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The effect of landing page design and structure on conversion rates
Applied Marketing Analytics: The Peer-Reviewed Journal,
10
(4),
324-335
(2025)
Abstract
This paper investigates the effect of landing page design and structure on conversion rate, based on an analysis of 25,027 landing pages created by anonymous Landingi customers. For the purposes of the research, a script in Julia language was developed to automatically recognise the elements of individual landing pages, as well as parameters such as number, position, size, colour, etc. Data extracted this way were then used to train a model examining the relationship between the aforementioned parameters and the conversion rate. Finally, the material obtained was subject to interpretation by the research team. The paper presents and discusses the most relevant factors, the effect of which on conversion rate has proven indisputable, including the height of the landing page, the volume of space occupied by images, the use of video, the length of copy, the number and position of buttons, the shape of forms and the use of a promotional counter.
Keywords: landing page; conversion rate; web design; digital marketing; machine learning; UX; page structure
The full article is available to subscribers to the journal.
Author's Biography
Marcin Hylewski is a content and marketing specialist at Landingi. He is the author of 25 scientific publications and has participated at over 20 conferences. He is a Brzezie Lanckoron´ski Foundation scholarship holder and holds a PhD in sociology from the University of Silesia. He specialises in content creation and distribution across various marketing channels, conversion rate optimisation, the use of artificial intelligence tools and translation.
Artur Pluskota is an engineering manager and machine learning team leader at Landingi. He is a graduate of the Silesian University of Technology. He is particularly interested in artificial intelligence, developing machine learning models, natural language programming, website technical performance and statistical analysis.
Błażej Abel is the founder of Landingi. He has shared his expertise in digital marketing at over 50 conferences and marketing events in Poland and beyond. He is a graduate of the Silesian University of Technology.
Citation
Hylewski, Marcin, Pluskota, Artur and Abel, Błażej (2025, March 1). The effect of landing page design and structure on conversion rates. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 4. https://doi.org/10.69554/ANNV1551.
© Henry Stewart
Publications LLP
Publications LLP