We have talked a lot in recent months about the merits of having a successful website and the methods involved to promote and draw people to it through pay per click (PPC) advertising and search engine optimisation (SEO). With your plan in place it’s time to think about what information your different audiences need from you in order to move them through your sales cycle as quickly as possible and convert them into a valued customer. Landing pages play a vital role in seizing and holding a prospective customer’s attention, and if designed correctly, can enable you to grow your business much more effectively.
What is a landing page and why are they important?
A landing page is a single web page that appears in response to clicking on a search result or an online advertisement, with the general goal being to convert site visitors into sales or leads. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. With this in mind, we take a look at 5 different types of landing page, which can be used to increase your chances of conversion.
5 types of landing page
Click through landing page
This is the most simple of landing pages, often designed for a specific campaign or offering with the sole purpose of getting the visitor to complete a transaction. It normally sits outside of the website hierarchy and is created for the sole purpose of a campaign with its own unique URL. These types of pages should contain the information that the visitor needs to know in the most condensed format and push them towards an action, for example a “click to buy now” button. The key is to focus on one core message and shorten the path between the customer expressing an interest and clicking through and actually buying your product or service.
Lead capture landing page
Lead capture landing pages focus on capturing prospective customer details, which can be used to send newsletters or offerings to in order to convert them into a customer. Many pages focus on gathering names and email addresses as a minimum, but the more information you can gather will help you to subsequently target them with products and offerings. Lead capture pages tend to be clutter free and focus solely on the gathering of customer information. Visitors often don’t like to give away their information readily, so a great tactic is to provide an incentive for them to sign up, via giving them access to specific resources, tools or training courses. You must also be careful to comply with legislation on the capturing and storage of personal information.
Social landing pages
In the new age of marketing, social proof carries more weight than it has ever done before, therefore it’s important for businesses to think about social landing pages. Creating social landing pages may sound like a difficult task, but it’s actually fairly simple. All you need to do is to make some fairly minor tweaks to your existing landing pages.
- Make it easy to share – make your page easy to share by adding social media icons, which allow your visitors to share and comment upon an offer, product or blog article.
- Add numerical data – add details next to your social icons about the number of times a specific piece of information has been liked or shared
- Invite customer testimonials – Nothing is better for a business than real life customer testimonials. Make these pages relevant, with the name and picture of the customer in question and this will deliver a strong source of social proof.
Product detail landing page
These sorts of pages do exactly what they say on the tin. They are pages dedicated to a specific product or offering, which sit within the main frame of your website. These often carry detailed information about the product specifications, but because they are part of your web structure, they can be prone to including lots of distractions for the customer; banners, advertisements or “customers who bought this also bought this” type offers are all fighting for the customer’s attention and can deter the visitor from buying. So, if your campaign relates to a single product it’s often better to create a version of this page which has none of the distractions, thus increasing your chance of converting.
A more sophisticated and often more expensive form of product detail landing page is a Microsite, which comprises of a separate site within a site. These regularly accompany larger and more expensive campaigns and so are often associated with higher value or larger brands. Perhaps one of the best examples of this is within the luxury car market, where you can visit microsites for in-depth knowledge and specifications about the car you are interested in buying, along with being able to build the spec of car you are looking at, then taking a 360 degree virtual tour around it, all without ever having to enter a car showroom!
So when you are planning your next campaign, giving thought to the type of landing page you use will help you to get the most out of your plan. There is no right or wrong answer, but the page that you choose should support the objectives of the campaign and the action that you want the customer to take. In doing this you will be able to better analyse the activity from landing pages to measure the success of an advert, which will have a positive impact on your marketing efforts in the future.