A landing page is a webpage that customers can land on, but in the marketing term, it is a standalone page, perceptible from the homepage or any other page that serves a specific purpose. The landing page lets the marketers make a trade, announce a special offer, a piece of information, or a deal in return for sharing contact information.
A landing page can be click-through, leading to another page such as an e-commerce site, or a lead generation campaign. Lead generation landing pages generally offer items like eBooks, free trials, contest entries, or webinar registration in return for the submission of contact information.
A good landing page should have all the qualities to convince the potential customers that it’s worth it to share the personal details in exchange for the offerings. Landing pages should be discoverable through a general web search or through the company webpage. Marketers can manage multiple landing pages in order to maintain segmented customers.
Difference Between Landing Page and Website Home Page
Many marketers think about why they should create a landing page while they already have a company webpage. Every marketer wants to get more traffic to their website home page to increase the conversion rate. It is undoubtedly correct but the homepage is consists of many things and lots of information. If visitors reach the home page keeping a specific goal in mind, they might be distracted through several different services and product options first. The main objective of the homepage is to direct users to other pages as well as per their requirements. Landing pages remove the intermediary step by being the page the user wants. A home page is general whereas a landing page is focused on some products or offerings and specific. A landing page offers one simple and clear call to action.
Types Of Landing Page
Landing pages make it very clear about the outcome from the visitor’s click-through. A marketer can improve the visitor’s engagement through a landing page and thus increase the chance of conversion rate. A landing page also gives back the ROI for the PPC (pay-per-click) campaign. Let’s have a look at the different types of landing pages and their functions.
Lead Generation Landing page
A lead generation landing page is generally intended to collect leads. These pages are very versatile and used in the middle of the sales funnel, where customers are interested in the offerings and evaluating them. From this point, they can move downwards of the sales funnel and convert to customers or can walk away from this point. On the lead generation landing page, the request and the reward should be well balanced. Whatever the marketer is offering or promoting must be worth asking the details of the customers.
Click-Through Landing Page
A click-through landing page is one that does not require a form at all like the lead generation page. It works like a bridge between the advertisement and the page which a marketer actually wishes to direct the customers. In maximum cases, these are used as a link between the advertisement and a shopping cart.
To create a sales page, a marketer should understand the basic requirements of the customers and their sales journey. So the creation of those pages should be done with great expertise and delicacy. These pages are generally used at the button of the sales funnel and the page has to convince the prospects to buy the products. The length of the pages depends on the explanation given by the marketers and the length of the other supporting files like images and videos. A clearly visible CTA button should be there so that the visitors or the prospects can take the proper action and moves towards conversion.
Squeeze pages are used to collect data but it is not similar to the lead generation page. It is placed on the top of the sales funnel and its main goal is to gather email addresses to generate leads for the mailing list. They are short and basic landing pages with bold headlines and minimal content. There should be some links that will take the visitors to the next level and also an exit button for the visitors who are not interested to proceed to the next step.
The term Infomercial is generally related to the 90’s late-night television advertising. But still, after the advancement of technologies, many businesses incorporate their sales techniques very successfully into digital strategies specifically in the form of specialized landing pages. The aim of these landing pages is to keep readers interested in some interesting content and finally get them to commit to a purchase. This can help the marketers to upgrade the landing page conversion.
The Splash landing pages are the most basic type of landing page that can be used at any point in the sales funnel. They typically consist of a few images and a few texts, usually an announcement or simple invitation. Some pages have options like verifying the age of the visitors or selecting a language preference before proceeding.
Viral Landing Pages
Viral landing pages are generally used to build brand awareness. The main part is content, which should be informative and fun enough to engage a reader. The content can be in the form of images, videos, or even games.
A microsite is a miniature website. It is created for a specific campaign or with one targeted sales goal in mind. Microsites are driven by online ads or work along with TV ad campaigns.
Digital Marketing Manager at Cloudvandana Solutions