A landing page is defined as a standalone web page that can exist as a part of the company’s website but does not necessarily stand as a visible component of it. Hubspot research found that having 5-10 landing pages increases leads by 50%. They can serve a single purpose and become a one-stop-shop for the business’ marketing objectives online. They way they work is they attract online visitors who “land” on this standalone page. Typically this is done via an online advertisement or marketing email with an enticing offer or call-to-action that gives exclusive product offerings, brand content or experiences. The success of any landing page is measured by the actual number of users who act upon the promotion and become either new members of the brand’s online community or new paying customers of the company’s products or services.
Two popular types of digital landing pages used today are the Lead Generation and Click-Through Generation pages.
The Lead Generation Landing Page
The sole purpose of the Lead Generation landing page is to acquire select details from a targeted audience to generate new sales leads. This information is acquired by the means of a digital call-to-action (CTA). CTAs are marketing tools used to prompt an immediate response and/or encourage an immediate sale. Their aim is to convert website visitors in one way or another, whether that means an online sale or call to the business or even an email newsletter sign-up. Some of the most common Lead Generation CTAs are those that encourage admission into a brand’s online community. Buttons stating “Subscribe Here” or “Sign up for free,” offer users a golden ticket to become part of a brand’s tribe by simply giving their personal email address and maybe even their full name. The personal data gathered from Lead Generation landing pages, along with onsite behavior sometimes, is analyzed by companies to develop future digital marketing and sales campaigns.
Click-Through Landing Page
Unlike the Lead Generation landing page that seeks to acquire user information, a click-through landing page utilizes digital marketing techniques and CTAs to encourage the purchase of exclusively offered products. Creative content meant to generate a sense of urgency or immediacy cause normally reserved users to open up their wallets in the belief that they are about to receive the financial benefits of an exclusive sale or product offering. Common Click-Through CTA buttons are labeled as “Purchase our Products,” “Schedule a Demonstration Today,” or “Get a Quote.” Including user testimonials and reviews on the Click-Through landing page encourage even the most hesitant of users to take the leap and click the “Submit” button to purchase the offered products.
Most online retailers utilize both types of the landing pages in their digital marketing campaigns. Here, as with every online effort, a positive user-experience is paramount. Therefore, landing pages that are uncluttered in messaging, color scheme, imagery and directed content are the most effective in creating a positive user-experience. Positive user-experiences tend to lead to successful lead generation efforts and the creation of loyal, repeat customers.
If you’d like to learn more about how a landing page can improve your website’s conversion strategy, contact Proctor Digital at 773.664.5819. We love powering growth for the brands we work with.