There are different types of landing pages, and each one serves a different purpose. These are considered the backbone of the marketing for generating leads and increasing conversions.
They are primarily used in ad campaigns, so you must ensure that you opt for the right one.
A marketing campaign with many landing pages is more likely to generate leads than a marketing campaign with few landing pages. Comparative to those having only 2-3 landing pages.
But choosing the right type of landing pages is the key.
Table of Contents
- Types of Landing Pages
- Squeeze Page
- Splash Page
- Lead Capture Page
- Dynamic Landing Page
- Click-Through Landing Page
- Long-Form Landing Page /Infomercial Landing Pages
- Product Landing Page
- Video Landing Page
- Viral Landing Pages
- Thank You Landing Page
- Sign Up Landing Page
- Pricing Landing Page
- Email List Opt-In Landing Page
- Start Here Landing Page
- Coming From [social network] Landing Page
- Unsubscribe Landing Page
- Sales Landing Page
- Pre-Launch Landing Page
- 404 Landing Page
- Frequently Asked Questions (FAQs)
Here are the 18 different types of landing pages from which you can select according to your needs.
This type of landing page is created with the sole purpose of gathering information from visitors. Which may include their email address, name, or phone number. This sort of personal information is collected from the users in exchange for:
- A free trial
- Some unlocked content
- Downloadable content
Squeeze pages are typically designed as a pop-up for capturing the visitor’s attention. These are not like other different types of landing pages.
The squeeze page has the least content with a powerful headline, a form to enter the email address, and the exit button. The email addresses are then used for email marketing and social media marketing.
Splash pages are not like any other usual landing page, which is meant for generating leads. However, they are meant for allowing users to choose how they want to view the website.
In simple words, these pages act as a gateway for your website. For example, a page requiring you to enter your age to proceed.
Splash pages can also be used to ask users’ language preferences. This type of page includes a background image with a list of preferences to choose from and a button to confirm your action.
These types of pages are somehow similar to squeeze pages. In lead capture pages, we follow the same pattern of ask and give as used in squeeze pages.
However, they are used for generating relevant marketing messages which have a high probability of getting a response.
This is done by asking the users to fill a slightly longer form, but it must collect only vital information. We must offer the users a good reward in response to their data. These are widely used by marketing specialists for marketing.
Dynamic landing pages are pretty interesting for users. As they show custom messages for different users. Depending upon their search term and location. These are mainly used for running PPC campaigns to align their keywords with audience search results.
The thought behind such types of landing pages is to better match the variation of search terms. Such pages adapt and manipulate their content according to user behavior and metrics.
As marketers, we need to understand that personalization is not just about adding a dash of color or tweaking some copy here and there- it’s about giving visitors an experience that is tailored for them.
Such landing pages act as one last push to persuade the user to perform a transaction. Their only purpose is to encourage the user to make a sale. They are beneficial because some visitors might get intimidated by seeing a “Buy Now” button.
Click-through landing pages are designed with only one call to action button, which leads the user to make the purchase.
Recommendations for designing an effective Click-Through landing page:
- Must include benefits
- Include a catchy headline
- Testimonials and sometimes a video as well
- It should not have excessive length
- Let the user know why they should buy.
Long-Form landing pages are used for selling an item/service. In terms of digital marketing, such pages are known as sales letters or infomercials. As they focus on the advantages of using their product/service.
Usually, the length of Long-Form landing pages is around 7,000+ words. In which you keep on repeating the benefits until the visitor is confident enough to buy your product.
You can include small paragraphs, lists, pull quotes, testimonials, and bullet points. This will keep the copy interesting for the readers to read at least half of the copy. The copy should create the “fear of missing out” in readers’ minds and present your product/service as the solution.
When scrolling through your Long-Form landing page, the more time readers spend on reading, they are more likely to buy. So, if the offer is expensive, then your copy should be longer according to your asking price.
“One Funnel Away” is one of my favorite long-form landing page. Russell Brown, the Marketing Ninja, created this challenge & landing page. Check out it’s landing page to get an idea about it
This is the type of landing page where you must use user-centric language and explain how your product would be beneficial for them.
Don’t get it confused with infomercials because, in product landing pages, you use catchy headlines and bulleted lists in the copy. But the first impression is made through high-quality photography.
Priority for engaging users into buyers:
- High-quality images of your product
- Convincing copy of the product
Good-quality pictures are the first thing to attract the customers into buying the product. The copy comes second. Your product landing page doesn’t have to be very lengthy and should proudly describe the features of your product.
Video landing pages are straightforward yet effective in digital marketing. These pages mainly focus on the sales video, which should preferably be located above the fold. You can add a catchy headline and some sales copy along with the video as well.
But the aim should be to watch the video. The reason for using such types of landing pages is because nowadays, people have very short attention spans. So, videos tend to perform better in terms of engaging the customer’s attention.
People are likely to remember the video more than the text they read. It leaves an impression for a more extended period of time, but make sure you use it for selling the product or service which is photogenic.
It is a bit similar to long-form landing pages as it clears all the customers’ concerns but not precisely the same thing.
Viral landing pages are trendy these days when it comes to launching a new product or service in the market. These pages use the “word of mouth” marketing technique. It creates a social network and increases its popularity within no time.
The aim of these pages isn’t just to convince visitors for call to action. But for encouraging them to tell others what they have found and in return they receive rewards.
This type of landing page work in steps to achieve their goal:
- Discovery: A user finds the viral landing page through an ad, online search, or being referred by a friend.
- Education: The page educates the user by providing the solution to their problem.
- Conversion: The user does the sign-up process and becomes the customer lead.
- Sharing Incentive: The user gets a unique link. On sharing it with their friends, they would get incentives.
- Reward: After they share their link with their friend, it converts into a lead. Then they get a bonus, and the cycle then repeats itself to generate more leads.
Some people might consider thankyou landing pages as unnecessary. Although, it’s completely opposite as these pages help you convert your buyers into repeat customers.
Users are usually directed to these pages when they have made a purchase or filled out a form. You can use this opportunity to show them recommended content and related products or services.
You can also make use of thank you landing pages by assuring them that they have made the right choice. By choosing your product or service by sharing some social proof. Of course, you should be thanking them by adding a few extra nice words, which would add value to your brand identity.
Sign-up landing pages are primarily used for conversions by registration. These types of pages have only one clear goal: to get the user to register on your website.
When you are running social media ad campaigns or PPC ads, and you want to convert your visitors into your customers you must have a Sign-Up landing page.
When creating a sign-up landing page, make sure that you grant them some incentive for signing up and showing them the value they would get.
There are a few things to be noted here to make these pages effective.
- Your headline should be benefit-driven
- Contain a relevant and engaging image
- An appealing subheading with some detail
- A fascinating call to action button.
Pricing landing pages are very crucial and should be designed with utmost consideration of the user’s needs. These types of landing pages should convince the visitors in advance.
Clear all their doubts and list the benefits they’d get against the specified price. While designing the pricing landing page, you can suggest the offer that would be best suitable for them.
To make it more convincing, add reviews and FAQs section and compare your prices with others available in the market.
These landing pages have the same purpose as the squeeze landing pages, to get the email address of the visitors, as discussed in the above section.
Although, they are not exactly the same as they only acquire it to create their email list. Which is used for email marketing, also they are not designed as pop-ups.
Keep in mind that you are converting your visitors into subscribers, and in response, you’d be giving them some lead magnet (free item/service).
You must take explicit permission from them that you’d be using their emails to mail them your offers, and they can unsubscribe to it anytime.
Some marketing experts are replacing the “About Us” page with the “Start Here” landing page, which is a wrong practice as the “About Us” page has its own value.
Start Here landing pages are quite similar to About us pages. But the “About Us” page won’t give a clear direction to a new user on how to navigate your website or where to start reading.
On the Start here landing page, you’d be the expert to guide new users where they will find relevant content. What your mission is, and some key terms used on your website.
Such types of landing pages can be used to ask visitors to connect with you on social networking sites. Now the question arises where to place your Start Here landing page?
Here you have two options:
- You can preferably place your Start here page in the top navigation bar
- Or in a widget placed below the fold.
In coming from (social network) landing page, we try to attract the traffic from social networking sites. By running a social media campaign, whether it’s organic or paid.
These landing pages are tailored according to the campaign being run on social media platforms. They help in sending the audience to campaign-specific destinations. This increases the chance of getting a conversion.
Let’s see an example of jackie-ellis.com
Facebook ad of jackie-ellis;
Landing page of that ad;
This technique is beneficial in terms of marketing. As a significant chunk of eCommerce sales is generated by social networking sites. You can use third-party traffic by using ad campaigns to generate leads directly.
This page gives one last chance for you to win back your customer or to avoid unsubscribing. You can use all the creativity to gain their trust back and if you have a general idea why they might be unsubscribing use that to your advantage. Give them the option to avoid receiving such emails.
This would at least keep the communication line between you and your subscribers open. It would be a good practice to list the things they would be missing out on if they unsubscribe.
You can also ask for their suggestions. About what should be improved and use that to prevent anyone else from unsubscribing.
This is among the types of landing pages where you are converting your site users into customers. Here you can use any sort of elements while designing that could motivate the visitor to buy. There is no specific requirement for the sales landing page copy.
You can either opt for a long or small copy and keep the page short or long in length. This can be figured out depending upon the product or service you are providing.
Keep in mind how much longer it would need to give a detailed pitch of your service or product.
Few pointers for designing a sales landing page:
- Include testimonials and reviews
- Reserved FAQs section
- About section for product/service
- Strategically placed a call-to-action button
- The value you are offering
The pre-launch landing page offers the visitors a brief overview of what your product or service will be about. You can make use of videos, copy, images, and real screenshots of your app to show how it would be helpful for their users.
Even if you have a prototype of your product, you must show the actual working and highlight its competitive edge in the market. You must have a call-to-action button as well to offer pre-registration or early access.
Tips for designing a pre-launch designing page:
- Copy should be clear and concise
- Must have an irresistible headline
- Target pain points of audience
- Don’t include any links except for the homepage
- Preferable to include images/videos
You might be wondering, isn’t 404 just an error page? The answer would be Yes and No. It totally depends on how you perceive it.
A marketing person never lets their users getaway, and neither should you. You can use your creativity to keep your visitors on your website.
One of my favorite example from SproutSocial.com;
This can be done by displaying some humorous messages on the 404-error page and navigating back to the homepage. You should simply apologize and use some humor to it and try navigating them back to the homepage.
You can’t be certain about which landing page would be most successful. Each website might have a different domain or product.
So, if something is working for one person doesn’t mean it would work for you as well. One can only say which type of landing page would be preferable for a specific kind of website.
There is no definitive landing page that would work perfectly for all products and services. Yet, you can use this blog as a reference guide to observe which landing page/s suits best for your website.
Click-Through landing pages should be used in eCommerce websites. Where the probability of visitors buying your product is less.
So, instead of directly landing them on the checkout page, they’d be navigated to the Click-Through landing page. It would offer the details and why they should buy your product.