Landing Page is of crucial importance in digital marketing. A landing page is particularly designed to attract audiences via advertisement campaigns. The page is called a “landing page” because this is where a user ‘lands’ when they click on the link mentioned in social media ads, emails, and Google and Bing Ads.
A landing page is different from a home page because the basic goal of a landing page is to encourage the user to take action. This is commonly known as the call to action. Unlike a home page, or any other web pages, a Landing page has a single focus, and that is to increase conversion.
Social media marketing is undoubtedly a successful marketing trend of this decade. And, if not money, it invests a good proportion of efforts and hopes for the results. Unable to build an impressive landing page might let all the efforts go down the drain.
So, a well-planned well-strategized and single-focused landing page is the best option for boosting conversion rates through marketing and advertising campaigns. Eventually, it lowers the cost spend on getting a sale.
A landing page hence is a significant part of a campaign goal and exists right after the social media ad clicks. Users click a link from any of your social media campaigns and they are directed to the landing page where signup, registration, or a purchase is done.
The difference between a home page and a landing page
Any page can be a landing page, as long as they land visitors from an ad campaign to a web page. Google Ads use the term for this very purpose, but not all the pages where a user lands is equal in terms of conversion. In a social media marketing campaign, a single-focused page with a call to action without any other website exploration encouragement is described as a landing page.
How Landing Pages Convert?
If we compare a homepage and a strategically designed landing page, we will come to realize the difference between these two pages. A home page has a lot of clickable points and website exploration encouragements, while a landing page contains only one link that is the call to action.
It simply reflects that a homepage has a number of options for the user that might end up in distractions. On the other hand, the landing page is campaign-specific with a single focus. Fewer clickables on landing pages make it a strong point of conversion for the seller. This is why intelligent marketers always prefer a dedicated landing page for directing their traffic to an end that converts.
It doesn’t devalue the importance of a homepage. Sure, it has a lot of importance and is a great contributor to sales. It enables the visitor to explore the brand and let them aware of the products, services, careers, and terms of services and whatnot! But it will not necessarily make a conversion. And this is where the importance of a landing page lies. This is the point I made here to differentiate among the homepage and a landing page.
Email Campaigns and Landing Pages
Email, despite being a classic way, is believed as one of the most effective marketing channels because of the result it brings through its enormous reach and low cost. e-mail is a direct communicator to the user and creates a feeling of a personalized message.
Email and landing page thus makes a strong combination in digital marketing campaigns. This combination can be both used for acquiring new customers and nurturing relationships with existing customers. It’s important to have a list of the targeted audiences for email marketing campaigns and create content that can entice viewers for sure. From there, the landing page contains the necessary details and directs visitors towards a call to action.
Types of Landing Pages
If you start looking for the types of landing pages, you might come across a number of varieties as per the needs of the business. However, basically, there are two major types of landing pages differentiated by their goals.
Lead Generation landing pages
lead generation landing pages direct the users to fill a form that is a call to action. These forms aim to collect names and data of the potential buyers the information typically includes name and email of the visitors.
This type of landing page is largely used by B2B companies selling high end, expensive, or a large number of items. Sometimes they offer a free product or service in exchange for email addresses along with some basic data. Ecommerce also use these forms for building their contact list by offering free shipping, a special discount or deals.
Click-through landing pages
Click-through landing pages are usually used by ecommerce stores and Professional software development companies for marketing and targeting. click-through landing pages takes the users to the subscription or sales. They typically have a simple button as the call to action that takes the visitor into a flow and let them complete a transaction.
The landing page for customers serves a completely different purpose. Paired with highly enticing social media ads and e-mail marketing campaigns, and designed to promote a particular offer, everything about a landing page is aimed to turn the visitors or potential buyers into customers. It’s doing a better job to convert the traffic the brand’s already getting. And that’s the power of landing pages for a website!
Author’s Bio: Zubair is a digital enthusiast who loves to write on various trends, including Tech, Software Development, AI, and Personal Development. He is a passionate blogger and loves to read and write. He currently works at Unique Software Development, custom software development company in Dallas that offers top-notch software development services to clients across the globe.