Landing Page is a standalone web page created as a landing point for a marketing or an advertising campaign, thus the name. It is usually a single page within an organization’s main website.
Unlike other web pages, landing pages are designed specifically to improve conversion rate of a marketing campaign. They are designed to encourage visitors to take an action, by placing a Call to Action (CTA, for short) button.
The goal of landing page may vary from capturing a lead to making a sale. But the process remains the same, do an advertisement campaign which will lead people to the landing page with a call to action. If it’s a lead capturing campaign, then the landing page will include some method for the visitor to get into contact with the company, if the objective is to make a sale, then it will have some way to buy a product directly from the page.
Differences between a landing page and a home page
The most important differences are the focus, purpose and the structure of both the pages. While the home page is designed to provide information about a company, brand or product, the landing page on the other hand is super focused on conversion.
Landing pages achieve this focus be eliminating all the distractions, like links to other pages, unnecessary decoration and solely focus on the USP of the offer and have a large Call to Action.
Why Should I Use Landing Pages?
The purpose of a landing page is to narrow down the focus by removing the clutter from the page to keep your visitor out of distraction. It allows to control and direct their actions to a more successful outcome.
It also makes it easier to track the success of an ad campaign.
Essential elements of a landing page
- An Interesting Headline
A short and sweet headline that grabs audience’s attention and creates interest
- Intriguing Subheadings
Persuasive subheadings makes audience stay with us. These mostly go just below the headings
- Visual content
Effect of visual elements is 60,000 times faster than text
- Perfectly clear offer
A clear and benefit-oriented explanation of your offer
- The Problem
What problem are you solving? Mention it.
- The Solution
And what solution are you providing to the problem? Don’t forget it.
- A Guarantee
A guarantee, irrespective of what it is and how is it presented instill trust in audience
- Call to Action
Without a Call to Action the whole purpose of a landing page is defeated
Types of landing page
1. Click Through Landing Pages
This kind of landing page is solely for providing necessary information about an offer with a compelling message and usually bullet point list of benefits, this page is focused on convincing a prospect to progress to the a purchase.
All there is on this page is information and a link to the website to complete the transaction with the focus on the offer. And a big shiny Call to Action button.
There is no other purpose than providing information, and make sure you are well informed before you proceed to purchase.
2. Lead Capture Landing Pages
As the name imply, the purpose of this type of landing page is to capture a lead. A lead is someone who is interested in your offering. So you gather the personal information about a prospect and thereby the prospect becomes a lead.
The data we capture through these pages is generally the name and email. You can capture more but the real purpose is to get contact details about them so we can then put them through drip email campaign.
A lead capture page has no exit point, means there are no links to exit the page.There is only a simple (mostly) form to enter your details and a big submit button.
Usually prospects are incentivize in the form of free stuff, to provide their personal details.
3. Infomercial Landing Pages
Who doesn’t love infomercials? Right? Ah maybe not. But hey, these pages are meant to be just that. And they are very long, with a lot of intriguing information and with the language that wants you to read on, and if you are reading through that large message, you are already interested in what they do, and the more you go in, the more you want to complete what you are reading.
By the time you are done reading, you have that beautiful offer in front of you which is too tempting to resist. And guess what, these products are not available on stores.
This is how an infomercial landing page work.
4. Product Detail Landing Pages
This kind of landing page is very common in retail industry. It’s a page on main website with all the information about a product on a single page.
The benefit is that does not require any extra work to create a separate page for advertising landing point.
The drawback of this approach is that it can be very distracting for audience with all the links, banners and what not. And therefore it becomes hard to track the campaign success.
5. Homepage as a Landing Page
A homepage as a landing page? What’s wrong in that? Right?
You will know the problem once you start looking at the statistics, like, conversion rate.
you see, the whole purpose of a landing page in a nutshell is to remove the clutter, and a homepage is full of that.
That’s actually not bad, it’s actually what a homepage is, a page with information about the business, product or organization and links to more data. But that create clutter and distraction.
Another problem that arise with this approach is the ability to track the effectiveness of an advertising campaign. It becomes tedious to track visitors action when they are coming to your page from all sorts of sources.
A landing page with high conversion is what makes marketing and advertising efforts worthwhile. It is not really hard, so work on it before you launch your campaign.