to action, there’s no need to overdo it. For example, if you’re a local landscaping company, and you rely on a steady base of customers that are interested in your services, do you really need the most advanced landing page designs possible? The answer is likely to be “no,” but that could possibly change if you do landscaping in an area with a lot of younger technology industry employees. Know who you’re selling to, and you will avoid this issue.
- It can slow down your flow of traffic. Whether it’s because the actual parallax concept itself requires more coding and processes to achieve, or because it may get in the way of your call to action, parallax isn’t always the best call, or at least, it need to be implemented intelligently. Parallax trends are actually on the down turn, but they’re still very popular with website owners that want to create an eye catching presentation. With that in mind, it’s important to know that if there is a faster, more efficient presentation, take it.
Testing your parallax concept is the key to determine whether or not it really is the best call for your site, and your business. As with all landing pages, it’s easy to make changes and improvements on the fly, but it does take longer if you want to switch what the parallax does, how many images it presents, and other important details that change its overall presentation.