The effect of landing page design and structure on conversion rates

Marcin Hylewski, Artur Pluskota and Błażej Abel
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Marcin Hylewski: Landingi Sp. z o. o., ul. Dworcowa 25, 44-100 Gliwice, Poland; and 1341 West Mockingbird Lane Suite 600W, PMB 583, Dallas, TX 75247, USA
Artur Pluskota: Landingi Sp. z o. o., ul. Dworcowa 25, 44-100 Gliwice, Poland; and 1341 West Mockingbird Lane Suite 600W, PMB 583, Dallas, TX 75247, USA
Błażej Abel: Landingi Sp. z o. o., ul. Dworcowa 25, 44-100 Gliwice, Poland; and 1341 West Mockingbird Lane Suite 600W, PMB 583, Dallas, TX 75247, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2025, vol. 10, issue 4, 324-335

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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