In simple terms, a landing page is a standalone web page that is often the first page a new visitor ‘lands’ after clicking on an ad or going through a marketing funnel. Landing pages differ from regular web pages, given their singular focus on generating CTAs or Call-To-Actions.
Businesses use multiple landing pages aimed at different products and services and even different advertising channels and demographics. With the end goal being conversions, online marketers strive to lower the cost of acquiring a lead or sale, which can be sign-ups, purchases, subscriptions, and more.
Naturally, a lot of time and effort goes into creating and perfecting a landing page, but do you need one for your product or service?
Home Page Vs Landing Page
Equating your website’s home page with a landing page, or worse, sending precious acquired traffic to the said home page, is a common mistake that can eat into your marketing budget. Even if you have a focused home page, it is still recommended to send traffic towards a landing page for better conversions.
A home page is essentially the central hub of a website, usually hosted on the root folder. It sets the stage for your brand, products, and services. It provides a comprehensive overview of your business with links to the ‘About’ page, contact page, and various other pages and elements.
Landing pages, on the other hand, take a more focused approach, dealing with not just a particular product or service, but individual landing pages can be customized for different traffic sources, demographics, and even certain behavioral aspects of the visitor, in order to maximize conversions.
Online businesses that actively advertise on Facebook or Google Adwords may use anywhere between 10 to 50 different landing pages, some with minor variations to experiment with different elements, others focused on offers, geographic locations, and individual intent.
Unlike the home page and its various sister pages that make up the crux of a site, landing pages are rarely permanent fixtures and are subject to change, removal, and replacement. With the help of drag-and-drop builders and ready-made templates, marketers can create a free landing page with ease.
Understanding Different Types of Landing Pages
When it comes to landing pages, there is no one size that fits all. Depending on the type of call-to-action you are looking to promote, there are different styles that are best suited. There are numerous ready-made templates, layouts, and design kits that can come to your aid for each intent.
Whether you want to capture leads that can be nurtured over a period of time or promote a limited-time offer, there are different layouts, styles, elements, and copywriting that yield the best results.
Here are some major styles that should help you get started.
1) Squeeze Page
A quintessential landing page aimed at capturing the email addresses of visitors, either by incentivizing or by offering genuine value that subscribers are willing opt-in to.
Usually, the leads generated via the squeeze page are nurtured over a period of time, with the aim of generating sales eventually.
2) Splash Page
While it is normally used as an introduction as soon as a user lands on the page, it can be used at any stage of the sales funnel.
It is also used to display offers and discount coupons right when visitors are about to exit, as a final hail mary to retain the sale.
3) Sales Page
The legacy sales page still reigns supreme when it comes to directly convert visitors into sales. There are various different styles that can be adapted to best communicate the offerings and features of a product or service.
For some audiences, the age-old long-form sales page, with large emboldened headers, still works best, and in niches such as Forex or trading, the approach tends to be much more outlandish, with luxury cars and houses on display.
Do You Need A Landing Page For Your Product or Service?
Short Answer: Yes!
There have been extensive studies on the benefits of landing pages, all pointing towards substantial improvements in lead generation, conversion rates, and perception among visitors. So the answer to the question is a resounding yes! You do need a landing page for your products and services to help realize their true potential.
A landing page is indispensable for online paid traffic campaigns, and not just one but multiple landing pages for different products, services, audiences, demographics, and traffic sources. The more segmentations created, the better conversions you can expect.
According to recent studies by the State of Inbound report, businesses with 10 to 15 landing pages witness an increase in conversions by over 55%, and those with over 40 landing pages see an uptick of over 500% with the same traffic. Figures such as these aren’t immaterial and cannot be ignored unless you want to see your marketing budget bleed out without any substantial results.
Even if you get started with just one landing page to better funnel your existing organic traffic, you are likely to witness stellar improvements in overall conversions.
A bit of effort into testing, experimenting, and optimizing the landing page, and most marketers will see conversions increase through the roof.
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