What is a Landing Page? How Is It Different to Other Pages?
If you are a regular user of the web as most people today are, then there is a high chance that you have come across a landing page before. Their popularity has been steadily on the rise and is now at the forefront of the digital marketing lingo, but they have existed for quite some time.
The landing page is the first page that the user will come across once they have clicked on a link in an email or an ad that you may have published on Google, Facebook, Instagram, etc. You should essentially think of it as a stand-alone page that has been created explicitly for a marketing or an advertising campaign.
The main reason why landing pages are being utilized by modern websites is because of the well-researched benefit of the call to action (CTA) which is fundamentally a way of getting the user to do something once they have visited a page, for example, “Explore” or “Shop with Us” bordered by big colourful buttons to help draw the user’s eyes towards the text. By having this call to action, you can quickly increase the conversion rates of your marketing campaigns while also being able to lower the cost of acquiring a lead or a sale.
The Key Difference Between the Landing Page and the Homepage
If you are unfamiliar with landing pages, you may get them confused with homepages. Although some landing pages are situated at the top of a website’s hierarchical structure and sit where the homepage normally is, not every home page is a landing page. A great way to tell the difference between the landing page and the homepage is the number of links that you see on the page.
A homepage may have several links that you could click on to lead you elsewhere in the site. While some of these links could be linking to things of monetary value, having many links on a page can often distract a first-time user and they will be unsure of where to click first. However, by having a single call to action, you can direct the user on a journey that would most likely generate a lead or a sale.
Types of Landing Pages
If you are interested in landing pages and are viewing many other websites, you may find that the types of landing pages may vary differently. The landing page chosen will often depend on the type of the business, but there are two main types that are used throughout the internet.
Click Through Pages
This is often seen as the simplest landing page type. If you are running an offer and would like your user to know more about the benefits of any of these pages, then this is the best type of landing page for you. The CTA on click-through pages is often a single button that would take a user on a journey that would eventually lead to them subscribing or checking out.
Lead Capture Pages
This is used for websites where the customer details are necessary for the brand rather than selling anything. If you have ever visited a website that needed your email address to navigate through the pages, then you may be on a lead capture page.
Today, lead capture landing pages are now frequently being used by Business to Business (B2B) marketers who will often offer a customer something for free such as a proposal or an e-book in exchange for your email or a piece of personal data that they may use to contact you in the future. If your business needs to build an email list of potential customers, then you should consider implementing this type.
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