Landing Page Guide
Now, you might not know the exact definition of a landing page, but you have definitely come across one before. A landing page is a single web page, created specifically for marketing and advertising purposes. It is the first page you “land” on when you click on a link, and usually focuses on a single goal - to convert visitors and make them respond to your CTA (call to action). In comparison, website pages usually have more than one goal, and are not designed to convert traffic from a specific marketing campaign.
To put the definition into context, consider a Telecommunications company that has just released a new payment package for mobile phones. It would be a good idea to create a standalone web page focused purely on encouraging people to buy the package. The page will have:
A single focus - the package
A single motive - to encourage people to make a purchase/sign up
A CTA - something like “try now”
Landing pages can be used for various purposes, depending on your end goal. Think about it this way - if you want to achieve a single goal and convert users, a landing page will be your best friend. For perspective, these are some of the reasons why a marketer will create a landing page:
- To sell a single product/service
- Obtain leads by asking visitors to submit a form
- Ask visitors to reach out to an organization
- Encourage visitors to subscribe to something (e.g. blog, email list)
- Get people to register for an event
- Encourage donations for a specific cause
Now, you may be wondering why landing pages are so common and - more importantly - so crucial for various campaigns. After all, marketers can just include their campaign on their main website, or engage in SMM, right?
The fact of the matter is that landing pages are much better at increasing your conversion rates (the percentage of users who take the desired action) and lowering your cost-per-acquisition (the average cost to acquire one paying customer from a campaign).
A website homepage is usually over-saturated with information and various links, preventing the visitor from focusing on a specific offer. Not that it’s necessarily a bad thing, since a homepage is required to introduce the company, communicate corporate values and present the main products/services. However, when it comes to converting users and encouraging them to click on a specific CTA, a homepage is a no-go zone. Landing pages are also much easier to navigate, which means that users are more likely to stay on the page and explore the offer.
Another key feature of a landing page is that it is created for the purpose of instantly engaging the visitor. The first “screen” of the landing page visitors are directed to should be enough to captivate them from the first glance, and make them want to scroll down. Websites, although similar, are not based so heavily on first impressions.
Different Types of
Although landing pages may resemble one another, they tend to differ in their nature, design and even wordcount - it all depends on your offer and your target audience. It is safe to say that different campaigns require different landing pages, but most of these will fall into one of the common categories below:
Click-Through Landing Page The most basic and commonly seen landing page. Its purpose is to provide all the key details of the offer, aiming to convert viewers into customers. Click through pages aim to give a brief overview of the campaign and nothing more, making it easier for the user to form a quick judgement and decide whether they want to respond to the CTA or not.
Features Landing Page For more complex offers, a longer, more content-rich landing page may be required to present the full picture. An alternative to this is a Video Landing Page, which is discussed further in this guide. Although a video is a good idea for promotional purposes, some people still prefer to read rather than watch. Likewise, long-read pages tend to be well-indexed by Google.
Such pages include separate sections which describe each feature of the offer in detail. Feature descriptions on the page are ranked in order of importance: the best, most demanded features are included at the top, while the less sought-after ones can be found closer towards the bottom.
"Coming Soon" Announcement We have all seen this one. A company is about to release an exciting new product or offer, and they want to attract an audience and even have people pre-ordering or signing up. A “Coming Soon” announcement is always a good idea, but an even better one is to create a seperate landing page to increase visitor focus. Announcement pages tend to have very convincing CTAs.
Lead Capture Landing Page Such landing pages are set up for the purpose of gathering data from the visitor, most commonly names and email addresses. These pages tend to have a more minimal design, and include only a short form to submit details by providing a submission incentive. As can be gathered from the name, the main purpose is to capture leads.
Sales and Promotions Sales and promotions landing pages are created for unmissable sales offers, special deals, holiday campaigns and more. These deals can often get lost amongst booming websites saturated with details. A landing page is more likely to give customers that sense of urgency and encourage them to take advantage of a “once-in-a-lifetime” opportunity.
Donations/Contributions Aside from selling, landing pages are also often used for charity purposes or to collect donations. You will often come across such pages in connection to various charity organizations, or small businesses seeking financial support. The CTA for a donation landing page is pretty obvious - donate now! These types of pages are a good way to raise awareness and money for a specific and/or urgent cause.
Event Registrations Event Registration landing pages and be used to direct attention towards both online and offline events, and focus solely on the occasion to encourage people to register. The text is usually pretty short and straight to the point, and there is always some kind of form present for people to be able to sign up.
Paid Advertising Landing Page Paid ad landing pages are created to redirect people who click on a paid ad. Since the main goal is to generate leads, landing pages dedicated to what you are advertising are a great continuation to your ad and a better alternative to redirecting people to a whole website.
Video Landing Page This landing page type is pretty self-explanatory. Many people prefer video content over text, which is why this may work for advertising purposes - especially as an alternative to a features landing page. If your target audience is on the younger side, this can be a pretty effective method. Include a great explainer video and then redirect people to the sales page - job done!
“Thank You” Landing Page “Thank You” pages are designed for the specific purpose of thanking your users and expressing gratitude. However, you can still include a CTA, encouraging users to make further purchases or subscribe, essentially providing a two-in-one bonus.