What is a Landing Page and Importance of Landing page?
What is a Landing Page?
A landing page is a webpage that allows you to capture the audience/user information through a lead form. Generally, a landing page is meant as ‘landing page’ i.e, any page where the audience land when they first reach your website.
Landing pages are mainly used for Lead generation. The main aim of the landing page is to convert site audience into leads or sales. If sales are required, the landing page will generally have a link for the audience to click, which will be directed to a shopping cart or final checkout area. If the aim is to obtain a lead, then the landing page include some methods for the audience to get into contact with the company, usually by a phone number or inquiry form.
Nowadays, landing pages are linked to social media, search engine marketing campaigns, or email campaigns in order to improve the effectiveness of the advertisement.
Importance of Landing pages.
Many companies send their advertisements, social media, emails etc to the audience to land on the homepage. This is a huge missed opportunity. When you know a group of a targeted audience will be coming to your site, you can increase the likelihood of converting that audience into leads by using a targeted landing page.
For example, if you are running a PPC ad for one of the best keywords. Even if you advertise how great your company is and if someone clicks on the ad, do you want to send them to your homepage? They land on the homepage, what are they suppose to do? once you make clear that what you want the visitor to do, make it easier for them to do just that. Send them to a landing page that makes them complete that action i.e, the page that you provide offers or discounts. You will definitely see the effectiveness of your online marketing improve rapidly.
Types of Landing Pages
Mostly there are 7 types of landing pages based on the work.
1. Click Through Landing Pages.
Click through is a very simple form of landing pages. The main purpose of is to provide the necessary information about an offer, explaining the benefits of the product/services to a user to progress to the point of purchase. The complete action is done by the user by reading about the offer and click through to the company’s website where they will get you to complete the transaction.
2. Lead Generating landing pages.
This is also known as squeeze pages, the main purpose of lead generating landing pages is to gather personal data from the visitor, basically with their name and email address. A true squeeze page has absolutely no exit path from the page, no links or navigation, there will be only a button to submit your details.
Every company should have a lead generating page to build an email list of relevant potential customers. This list can be used to market to the people in the future.
3. Viral Landing pages.
Nowadays most of the companies are trying to create viral buzz are usually doing to so in order to build brand awareness. Fun games and funny videos are some examples of this type of pages. Creating great content and having sharing enable buttons on the page helps in spreading to as many people as possible.
4. Product Details Landing pages.
Product detail landing pages are a common style of landing pages in the retail industry. This is just a page on the main website that has all the information related to the product for sale. The main use of this type of pages is that requires no extra work to create a separate page.
5. Infomercial Landing Pages.
This types of landing pages are the infomercial of the online marketing industry. They work on some excitable language you have seen on some commercial products. As the user reads further down the page, they get stuck deeper into the sales message, they instill a certain amount of commitment which keeps them reading.
Microsites are supplementary website used for large campaigns. Normally they have their own URL related to the timing and relevance of the campaign. Though it’s more than a single page, it’s classified as a landing page as it’s a destination where the customer is driven by paid online ads.
Mainly car manufacturers often take advantage of this format, producing specialized microsites for each type of vehicles they produce. Another common use of microsites are movie trailer sites, they are high traffic websites that only exist for the sole purpose of promoting the movie, so they don’t need the infrastructure of a permanent website.
7. Homepage as the landing page.
This is the laziest of all the landing page types, as it performs the worst when it comes to conversion rates. This is so bad because it’s got too many distractions. The basic premise of a successful landing page is that it has a single focused purpose. A focused landing page allows you to measure your campaign effectiveness from start to finish.
When a user arrives at the homepage of your site, they have many options that they are far less likely to stay on your intended pathway, and such, you have no information as to why they have abandoned the conversion path. It’s because they could not find the offer they originally clicked for? Is it because they went to your colleague’s department and bought things there.
Tell me your experiences (in the comments below) of using different types and the results you got.
Image Credits: Unbounce