What do you need to think about with a landing page?
When it comes to capturing leads, the "one size fits all" landing page is long gone. Today, with the help of a website builder like Wix, every marketer and business owner can choose from countless different types of landing pages that fit campaign goals and sales funnels.
There are many business cases where one type of landing page would be far more appropriate than another. For example, you might want to get subscribers right away, while others want to sell their product right away. By first becoming familiar with the most common types of landing pages, it becomes easier to make a choice for your specific business.
What is a landing page and how does it work?
First, it is important to know exactly what a landing page is. Simply put, a landing page is the webpage that visitors land on after clicking on a search engine result, banner ad, promotional email or link. The purpose of a landing page is to generate conversions that can be achieved with clear CTAs such as 'Free Trial', 'Contact Us' or 'Subscribe'.
Compared to other web pages, the main advantage of a landing page is that it only contains relevant information about what you have to offer. This makes the page much less prone to 'leaks' than other web pages. Visitors are shown a targeted CTA without the possibility to navigate to different parts.
Having a landing page made is different for every entrepreneur and it depends on your business goals what kind of landing page you choose. Once you get the right one, you can use it to optimise your conversion rates. However, before you get started it is useful to inform By Marko what is possible.
The most common types of landing pages are:
Click-through landing page
Splash landing page
Squeeze landing page
Landing page with thank you
Landing page with 'long' sale
Unsubscribe landing page
Coming Soon Landing Page
Product Landing Page
Event Landing Page
01. Landing page for lead capture
Lead capture pages are one of the most common types of landing pages. They display a marketing text about a current offer, for example. The visitor's email address is required to receive it. E-books, white papers, manuals and webinars, among others, are popular tools used on landing pages to capture leads.
Pay-per-click (PPC) advertisements in particular often use these types of pages, as obtaining information is really all they can do. This leads to higher conversion rates and better ROI.
02. Click-through landing page
This is a landing page example that displays detailed information about an offer. The goal is to convince the visitor to click through to a transaction or conversion page. This type of page usually acts as an intermediary between an advertisement and your web shop, allowing users to become familiar with services or features without having to make a purchase right away.
Instead, companies offer free trials, vouchers or some other form of added value that visitors can obtain by clicking through to the next stage.
03. Splash landing page
The aim of a splash page is to attract the attention of a website visitor, even before he arrives at his expected destination. After all, 'making a splash' means attracting a lot of attention...Unlike most other types of landing pages, splash pages are not aimed at conversion, but rather at achieving a specific goal.
They are often used as an intermediate page to make an announcement. For example, to inform about a conference, event or promotion. Sometimes a splash landing page is used to ask the age or language preference of a visitor, so that he can then enter the website. These pages have few bells and whistles, use a background image and often do not ask for too much information.
04. Squeeze landing page
Sometimes it's good to get straight to the point, and 'squeeze' the information you need right out of a visitor. This is similar to a landing page for capturing leads, but squeeze pages are usually shorter and smaller. In addition, they don't use images or a lot of text. And while neither type of page has an exit and clear CTAs, squeeze pages are less about informing about an offer and more about driving transactions. Also known as an 'opt-in page', they usually offer e-books and other downloads.
05. Landing page with thanks
Thanking others is always a sign of good manners. But when it comes to a landing page with a thank you message, the simple word 'thank you' can even enhance your lead efforts. When you get to this page, the visitor is clearly an interested customer. So don't waste your chance to get more engagement from this lead! Thank a customer as soon as they fill out a form or make a purchase and then suggest additional offers, products and services. Other business ideas for using landing pages with thank you messages include:
Showing 'social proof' (recommendations from others)
Offer a voucher
Linking to your blog
Ask the user to follow you on social media
6. Landing page with 'long' sale
You have probably experienced it: While watching an "infomercial" on TV, you thought you would never, ever buy such a product. But suddenly, as you listened longer and got more information, you considered making a purchase after all. With this in mind, you could say that long sales pages are the online version of an infomercial.
A landing page example of this type is used in the lower part of the funnel. It usually asks for a payment rather than just an email. You want to pitch your product with compelling reviews, quotes, videos and CTAs, with the aim of convincing the visitor to buy.
Maybe you need to add a voucher to help your customers persuade. But urgency and good copywriting can also work wonders. In any case, always make sure you include as much important information as possible!
07. Landing page for de registration
Make an unsubscribe landing page? Never fun, but unfortunately it's part of the game. But if you really cherish someone, you don't let them go so easily...That's why in business you don't let a valuable subscriber leave without giving them another chance to change their mind. On pages like this, there is plenty of room for humour, and for offering various reasons why subscribers should stay.
Are users trying to unsubscribe from your email marketing campaigns, for example? Then try to talk them out of it by allowing them to change their email preferences. This way, they can stay informed about your brand at a lower capacity or frequency.
In addition, on pages targeted at users who are cancelling a paid subscription, you can present your products or services one last time. Or find an incentive such as a discount to get them involved in your business again. Do they stick with their decision? Then ask them to follow you on social media. This way they will still be connected in some way...
08. Coming Soon landing page
It's never too early to turn your upcoming product or business launch into hype. And creating a Coming Soon landing page is the perfect way to do this. Using a Coming Soon website, you can give a taste of the exciting things you're working on, without giving a full reveal yet.
Consider adding a launch date or countdown. That way people will know when to come back to take advantage of your offer. It's also a good idea to include a 'tell me about it' email form. You can then send visitors a link to the destination page as soon as your new website is launched. Furthermore, having a relevant email list will help you prepare for success in future marketing campaigns.
09. Product landing page
This landing page example focuses on the product you offer. Most website homepages allow visitors to navigate and explore different products and offers. But what if you want users to see one specific product when they land on your domain? Then you need to create a landing page that clearly promotes your product.
This page type is widely used in retail and technology. It gives a full overview of the product, how it works, what functions it has and what problems it solves.
To decide for which product(s) you want to create a product landing page, we recommend looking at your website analytics. This way you can see which of your products are being viewed the most. As for the design of the page, be sure to include lots of images and rich media in your product landing page. As they say, a picture is worth a thousand words...
10. Landing page for events
Nowadays, time is short and we have to be in dozens of places at once. Therefore, people want to know all the in's and out's when you organise an event, conference or meeting. For example, why is it useful for them to attend? This is where the event landing page comes in. With all the relevant details and information, as well as a registration form. You can do this with the help of online planning software.
When using an event landing page, consider counting down to the date of the event. In addition, include videos or photos from previous events you have organised. By doing this, you give people a taste of the event to come. You can even create a sense of FOMO (fear of missing out).
How to choose the best type of landing page for your business?
You've now reviewed the most important types of landing pages and gained some inspiration. But which landing page example is best for your particular business? To choose the right type, ask yourself the following questions:
What goals do I want to achieve?
Do I want to promote newsletter subscribers, sales or event registrations?
Who is my audience and where are they in the sales funnel?
To find this out, it is essential to think about what you want visitors to do after they have completed a lead form.
Do you want to know more about landing pages or do you want to make one, please contact Wix Web Wizard and they will be happy to help you.