We have discussed several essential things in our previous blog posts. But today’s blog is exceptional. Why? Because here, we discuss one of the secret game changers in digital marketing. And that can only be a landing page. So then let’s scroll down and learn what a landing page is, why they are used, the various types of landing page and the benefits they provide us. So here we go.
What is a Landing Page?
A landing page refers to a web page on which consumers land. But in digital marketing, the landing page is a standalone page. And it’s different from homepage or others that serve a focused or single purpose. The landing page is a follow-up page to any claims which you make in your content. Mostly, it’s the next step to visit your customer.
The landing page allows you to make a trade—any special offer or a piece of information. And a deal in return for sharing contact information. Landing pages can be of different types. And they mostly click through in nature. Landing pages lead to another page like an e-commerce site or lead generations. The lead generation landing pages offer free goodies mainly. And they are usually free trials, ebooks, webinar registration or contest entries. And all these offers are in exchange for submitting contact information.
A decent landing page does its job by convincing a potential buyer that it’s worth providing contact details in exchange for what you offer. You can find landing pages via a general search. And also, through your company website, this increases the likelihood that a potential buyer ends there. There is no need to have only one landing page or one at a time. Marketing experts suggest that maintaining multiple landing pages is good because it targets segmented customer populations.
Also read: What is Email Marketing?
The Different Types of Landing pages.
As a general rule, using landing pages enables you to complete a post-click sequence with a dedicated page that shows the visitor they have landed in the right place. Busy homepages or product pages have the potential to muddy the waters. In contrast, landing pages make it very clear what outcome will result from the visitor’s click-through.
By making a landing page, you refine and improve your visitor interaction and increase conversion chances. You also ensure that you get more from your PPC spend – you’ve already paid for this click, and a landing page helps you make it worth your while.
You can increase the possibility of conversions even further by ensuring that you use the right kind of landing page. Let’s take a look at the landing page varieties and why they are used. A landing page is specific and focused. And it offers only one straightforward call to action.
There are 8 different types of landing pages.
- Click-through landing page
- Lead generation landing page
- Sales page
- Squeeze page
- Viral landing page
- Splash page
So let us discuss them briefly here below.
1. Click-through landing page
A click-through landing page does not require a form at all. And it is a straightforward communicator between your advertisement and the page to which you want to direct your consumers.
For instance, a click-through landing page links an ad to a shopping cart. Also, it requires only a short and straightforward explanation of what the viewer finds by clicking and a robust and unmistakable call to action with a link to their final destination.
Let’s see some examples of Click-through landing pages.
1. Moz Pro
- The Video gives prospects a sneak peek into what Moz dashboards look like.
- The call to action button is clearly visible.
- Added Social Proof “3500+ customers shows the popularity of Moz”
- Short paragraphs are easy to read, It explains the benefits of the Moz tool
- Testimonials are added with Full name, company name, and position.
- 2 call to action buttons give, prospects the opportunity to convert more than once
- Moz logo is clickable so, it’s easy for visitors to exit the page without converting.
- The landing page offers a discount on the offer.
- Authority badges align Norton with some powerful brands, like PC Magazine.
- The logo is clickable so, it’s easy for visitors to exit the page without converting.
- The benefit of using Norton Antivirus is written in teeny-tiny text. “Defends against viruses, spyware, malware, and online threats.”
2. Lead generation landing page
A lead-generation landing page is also known as a lead capturing landing page. It intends to collect information via means of a data capture form. The lead generation pages are very versatile. Yet, they are used in the middle of the sales funnel mainly.
The center of the sales funnel is the point where consumers evaluate your offers. And they are on the verge of moving towards the intent to either convert or walk away. The lead capturing landing page presents a request as well as a reward simultaneously.
However, the prize is the special offer that you promote to capture leads. And then the request is the information you ask for in exchange for it. Yet, both the demand and reward shall be well balanced. Whatever you offer or advertise shall be worthy for the buyer to share contact details. And then get added to your mailing list eventually.
3. Sales page
The sales page is usually the most difficult to design. With a sales page, you no longer prospect for leads as the sales page is what you use right at the bottom of the sales funnel. And it needs to convince people to buy, which is a different proposition to a simple request and reward combo.
The creation of a sales page, from the copy to design, demands a touch of delicacy. And also a total understanding of your buyers’ needs. And the position in their sales journey. You can sell too hard at this point which turns your client away. Or you can undersell, which loses your client as well.
The length of the sales page depends primarily on your product. And also on how much you shall write to explain the product’s value to your buyers. There needs to be a detailed pitch that demonstrates this value regardless of the length. And to get buyers to click that button and complete their purchases.
4. Squeeze page
A squeeze page is mainly used to collect data. It is employed near the top of the sales funnel usually. And the only goal is to gather email addresses to add potential leads to your mailing list.
Squeeze pages are basic landing pages, short with minimal content and bold headlines. An on-point call to action confirms the viewer as to what to expect from that click-through page.
There must also be a link to take the viewer to the next step and an exit button if the viewer does not wish to proceed further.
5. Viral landing pages
The Viral landing page is intended to build brand awareness primarily. And they usually contain links to a web page or company website. And all of these are mostly presented unobtrusively and subtly.
The significant keys here are the content that must be informative as well as fun. And they must be fun enough to engage a reader. As a result of which, you get them to share the page and also via social media. The content can be a written copy. And it can also include images, videos, or even some games.
6. Splash pages
Splash pages are used at any point in your sales funnel. And it is the most basic type of landing page primarily. Splash pages usually have very few copies and two or three bold images. In addition to that, it has straightforward communication, like mostly an announcement.
And even a simple no or yes request. Splash pages might ask viewers to choose their language preference or verify their age before proceeding to any website. And they do not generate leads or collect data since splash pages serve only to provide basic information to viewers before they enter a website.
A microsite is a dedicated but miniature website. And it is created for a specific campaign mostly. And at times with one targeted sales goal mindfully.
A microsite is more than a single page, and it is still described as a kind of landing page because it is set aside for one specific aspect of sales and some promotional efforts.
The online ads usually drive the microsites, or else they work alongside TV advertisement campaigns.
Infomercials are not just a thing of 1990s television advertising at late nights. Several businesses successfully incorporate their sales techniques into digital strategies, which are specialized landing pages.
The Infomercial landing pages are the opposite of lead-generation pages or squeeze pages. Instead, infomercials tell viewers a long and elaborate story using copy that recalls most late-night sales’ excitable mannerisms and emotiveness.
The primary goal of infomercials is to keep viewers scrolling down. And also to get them to commit to a purchase.
Why is a Landing page used?
It would be best if you landed pages to convert leads into sales. A landing page is a superb way to drive traffic to your site and improve your SEO. And, of course, it helps build your brand. A landing page also forms a part of an effective PPC strategy.
Almost sixty-eight per cent of B2B businesses use landing pages to generate leads for further conversion. However, forty-four per cent of these clicks is directed back toward home pages. And this is not a good strategy at all. Landing pages lead viewers to a specific product, offer or service. And they also encourage them to take action (make purchases).
So the landing page is an opportunity to create conversions. And also to build your customer base vastly. Most people have a misconception that landing pages are challenging to develop and maintain. But that is not true. And landing pages are super important. So creating a good landing has one primary purpose. And that is to make the viewer get what they want and are looking for in your site.
The Benefits of Landing pages.
The landing pages stand a better chance of capturing a viewer’s attention for an extended period, and this is because good landing pages do several things that hold viewers and make them scroll to the end of the page. After which, it encourages them to make a safe purchase.
A good landing page has several benefits. So check them out here.
- Landing pages are focused and also free of distractions.
- They connect to a specific audience.
- Landing pages are an extension of a brand and stand for a specific product or service, and this helps the viewer get a clear idea of what you are selling.
- They give a thank you at the end. And this makes the buyer come back for more purchases as they feel good. And also that they have made the right choice.
- Landing pages collect specific information about your potential buyers.
They leave a good first impression and generate leads and conversions.
- They promote new products, services and goods.
- Landing pages provide special offers with a home. And they provide a place for your recommendations to reside well.
- They allow viewers access to other marketing channels.
- Landing pages benefit both you and your consumers.
- They are direct and to the point, build credibility, can be tested and increase search traffic.
- Landing pages cull qualified leads from search traffic.
- They promote customer focus and directly support your business goals.
- Landing pages with images, videos and graphics help attract people and make a lasting impression.
So conclusively, a landing page is an online tool that is highly beneficial to a business as it increases the number of potential buyers. Landing pages focus on targeted audiences. And thus provide viewers with direct and easy access to a service, product or good they are interested in. It has a firm offer and explains why the recommendation is valuable in precise and straightforward terms.
Landing pages confirm the request made with a headline. And then, use the subheading for a detailed explanation of those offers and share the value proposition. Landing Pages give website visitors an initial sneak peek into a business.
Lastly, a landing page is an essential marketing tool because it brings awareness to specific content and prompts viewers to make purchases. Landing Pages provide increased lead conversions by default, and they offer reasonable control over what the viewers see on the website. They give better content relevance. And in short, it helps you take your business to the next level. So now that you have learned about what a landing page is and its benefits, incorporate it. Using a landing page is highly required in today’s time. And that is the very reason why they are so excited about it.