The Definitive Guide to Landing Pages

As a digital marketing professional, you understand that email
marketing is only one part of a larger puzzle. For your email
marketing efforts to pay off, your email subscribers need to be
directed somewhere, so that certain actions can be taken.

That’s where your website’s landing pages come into play.
Read on to discover the importance of landing pages, as well as how
they work alongside email marketing to net you the desired
results.

Guide to landing pages: what purpose do these pages serve?

A landing
page
is a specific web page on your website that your
subscribers are directed to via various sales/marketing tactics.
This can be through an email CTA or even a social media post. A
landing page is different from a typical webpage because it serves
a particular purpose.

For example, many of our emails and blog CTAs take leads to our
request for a live demo landing page.

Example of a Campaign Monitor landing page

Source:
Campaign Monitor

This page serves a single purpose: requesting a live demo of
Campaign Monitor and the services available to marketing
professionals. Those interested simply fill out the form and then
click the “submit” CTA to get started.

So, while landing pages have a focused directive, they serve a
critical role in your overall marketing strategy: to convert
website visitors into new leads. If implemented correctly, a
well-designed landing page is almost guaranteed to get you the
conversions you’re looking for.

Your guide to different types of landing pages

Marketers understand that each offer or promotion requires its
own landing page to get the attention it deserves. In fact, studies
have shown that companies that increase their number of landing
pages from 10 to 15 see an average increase in leads of 55%.

However, many individuals don’t understand that several
different types of landing pages can and should be utilized,
depending on the type of campaign being run. This has led to 48% of

landing pages
containing multiple offers, which can drastically

decrease the overall conversion rate
by up to 266%

That’s why it’s crucial to have the right landing page for
each of your campaigns. Not every landing page will be a product
detail page, and research shows that other landing pages typically
perform better than a typical product detail page.


Product detail pages vs. all other landing pages

Source:
Marketing Charts

It’s essential to consider adding a variety of different
landing pages to your digital marketing strategy, and we’ve
provided some information on the most popular landing pages used by
marketing teams today.

Lead capture page

A lead capture page is a landing page designed to encourage
website viewers to leave their personal information in exchange for
a good or service. Typically, marketers begin by sending an email
to new subscribers that outlines various perks of their
subscription. From there, users are encouraged to click on a CTA
that brings them to a landing page where they’ll fill out a form
to gain access to something.

The MarketingProfs team does a good job of this. Their welcome
email currently includes a link to an “exclusive look” at Nancy
Harhut’s MarketingProfs B2b Forum presentation. If you click on
that lead capture CTA in the email, you’re taken to the first
landing page, which delivers the promised material. From there,
you’re encouraged to sign up for the 2020 forum and are then
asked for more information on landing page 2.


 Email marketing and landing page examples

Source: Gmail/MarketingProfs
Landing Page 1
/MarketingProfs
Landing Page 2

Sales page

Sales pages, while some of the most relevant landing pages in
your digital marketing arsenal, are the ones that are the most
commonly misused.

Some of the most effective sales landing pages are longer in
nature and can generate up to 220% more leads than
landing pages with above-the-fold CTAs. However, what works for
some may not work for all, so you should always be
A/B testing
your landing pages before making them live for
all.

In this example, the sales page is broken up into different
sections, providing viewers with options to review before making
their final decision.

Example of a sales landing page

Source: Living
Language
via Instapage

Click-through page

Click-through landing pages are great when you’re working with
a new prospect and want to warm them up to an offer. Remember the
example above by MarketingProfs? That’s an excellent example of a
click-through landing page because it moves the prospect from the
welcome email to the initial landing page, and then to an exclusive
offer landing page for the 2020 Forum.

Another great way to incorporate a click-through landing page is
by using free trial offers or with a “get a quote” CTA. This
encourages your consumers to click through and gives you some
information to move forward with the process of learning more or
getting access to the free trial.

Click-through landing page example

Source: Nationwide

Splash page

Splash pages are typically used to inform your visitor or
something prior to giving them access to another landing page or
blog post. This doesn’t usually ask your visitors for any
information and acts more like a welcome page of sorts. Other types
of splash pages could include short, quick forms to enable you to
gather vital user data.

Example of a Splash landing page

Source: Forbes via Instapage

Squeeze page

Squeeze pages are designed to capture a prospect’s email
address to grow a brand’s email list. These pages often pop up
while you’re scrolling through a website or article, and they
often ask you to sign up for the brand’s newsletter to stay in
the loop without having to search the brand later.

For example, GQ includes a squeeze on its homepage. It appears
as the visitor scrolls through the homepage material and encourages
them to sign up to stay on top of the GQ trending stories.

Example of a squeeze landing page.

Source: GQ

Other examples of squeeze pages are those that pop up after
you’ve visited a website so many times, and they require you to
sign up before you can view any other content.


Example of a gated squeeze page that requires a subscription to view more content

Source:
The Business Times

Guide to landing pages: design best practices

Just like any other marketing material, knowing design best
practices for
landing pages
is an absolute must. There are many different
design best practices out here; however, when it comes to landing
pages, these are some of the most vital practices to keep in
mind:

  • Put your audience first by designing with them in
    mind.
    That means designing for the skimmers, including
    images and videos, to help break up large blocks of text and making
    your CTAs easily identifiable and actionable.
  • Consider your own goals during the design
    phase.
    You can’t neglect your marketing goals, or else
    these landing pages won’t serve your brand in any way. What
    purpose does each page serve? What solutions will it help provide
    your audience members? What’s the best way to encourage action on
    each page?
  • Focus primarily on the benefit for your audience
    members.
    What pain points are you addressing? How’s this
    page/product/service going to make their lives easier/better?
    Don’t focus heavily on the specific features. Instead, outline
    how this is going to address the problem they’re seeking answers
    to.
  • Be as specific as you can, or else risk confusing your
    prospects.
    This is particularly important if you have
    multiple offers running at the same time. Remember, you want to
    have a landing page for each of your active campaigns. That way,
    there’s little chance of confusion for those clicking on links
    for a specific product, deal, or campaign.
  • Always run an A/B test before letting your page go
    live.
    What works for one campaign may not work for the
    next, so make sure you’re taking adequate time to test your
    landing pages for limited periods of time and track your results to
    see which one gets you the best results. Whichever variation wins
    is the one you should put up permanently.

Landing pages and email marketing work together when done
correctly.

While some may believe that landing pages are strictly related
to your online presence and digital marketing strategy, remember
that your marketing strategy is made up of multiple puzzle pieces.
Once you’ve got your landing page ready to go, you can start
including them into your email marketing strategy.

For example, MacPaw does a wonderful job of creating a sales
landing page that they incorporate into their holiday sales email
campaign. Instead of laying out all the options for consumers, they
include a 30% off CTA, and should the consumer be interested in the
offer; they can click through to the sales landing page to see all
the available offers.

 Example of email marketing and landing pages working together

Source: Really
Good Emails
/MacPaw

Wrap up

Landing pages play a vital role in your digital marketing
strategy, and it’s essential to understand that not every landing
page is created equally. That’s why this guide to landing pages
focused heavily on the varying types of landing pages that should
be incorporated into your marketing strategy:

  • Squeeze pages
  • Sales pages
  • Lead capture pages
  • Splash pages
  • Click-through pages

Ready to see what Campaign Monitor can do for you? Then request
your live demo today.

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The Definitive Guide to Landing Pages
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The Definitive Guide to Landing Pages