In digital marketing, a landing page is a standalone web page that is created for a marketing or advertising campaign. More specifically, it is the web page that a visitor lands on when they click on a link from an email or from an ad from Google, Facebook, Instagram, Twitter, or other similar websites. Landing pages are the next step toward a visitor becoming a customer.
While web pages have various goals and objectives, landing pages have a single focus, also known as a call to action (CTA). Furthermore, website homepages are general, while a landing page is focused and specific. While the homepage brings visitors further into your website by presenting all the products and services your company offers, a landing page offers one clear call to action.
There are a variety of different types of landing pages in order to accomplish key objectives or goals.
- Splash pages are a basic type of landing page, with little copy and only a few images, that ask visitors to answer a “yes” or “no” request. These do not collect data; they offer simple information to your potential customers before they visit your website.
- Click-through landing pages are the link between an advertisement and the page that you want to direct your customers to ultimately visit.
- Lead generation landing pages collect leads through a data caption form. They present both a request (their information) and a reward (a specific offer promotion).
- Squeeze pages are short, basic, and collect email addresses. In addition to a short form, there are links to the next step as well as an exit option.
- Viral landing pages build brand awareness. The content is typically informative and engaging to engage the reader in hopes that they will share the page with friends and family. These pages often include videos, games, and images.
- Infomercial pages tell readers long stories about products and/or services to capture potential customers’ interest and lead them to buy from the website.
- Microsites are miniature websites for specific campaigns or one specific sales goal. They are typically driven by online ads or TV ad campaigns.
- Sales pages are designed to convince people to buy the company’s product or service; you want potential customers to click “buy” based on the content and design of these pages.
Finally, successful landing pages accomplish the following objectives:
- They are focused and free of distractions.
- They highlight the offer, not the company.
- They are not intimidating.
- They are targeted for specific audiences.
- They collect specific information from prospective customers.
- They provide specific offers.
- They provide a thank you.
- They allow people to access other marketing channels, such an email list sign-up or social media profile.
Landing pages are vital to a strong and effective marketing strategy.
Why Landing Pages Matter
Research shows that websites with 10–15 landing pages see a 55% increase in conversions compared to sites that have fewer than 10 landing pages. Websites with more than 40 landing pages can see a 500% increase! It is clear that landing pages matter to a company’s success.
Landing pages are important because they allow business to create a targeted and customized marketing experience that will move visitors closer to a purchase point and lead to more conversions. Marketing experts recommend maintaining multiple landing pages in order to target various, specific, customer populations. Because of their singular objective, landing pages are the best option for increasing conversion rates of marketing campaigns, as well as lowering the cost of identifying a lead or achieving a sale.
Common Misconceptions about Landing Pages
There are a variety of misconceptions surrounding landing pages. First, landing pages are not homepages. While homepages have a variety of media and content, landing pages are laser focused on a particular topic or goal. Landing pages have fewer links than home pages because more places to click distract visitors away from the ultimate goal or call to action.
Second, there is a myth that businesses only need a limited number of landing pages; this is false. Every landing page is an opportunity for you to appear in search engines; better search engine rankings mean increased opportunities to drive traffic and conversions for your website.
The idea that short forms are better than long forms is also a myth. Instead, focus on the goals of the form. If the goal is to get new leads, then a short form makes sense. If you want qualified leads, make them longer. Keep in mind the objective of the landing page and tailor the length to the main goal.
Be careful regarding the myth that conversion rates are the only metrics to watch in terms of landing page success. Don’t look at the number of people who converted on a specific form; instead, focus on what happens to the customers after they fill out the form. What percentage became actual customers? Look at the closed-loop analysis, otherwise known as the entire customer lifecycle, to analyze the success of the landing page.
Finally, once the landing page is built, they cannot be ignored. They need to be tested, edited, and improved. If you build a landing page and don’t pay attention to it, you could lose out on conversions.
Landing pages are a clear marketing strategy to help build a solid list of leads and boost a company’s ROI by increasing the number of conversions.