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Landing Page Design and Machine Learning: The Future of Web Design

August 31, 2018 Andrzej Bieda 7 min read
Andrzej Bieda

Companies are currently looking into using machine learning in the various aspects of their business; from marketing, customer service, and even to web design.

Machine learning is a type of artificial intelligence that has lately taken a hold of the digital marketing landscape. Down to its basic core, it’s mostly a complex system that analyzes and interprets huge amounts of data.

According to its programming, it will then use this data to perform certain functions, often with the goal of improving customer experience by creating the best landing page design.

In this post, we’ll be taking a closer look at how machine learning is being used in landing page design today, and how it will shape the future of online experience as we know it.

1. Advanced Image Identification

Modern AI algorithms are able to differentiate between the slightest differences in images, down to the pixel. While not as effective at distinguishing general changes as the human eye, it’s still quite amazing how well these machines can analyze and act based on those data.

Advanced Image Identification

Google uses artificial intelligence when you upload an image to their search engine to find similar-looking ones on the Internet.

For example, AI can detect patterns or structures within a given image. From this, it can then identify other images that contain certain distinct similarities. It won’t even rely on image names.

And when it comes to landing pages, machine learning can create a more customer-tailored experience by offering image suggestions of products or services that closely match what the user has checked out before with pinpoint accuracy.

The future:

It won’t be long now until machine learning can match or surpass our own capabilities of making image distinctions. They’ll eventually grow to be better at it than we are.

And because human factors are non-existent in machine operations, they’ll even be faster too — even down to split-second analysis. And they won’t get tired. Ever.

The applications for this can be numerous. One obvious example is improved suggestions, and the ability to go through larger amounts of data based on not just one user’s pattern, but also others who meet certain criteria that categorize users based on specific characteristics.

2. Customer Behavior Analysis

There’s plenty of customer behavior analysis being conducted by digital businesses and online stores. Furthermore, machine learning now makes it possible to know the features and functionality users expect from a platform or website.

On a more basic level, behavior analysis can be found even on the landing pages of ecommerce sites, especially within their search bars. The predictions offered are usually based on previous search queries or closely matching results.

Customer Behavior Analysis

The future:

Thinking outside the box, it’s not impossible to envision a future where AI can predict everything from color, shape, to font preferences. Imagine being engaged visually by the best landing page design that’s specifically tailored for you. That’s not far from impossible with the direction we’re heading.

3. More Personalized Content and Data

Facebook already uses machine learning in delivering personalized news feed to each user. It’s a combination of predictive analytics and data-driven marketing that produce more tailored content that matches the user’s interests.

This matching content is then displayed at the very top of users’ feed, making sure they see posts that they’re more likely to like or share with friends.

Similarly, posts that are reported or set to ‘hide’ will also be tracked so they won’t be visible again. It’s one reason why Facebook is the leading platform for social media users — they focus on user experience and go to great lengths to be the best at it.

More Personalized Content and Data

After hiding a specific post on Facebook, you’ll then be given the option to hide similar ones to filter out unwanted content from your newsfeed.

The future:

This kind of approach is incredibly useful for web designers who want to create a better user experience through their landing pages. Imagine if you arrive at a website and their main landing page offers you a selection of blog posts that are specific to your industry or field of business. That’s just one example.

Another great example of landing page design inspiration is by showing users specific data based on their online behavior, in the form of, let’s say, a statistic. This is great for marketing a service specifically targeting a problem related to that statistic.

4. AI-Driven Customer Support

We’ve already seen artificial intelligence being used in customer service today. And there’s no denying that it has its pros and cons. Some people prefer it while others would still rather talk to a real person who can help them with their issues.

The future:

There are numerous landing pages using AI-driven customer support in the form of a pop-up chat box, usually on the lower right corner of the page. In the future, it may be possible that instead of typing, businesses can automate their support service to respond to voice inquiries.

This would be a big step up as it would increase the level of convenience and satisfaction for users. They won’t need to tap their screens, or even look at them, to get automated support.

Not only will it speed up the resolution, but it also lets businesses save a lot of money for paying live support agents, especially if the AI is advanced enough to take care of the problem from beginning to end.

#landingpages may even look entirely different for each and every user! #personalization

The Future Looks Bright for Businesses and Customers Alike

Machine learning and artificial intelligence will definitely play a key role in shaping the future of online experience. In fact, it wouldn’t be an overstatement to say that virtually anything can be made possible given enough time.

And for landing pages, the improvements will be numerous that we’ll have a hard time recognizing what old landing pages used to look like. The advanced integrations will result in pages that may even look entirely different for each and every user.

At the end of the day, it’s safe to say that Intelligent Web is the next great frontier in web design, and where many future landing page design inspiration will stem from.

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Andrzej Bieda

Andrzej Bieda

CMO @Landingi, data-driven yet creative. Believes that marketing is about introducing change in people's lives.

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