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What is a Landing Page?

A landing page is a unique, standalone web page designed solely to drive a single conversion objective. The objectives of a landing page can vary from capturing a visitor’s data through a lead form to persuading users to click-through to another page.

Types of Landing Pages

It’s important to understand that all landing pages are essentially web pages, but not all web pages are landing pages. For instance, your homepage is not a landing page because it’s built to perform multiple functions and has various objectives. A key characteristic of any landing page is that it’s designed to achieve a single objective, but that objective varies based on the type of a landing page.

Landing pages are an excellent marketing tool to drive direct sales (product landing page in eCommerce), generate leads (commonly used in content marketing), and to build relationships (focused on micro conversions). There are essentially 6 different types of landing pages, each with a distinct purpose:

  • Lead generation landing page. A lead form that is designed to gather user information (name, email address, company, etc.) is a key element of a lead gen page. The purpose of this page is to convince visitors to leave their information, so there are usually no distractions, such as navigation links or other CTAs, that could possibly divert people’s attention elsewhere.
  • Click-through landing page. Typically used in eCommerce funnels, the click-through page aims to persuade the visitor to click through to another page, serving as a ”warm up” step before introducing the actual offer or completing the purchase. The purpose of this page is to provide more information and highlight product benefits in order to bring visitors closer to making a buying decision.
  • Squeeze landing page. The sole purpose of a squeeze page is to capture email addresses and it can be a very effective tactic to grow an email list. Visitors are required to input their email address to proceed further into the site.
  • Splash landing page. Splash page is an intro page that greets visitors before they enter the site. It’s commonly used to draw visitors’ attention to important information, such as the latest release or a warning, however, is disliked among web users.
  • Sales landing page. A sales page is built to drive conversions. It aims to provide all the information that a customer might need when making a purchasing decision. These landing pages come in two types: short and long form. A short-form page is typically used for cheaper products and makes use of a single CTA button. A long-form landing page is useful when selling more complex products and services that call for extensive evidence and information. Long-form pages typically have two CTA buttons – one at the top of the page and one at the bottom.
  • Pitch landing page. A pitch landing page is usually used to showcase a product and accentuate its benefits. It puts less importance on the lead form and lets the product take the central stage.

 

How to Optimize a Landing Page?

Targeted landing pages can help you increase the likelihood of converting traffic from advertising, email or social media campaigns into leads. By aligning your campaign goal with the goal of a targeted landing page, you’re minimizing the risk of visitors dropping off, and have created a smooth experience. First, decide what action you want the visitor to take and then build a landing page that focuses solely on prompting that one action.

If you start looking into conversion optimization tactics to improve your store’s performance, you will quickly notice that landing page optimization is an integral part of that process. You won’t be able to achieve a robust ROI on your marketing efforts (PPC ads, social media ads, email marketing, etc.) if your landing page bounce rate is through the roof. Keep in mind that landing page optimization is a long-term game that will require heaps of experimentation and A/B testing, but there are some general rules of thumb that you can follow to apply the best practices.

Quick eCommerce product page optimization tips (make sure you A/B test everything):   

  • Optimize product copy. Punchy, keyword-optimized product descriptions and titles will help you attract and convert the right customers.
  • Get the product images right. Use high-quality, large, dynamic imagery with multiple angle shots. Implement a product zoom feature to allow your customers to get a closer look at product details.
  • Make use of buyer reviews. Plugging customer reviews directly into product pages can help you increase trust and conversions, but be sure to test it before you run with it.
  • Increase sales and drive traffic with wish lists. Adding “want” or “save for later” buttons can help your customers remember what they wanted to buy but weren’t ready to commit.
  • Leverage cross-selling and upselling tactics. Personalize your product recommendations to increase the average order value.
  • Add live chat support to assist your customers and reduce the bounce rate. You can also use live chat transcripts to identify product information gaps.
  • Use product videos. One way to increase conversions is to tap into the power of video and help customers visualize the products better.
  • Prominently display shipping information. Communicate the shipping costs and delivery timeframes early on to prevent customers from dropping off later in the buying journey.

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