Why you need to create different types of Landing Pages on your website!
When you try to sell your stuff online, the success of your business rests on your ability to persuade your prospect to take action.
This can be as different as:
- getting them to subscribe to your newsletter
- download your ebook
- purchase your product
Traditional web pages aren’t designed to do this. That’s why digital marketers have created the concept of landing pages.If you ask any digital marketer, they will tell you that a landing page is:
- a standalone web page
- created especially for a marketing or an ad campaign
- where a visitor “lands” when they have clicked on an ad
- designed with a single focused objective known as a Call to Action (CTA).
If you are unsure what’s the difference between a landing page and a home page (any other page on your website), click here.
Several years ago, building a Landing page was quite easy, because there was only one type, but in digital marketing, one year is an eternity and what was true a couple of years ago has lost a lot of its value today.
That’s why the following article will show you how to build the perfect landing page no matter what your goal is.
I am using 15 different landing pages on my businesses and for my customers.
Each design has a different purpose, so, I invite you to discover some pitfalls to avoid from the following 15 landing Pages types.
Paid Search Landing Page
Several studies have constantly shown that 72% of prsopetcts¹ start their research at Google. In google only, there are 40,000 queries every second. That translates to 3.5 billion searches per day and 1.2 trillion searches per year worldwide1.
Of course, that’s only for Google, remember that even if Google is the market leader, you also need to count on Yahoo, Bing, AOL, Yandex, Baidu, etc…
All search engines together account for over 6 billion daily searches worldwide.²
That’s why using search engines to place paid ads is one of the best ways to get your products noticed.
A paid search, or PPC landing page, allows you to capitalize on that traffic by sending prospects with high intent (meaning, they’re actively searching for a solution to their problems, as opposed to just browsing) to targeted landing pages that offer a solution to their problems.
Take a look at how Infusionsoft³ uses a landing page to offer Customer Relationship Management to their prospects:
By now, you should know that you start filling out your Top Of The Funnel with one essential information about your prospect: the email address. More than 95% of marketers⁴ say it’s the most important data they capture on lead generation forms.
If you have a good lead, their email address is something your website visitors are willing to give up; and a squeeze page is the best tool for convincing them to do so.
This type of landing page will pop up to cover your prospects’ browser window after they land on one of your web pages, and present them with an offer in exchange for their email.
Here’s an example from MyAdGency for a Social Media Calendar:⁵
Generally, when your customers click an ad to claim one of your offers, they expect to be directed to a well-formed landing page where they can find it. But if they land on a splash page, their mindset might be different.
Splash pages are a bit different because they’re what you might consider stopovers on the way to the prospect’s final destination. And their goal isn’t always to get a visitor’s information.
A good example might be to redirect your prospects to a splash page that ask them if they are interested in having the rest of the sequence in another language. Or you might send them to one that displays an announcement when they type in the URL of your homepage.
Regardless of its purpose, a splash page will mostly be considered as annoying by your prospects because that’s an extra step to where they want to go…
But you need to be sure that you have a good reason to interrupt their journey in the first place, and that you allow them to continue to their destination once they’ve read your message, or decided whether or not to convert.
Here’s an example from Forbes⁶ you’ve likely seen before:
Lead Capture Landing Page
Data shows over and over that up to 96% of people who visit your website won’t buy any of your stuff.⁷ because that is a terrible situation you are in, you need to be prepared to guide those undecided prospects to eventually purchase your products or services using a process called “lead nurturing.”
But before you can do that, you’ll have to convince your prospects to tell you more about them. And that’s what lead capture landing pages are for.
Provided you have designed a form to capture the right information to classify them and ad a specialty or category tag, or with the right information that your marketing and sales teams can use to qualify potential customers, this type of landing page turns prospects into leads that you can guide to sale with targeted content and offers.
Here’s an example from MarketingBitz:⁸
The second-most powerful word in a copywriter’s lexicon is “free,” and sales pages can’t use the word “free” when they are selling something of value. That’s why they have to be so carefully constructed.
A sales page must be designed with only one objective in mind: sell your stuff, so it must be made to compel users to click “Buy.”. The landing page will need to be built with every possible element of an effective landing page and no fewer.
Check out how Bloomberg Businessweek⁹ gets their visitors to buy with this sales page aimed at boosting subscriptions:
Upsell Landing Page
Savvy marketers know that loyal customers are up to 10 times more valuable than new ones, and around 65% easier to sell to. That’s why upselling is so popular.
“Upselling” refers to the practice of getting an existing customer to purchase a newer or more robust upgrade of your product or service, thereby maximizing their value to your business.
When it comes to convincing them to do it, businesses like
TheEssentialTools.Com¹⁰ use the persuasive power of a Landing Page:
“Coming Soon” Landing Page
Just because your offer or website isn’t ready yet doesn’t mean you can’t get a head-start generating leads for your business. Build anticipation with a coming soon landing page that adds visitors to an exclusive wait list where they can get notifications on your product’s release.
Here’s an example from Optim-Eyez:¹¹
Gated Article Landing Page
Content is the cornerstone of a strong inbound marketing strategy, but you don’t have to give it all away for free. Boost top-of-funnel lead generation by “gating” your most valuable articles – meaning, require your visitors to complete a form in order to read.
Take this page from Frost & Sullivan¹² for example:
Ebook Landing Page
They’re most often used at the top of marketing funnels, but ebooks can be effective lead generators throughout the entire buyer’s journey. The only problem with them is, there are countless free ones already floating around the internet.
So if yours isn’t filled with valuable content – like advice from influencers, industry insights, and replicable case studies – the chances of someone claiming it are slim.
Here’s an example of how to highlight ebook content from Salesforce:¹³
White Paper Landing Page
Packed full of product insights or industry statistics, white papers are valuable offers on any landing page, at any stage of the buyer’s journey. Prospects looking for facts and expert advice to help inform their personal and business decisions will come hunting for these, and more often than
not, they’ll end up on a landing page.
If they land on yours, make sure to emphasize why they should download it and what they’ll find inside.
Here’s how Return On Digital¹⁴ uses them to capture prospect information:
Webinar Landing Page
Webinars were once used strictly for top-of-funnel lead generation. Today though, studies have shown they’re effective for driving leads further down your marketing funnel, regardless of what stage of the buyer’s journey
they’re in. They also have the unrivaled ability to keep people entertained – for an average of 56 minutes,¹⁵ in fact – at a time when attention spans are continually shortening.
Offer them to visitors to watch live, and even record them to offer as a replayable video lesson. That way, you can use your webinar landing page to generate leads before and after the webinar is over.
Here’s a great example of a webinar landing page
Video Landing Page
For the most part, people navigate the world around them without the help of words. That’s why videos and images are powerful persuasive tools on landing pages. They’re easier for your visitors to process than written text, and they’re more effective at telling your brand’s story.
With an explainer video you can showcase your product in action. Using an introductory video, you can build trust in your company. With video testimonials and case studies you can prove the value of your offer.
Take a look at how Act-On¹⁷ uses video on their landing
page to describe their service:
Demo Landing Page
Sometimes before your prospects can be convinced to buy your product, they’ll need to see it in action. That’s what demos are for.
Most effective toward the bottom of your funnel, a demo will help evaluating prospects determine whether your product has all the features and capabilities they need.
But before you can showcase all its bells and whistles, you first need to convince potential customers that your offer is worth looking at.
That’s the job of a demo landing page. Take a look at how IBM¹⁸ uses one to persuade visitors to tour their Marketing Cloud:
Free Trial Landing Page
When your product is costly or complicated, many of your prospects will want to try before they buy. And when they do, landing pages that feature free trials (used mostly by SaaS businesses) get them to do it.
Fortunately, these pages already have a powerful persuasive tool going for them: The offer is free. And everybody loves “free” — even more than they do a moneyback guarantee, according to Neil Patel.¹⁹ He conducted a test that showed more than double the people were willing to sign up for his service when offered a free trial over a money-back guarantee.
At the bottom of your marketing funnel, these pages are powerful tools for generating customers.
Check out how Alteryx²⁰ uses a free trial Landing Page to get visitors to try their analytics tool:
“Thank You” Page
There are very few well-designed thank you pages on the internet because they’re an afterthought to most marketers.
They figure, “Why should I spend time designing the page my visitors see after they convert? I already have what I want.”
Here’s why: When built the right way, a thank you page can do more than just show your new lead gratitude — it can also get them to convert again. Thank you pages are about continuing the conversation with your new leads, because conversion shouldn’t be the end of your relationship with
them. It should be the beginning.
Take a look at MyAdgency.Com Thank You Page Design²¹:
Your landing pages are most powerful when they’re customized to ndividual campaigns. Data from HubSpot has shown that companies who use 40 or more landing pages generate 12x more leads than those who use 5 or less.²²
It’s no coincidence.
To generate more conversions, you’ll need more landing pages.
There are a lot of companies out there selling designer-friendly platform to built landing pages. Those companies market themsleves with the promise that you will be able to build any landing page “in a matter of minutes”.
Nothing can be further from the truth.
Even when you have all the elements to build your landing page:
- the copy
- the pictures
- the forms
- the CRM
It can take a seasoned designer between 1hour (for a splash page) to several days (for a long-form landing page) to design a functioning landing page.
And usually that means more IT staff, like programmers and coders, to design them — but not always.
With the most designer-friendly platform on the web, you can build and deploy professional landing pages in a matter of minutes, and integrate them with 20+ popular marketing tools you already use, like Salesforce, MailChimp, Google Analytics, and WordPress.
Don’t miss another opportunity. Join over 250,000 businesses like Oracle, Allstate, and HelloFresh, that already build with Instapage. Start your journey to more leads and customers right here
Landing Page Tools
Landing pages are the bread and butter of your website and building them correctly can make or break your organization. A tool can help make that process easier. Check out these landing page builders.
Unbounce allows marketers to create landing pages without having to code by having multiple templates to choose from. Plus, they integrate with a ton of other tools.
Leadpages has created features like mobile-friendly templates and drag-and-drop customization options.
Instapage is a landing page tool with the ability to create custom fonts, generate heat maps and it integrates with multiple platforms.
Xavier Lannes is the CEO of MyAdGency.Com & has several specialties: Graphic Design, Copywriting, Facebook Ads, Funnels, Sales Pages. Xavier's job is to attract, retain & monetize customers but find that copywriting, content creation & graphic design are the most rewarding parts. He has a BS in On-Line Publishing, a Master in Languages & certifications in copywriting. He also enjoys skateboarding in pools & bowls. Contact: email@example.com