Understanding Landing pages

by Oluwatosin Alabi

In digital marketing, a landing page is a standalone web page created specifically for a marketing or advertising campaign. It is where a visitor lands after they click on a link within a source such as an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Unlike web pages, which typically have many goals and encourage exploration, landing pages utilize strategic Call to Action (CTAs), which oftentimes come in form of buttons, to get visitors to take a particular action. Landing pages generate leads for businesses by enticing interested users to take action (fill out a form, buy a product or contact them). This specificity is the driving force behind landing pages. 

Just like there are different types of business websites, there are also different types of landing pages… and in this post, we will be going over them. without further ado, let’s dive in.

Lead Generation Landing Page

A lead-generation or lead-capture landing page is primarily intended to collect leads using a data capture form. These pages are very versatile but are often used in the middle of the sales funnel, at the point where customers are evaluating your offerings and are on the cusp of moving towards the intent to either convert or walk away. It presents both a request and a reward simultaneously. The reward is the specific offer you are promoting to capture leads, and the request is the information you ask for in your form. The request and the reward should be well balanced. 

Click-Through Landing Page

In contrast to the lead-generation page, which relies on using a form, a click-through page is, by definition, one that does not require it at all. It is a simple middleman between your advert and the page you ultimately wish to direct your customers. For example, it is used to link an ad to a shopping cart. It requires only a simple and short explanation of what the visitor has found by clicking through and a bold and unmistakable call to action with a link to the final destination.

Squeeze Page

Like a lead-generation page, a squeeze page is used to collect data. Unlike a lead-generation page, however, it is generally employed near the top of the sales funnel and its only goal is to gather email addresses to add potential leads to a general mailing list. They are short, basic landing pages with bold headlines and minimal content. A clear call to action leaves the reader in no doubt as to what to expect from the click-through. for a squeeze page to be effective, in addition to the short form, there should also be a link to take the reader to the next step and an exit option if the visitor does not wish to proceed.

Sales Page

A sales page is often the most difficult to design. With this page, you are no longer simply prospecting for leads. It is one that you would use right at the bottom of the funnel, and it has to convince people to buy, which is an entirely different proposition to a basic request and reward combination.

 The creation of the page, from the copy to the design requires a touch of delicacy and a complete understanding of your customers’ needs and their position in the sales journey. You could either sell too hard at this point and turn your client away, or you could undersell and lose the sale anyway. This is where good old-fashioned salesmanship must be incorporated into your design and communication tactics.

The length of the page depends very much on your product and how much you need to say to explain its value to your customers. Regardless of the length, there needs to be a detailed pitch that demonstrates this value, intending to get them to click that button and make the purchase.

Infomercial

The economic times defines An infomercial as a form of advertisement which is aimed at educating the customer about a product or a series of products via television in the form of a program. Infomercial typically lasts longer than a regular advertisement and thus is more detailed. 

You may think infomercials are a relic of the 1990s late-night television advertising, but many businesses incorporate their sales techniques very successfully into their digital strategies, particularly in the form of specialized landing pages. 

Infomercials tell your readers a long, elaborate story, using copy that recalls the emotional and excitable mannerisms of those late-night sales masters. The aim is to keep readers scrolling and get them to commit to a purchase.

Splash Page

Splash pages can be used at any point in your sales funnel, and they are possibly the most basic type of landing page. They typically have very little copy, one or two bold images, and simple communication, usually an announcement or a simple yes or no request. They may ask your reader to verify their age or choose their language preference before proceeding to your website. They are not intended to collect data or generate leads and serve only to provide information to your visitors before they enter your website.

Viral Landing Pages

Viral landing pages are intended primarily to build brand awareness. While they will usually contain links to a company website or other web page, those are presented subtly and unobtrusively. The main key here is the content, which should be informative and/or fun enough to engage a reader and hopefully get them to share the page, together with the ability to share the page via social media. The content could be a written copy or could involve videos and images.

Microsites

A microsite is, as the name suggests, a dedicated, miniature website. It is created for a specific campaign or with one targeted sales goal in mind. It is more than a single page, but it is still described as a type of landing page since it is set aside for one specific aspect of sales and promotional efforts. Microsites are often driven from online ads or work alongside TV ad campaigns.

In conclusion

The importance and effectiveness of landing pages cannot be overemphasized, and with all of these in mind, we hope you now understand what a landing page is, and you are ready to give your business that online presence it needs.

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