A landing page is any page on your website upon which visitors can arrive, or land. You can create a landing page to encourage visitors to:
- Buy something
- Sign up for something
- Visit a physical location
- Donate money
- Take some other action (pretty much any action you’d like)
While landing pages can have several purposes, they can be broken out into two broad categories:
- Click-through landing pages
- Lead generation landing pages.
While you can create landing pages to sell things, the actual sale likely won’t take place on the landing page itself. The visitor will click through the landing page to get to the product page, and that’s where the transaction will occur.
Why is this? Well, first, imagine having to create a landing page for every single item you have for sale on your e-commerce site. Now imagine Amazon having to do that. It’s impractical, to say the least.Plus, click-through landing pages can be more effective when they’re tied to specific events or dates, such as holidays, particularly because those pages are often a part of email marketing campaigns.You’re not going to email your list about every single item you have for sale. (If you do, count on your unsubscribe rate skyrocketing.) You likely save the emails for the special occasions, the deals, the really good reasons to show up in your list members’ inboxes.The next step is to make sure your landing pages support those emails, and encourage your readers to click through to get to the good stuff so you can get the conversion.
That list you use for your email marketing campaigns—how do you build it in the first place? Through lead generation, or “lead gen” for short.A lead gen landing page allows you to collect data about your site’s visitors. Names and email addresses are often enough for most marketers’ purposes because you just want to be able to contact that person at a later date, most likely via digital means such as your newsletter or an email campaign.
But people don’t just give that information away freely. Not anymore. Just as the landing page itself has to be worth the click, you need to make it worth the while for someone to provide you with the means of contacting them directly.
Some of the things you can offer in exchange for personal data are:
- Newsletter subscriptions
- Free trials of your service
- E-books
- Contest or giveaway entries
- Webinars
- Event registrations
Before you decide what to offer, you may want to consider what will work best for your audience and why. For example, emails offering e-books have a nearly double click-through rate (CTR) over emails offering webinars.
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