What is a Landing Page?
A landing page is a marketing technique where a single web page encourages visitors to visit your business website, and it is usually used as an extension of an advertising.
It is basically a web page that appears after a visitor clicks on an online advertising or a result on the search engine, and leads to a business website.
Why use landing pages?
Landing pages are structured in such a way that helps the customer find exactly what they are looking for and avoid the longtime navigation through a website homepage to get the information they are looking for: promo codes, special promotion, specific service, or a seasonal specialty.
The benefit of landing pages is an opportunity to more quickly do business with interested customers.
Types of Landing Pages
Depending on the campaign’s goal, there are 7 types of landing pages:
1. Click Through Landing Page
A simple form of landing with the purpose is to provide the necessary details about an offer, explaining its benefits and context of use, and encourage the visitor to use a single click to complete the transaction.
2. Lead Capture Landing Page
The purpose of these landing pages is to gather personal data from the visitor and build an email list of relevant potential customers. A true squeeze page has absolutely no exit path from the page, no links or navigation – only a button to submit your details. An incentive is typically offered in exchange for this personal data. We’ll be covering examples of these incentives in tomorrows post.
3. Infomercial Landing Page
These are the online infomercials. They are long scrolling pages that use the same type of approach we can find on any TV infomercial. The more the visitor scrolls down and goes deep into the product information, arrive at a point of no return. There is a reason why they continue reading so far, they get engaged with the sale message!
4. Viral Landing Page
Companies trying to create viral buzz are usually implementing viral landing pages to their marketing strategy in order to build brand awareness. They usually contain funny games or videos and a reference to the company behind the creation in the footer, to encourage visitors to learn more about the brand or product.
5. Microsite Landing Page
A small but complete website used for large campaigns. It is usually used to display a co-branded product that allows multiple sellers to provide consistent sales messaging for their own advertising efforts. For example, it can be used to promote cars, movie trailers, apartments, etc.
6. Product Detail Landing Page
It is commonly a part of the main website that hosts all the information related to a product for sale. As a part of a full website it also contains navigation menu, footer, links and all kinds of distractions, but does not require extra efforts to create this separate page and can also lead the customer to buy something else after navigating through your business website.
7. Homepage as a Landing Page
Having a homepage as a landing page generates confusion for your visitors, as it has too many distractions and the marketing message is not clear. Therefore, the conversion rate is very low..
When you have a one-page website as your entire business website, we are speaking about a Single-Page Site, which is different from a landing page. A successful landing page is the one that has a single focused purpose and allows you to measure your campaign effectiveness from start to finish.
If you want to have a single-page website, consider being very straight in the information you want to provide to your visitor: who are you, what you do and how to contact you. You can see examples of successful single-page websites here.
What is the best type of Laning Page?
It really depends on what your campaign goals are but generally speaking a focused landing page will convert better. Using a landing page compared to sending visitors to your homepage, will improve your conversion rates by approximately 25%.
If you are still not sure which one to use, we will help you find out.
Chat with us or give us a call.