In a world filled with complex, multi-page websites, landing pages are designed to serve a simple purpose: provide an easy way to drive conversions. Typically, a visitor arrives at a landing page by clicking a link provided in a marketing campaign (i.e. email, paid search, social, etc.) asking the user to take further action.
Types of Landing Pages
There are three basic types of landing pages, each of which serves a unique purpose. Most common is the Lead Gen page, which B2B businesses use to capture details on...you guessed it...new leads. For B2C businesses, the Click-Through landing page is a popular way to encourage potential customers to take further action. The third landing page we’ll review in this post is the Microsite. E-commerce businesses use Microsites to provide simplified product and checkout pages.
Lead Gen Pages
Lead Gen pages aim to provide a visitor with something of value in exchange for his or her contact information. Generally, companies offer one of the following in exchange for a lead’s name, email, and phone number:
- Free quote
- Free trial
- Discount code
- Sweepstakes entry
- Webinar seat
In the example below, you’ll see that ReachLocal offers a 60-day free trial if you fill out their basic contact form:
Click-Through pages usually follow a simple format and contain 3 key elements:
- Bold headline with a solid value proposition
- Relevant image
- Strong call-to-action
The major difference between Click-Through and Lead Gen pages is that the former do not ask the user to input any information, but instead, they present a strong offer and clear call-to-action that must be followed to claim the prize. Take a look at this beautiful Click-Through page from Lumosity:
As mentioned above, microsites are most popular with e-commerce businesses who want to provide simplified shopping pages for customers who click through specific ads or campaigns. The most effective microsites offer one-page shopping and checkout experiences for customers who’ve expressed interest in a specific product or product category. Take a look at the microsite below; it lists only 3 models of strollers instead of the full catalogue of 20+ designs:
Ultimately, all landing pages have the same goal: to convert visitors. By reducing clutter and removing distractions, landing pages should provide clear paths to completing an action.
Need help creating a landing page? We’re here for you.