Much of UX for the Web focuses on the experiences users have while they’re interacting with a website or web application. But that focus neglects a key part of the user experience: the first impression visitors have when they initially discover a product or company. Whether it’s through a Facebook ad, banner ad, or landing page, these first impressions either help bring in new customers or they can result in lost revenue and wasted advertising dollars.

Unfortunately, the design of banners and landing pages for customer acquisition is typically neglected, with much of the time and effort instead going toward the optimization of the ad distribution, not the creative. This practice hurts conversions. Time and time again, it’s been shown that better design of banners and landing pages can make or break campaigns. It is imperative that design professionals insist that thoughtful design be applied to the elements of the customer acquisition flow.