What are the latest trends in landing page design that you find most effective?

Over the last 3 or 4 years (In line with smartphone technological advances) Landing page design is now essentially 'mobile first'  This means, where possible, the customer will be able to see all of the key information in as little scrolls as possible.  This has made way for the following advances.

1) Pages of text that would have hostorically ranked a landing page has now been replaced by short sharp videos. 

2) Multipe call to actions throughout the page have now been replaced by one static one.

3) Call to actions have now become more effective if a customer feels empowered to take have taken action. This means that contact forms have now been replaced by live chat and calendly integrations. 

4) Icon based content is key, and is some of the most read content on a page. 

5) I try to complete a landing page with no more than finger scrolls on a mobile. This may involve having different content on the phone compared to a desktop. 

Hope this helps

Ian