A landing page, a website showcase page, or a landing page is a term commonly used in Internet marketing to define pages to which new website visitors go from other resources or social networks, contextual advertising, search engines, or mailing lists. It is with the help of landing pages that you can obtain various information from website visitors. Feedback forms are usually used for this purpose.
Landing pages are a key tool in lead generation technology.
What does a landing page consist of
There are several landing page templates, but the following form is most often used when creating a landing page:
- A call to action or call-to-action — an incentive to place an order, call or write, go through the registration procedure on the site, and so on;
- A brief description of the sales offer. This item should be approached with special attention because the data that will be presented here should convince your target audience to make a purchase of a product or service as much as possible. Here you should vividly but concisely describe why your product or service is better, more innovative, and more profitable and why a person should choose you;
- A form for collecting personal data (contact phone number, email, social media page, etc.);
- A button to send data that completes the order process.
Main goals of the landing page
There are many goals that are pursued during the creation of landing pages.
The main ones are as follows:
- Creating a positive first impression;
- Collecting data about the resource visitor;
- Increasing profits;
- Increasing the target audience;
- Increasing the effectiveness of already placed advertising;
- A significant positive impact on behavioral factors of target audience representatives.
Main types of landing pages
There are a lot of landing pages, but it is customary to distinguish 7 main types that are most effective:
The first type is a sales landing page. This is the most common type of landing page that is found. Basically, this type of landing page is used to describe a product or service and clearly indicate its UTP (unique selling proposition). Such a page can also contain a message about a sale or promotion. It is important to remember that all such offers must be limited in time.
The main purpose of a sales landing page is to directly sell a product or service.
The second type is pages with the code name “Starting soon or opening in…”. Such landing pages are designed in the same way as the first type of landing page, but they differ from their predecessor in that they have a timer in a prominent place that counts down to the very time when the promotion starts, the sale of any product or service starts, and so on. In addition, the user is often given the opportunity to place a pre-order or subscribe to email notifications about the start of the event. This format is especially effective for site promotion in Kyiv, helping to stimulate interest and interaction with potential customers even before the official launch of the product or service.
In addition, the consumer is often given the right to place a pre-order or receive an email notification about the start of the event.
The next type of landing pages are pages with the code name "Sold or end of promotion". Such pages are created in order to notify the target audience that a special offer that was previously valid has already ended. However, you must clearly make it clear to the consumer that this promotion may take place again. In order to find out about the start of a new "grand event", the buyer must leave their contacts. When this happens, he will be notified in the form of an SMS message or an email.
The fourth type of landing page is the lead page. The main purpose of using this type is to collect and systematize personal data about unique visitors to the resource. Most often, users are “asked” for their phone number, email, last name, and first name.
The main task of such landing pages is that for providing their data, a person receives some kind of prize. This can be a discount or some specific gift.
The fifth type is a newsletter subscription. Such landing pages are very similar to the previous type but differ somewhat. A newsletter subscription also collects contact data, not for selling goods, but for systematically sending useful content or advertising materials. Such mailings can be carried out to email, social networks, and messengers (Telegram, Viber).
The next type is a logical continuation of “subscription to the newsletter”. In this case, we are talking about a type of landing page called “unsubscribe from the newsletter”. Such pages are used to delete your contacts from the database. When designing this page, you need to be careful, because the content can make a person change their mind about unsubscribing from your advertising newsletter. In addition, it may contain data about your special promotional offers.
The last type is viral landing pages. These are pages that are actively distributed by reposting or so-called recommendations on social networks, forums, messengers, or emails. In this case, the advertisement is presented in a hidden form according to the product placement principle. It is important that the texts that will contain references to the advertised product are very well written since their main task is to form a positive image and a trusting attitude towards a particular product or service.
