It is a known fact that businesses publishing more than 40 landing pages generate 12 times more leads than those with only 1-5 landing pages. But simply publishing pages doesn’t increase your chance of conversion. You must also make them relevant to the pre-click stage (search or display ad, email campaign, etc.)
When you connect your ads with relevant post-click landing pages you ensure that the visitor knows they’ve landed at the correct place—increasing the likelihood of conversions.
By completing the post-click sequence with dedicated pages, instead of busy homepages or cluttered product pages, you make your ad clicks more worthwhile since you’ve already paid for the ad click. What also improves the possibility of conversions is knowing which type of landing pages to create for specific campaigns.
So, how do you determine which landing page type to use for each campaign? Before answering that, you should know the true definition of a landing page because there is a lot of misinformation online.
What is the correct definition of a landing page?
A landing page is a standalone page disconnected from your website that uses persuasive elements like a compelling headline, hero images, an optimized lead capture form, and trust signals. The primary goal is to convince visitors to perform the action highlighted on the page, which can vary from downloading an ebook to signing up for a free trial.
The following characteristics make landing pages the best destination for all your ad campaigns:
- Message match: This is the process of matching the ad’s content with that of a post-click landing page so that the ad’s message is reinforced in the user’s mind and they know they’ve come to the right place. You achieve message match by using the same (or very similar) headlines, images, color layout, etc. By creating dedicated landing pages for each ad campaign, you can ensure the ad and post-click page always maintain message match.
- Promote a single offer: Landing pages are created to fulfill a single conversion goal, and the goal may vary (see ebook and free trial examples above). For instance, if your display ad announces a new downloadable report, your post-click page should only feature the report, not mention a white paper or free trial as well.
- 1:1 conversion ratio: Since landing pages are meant to promote one offer, there are no extra links present on the p age – nothing that could distract visitors from the conversion goal. This means excluding navigation, social media, and product-related links.
- Personalization: Personalized landing pages take into account the user that arrived at the page. Here, dynamic text and acknowledging the source that brought them (social media platform, email campaign, etc.) can go a long way in converting the prospect to a lead or customer.
Now that we’ve covered the basics and established the foundation, let’s see the different types of landing pages you can create for your campaigns.
The 4 primary types of landing pages
There are 4 main types of landing pages you can create:
- Splash page
- Squeeze page
- Lead capture page
- Sales page
Each type performs a specific function and can be used in a particular place in your marketing funnel.
Unlike the rest of the pages where the user lands on the page after clicking an ad, users see a splash page when you have a specific goal to fulfill. Asking the user about their language preference, verifying their age, or making an announcement are popular choices for slash plages.
A typical splash page includes very little copy, a background image, and the message you want to convey. Here is how Budweiser uses a splash page confirm the legal age of the user:
Since splash pages often precede a website page they can be used at any stage of the marketing funnel.
Contrary to other landing pages, splash pages are not meant for lead generation or get visitors to click-through to a form. They are simply used for announcements and to get visitors to select how they want to view your website.
Squeeze pages are best used at the top of the marketing funnel to collect users’ email addresses in exchange for a free offer. This page is a short-form page that usually only requests a visitor’s email address so they can enter your marketing funnel.
Since squeeze pages are light on content, they are mostly designed as pop-ups to capture user attention and feature the following elements:
- A persuasive headline that informs the visitor about the value of the free offer.
- Minimal copy providing some detail on the offer.
- A short form that asks for the visitor’s email address (and in some cases their name).
- A CTA button that tells the user what to expect next.
- A clearly discernable exit or X button that allows visitors to close the squeeze page without submitting their information.
GQ’s squeeze page offers their newsletter in exchange for the user’s email address:
Squeeze pages help you create the most valuable tool for nurturing leads and turning them into new customers—an email list.
Lead capture page
Lead capture pages are the most widely used among this list throughout the marketing funnel because they are longer than a squeeze page, but not necessarily as long as a sales page (discussed next). For that reason, and because of their versatility, lead capture pages are commonly used by marketers in the middle funnel stages. What sets lead capture pages apart from others is its ability to collect leads via a form.
To create optimized lead capture pages, it’s important to maintain a good balance between the ‘ask’ and ‘reward’ on the page. The ask includes the lead capture form and the reward is the offer you’re promoting to collect the leads. Make sure that the reward justifies the ask as well.
For example, a page offering the top ten digital marketing trends for 2019 shouldn’t contain a long form. In contrast, a product demo should include more fields so your sales and demand-gen team can qualify the leads more accurately.
The number of form fields also depends on the user’s position in the funnel. At the top, lead capture pages shouldn’t have forms with extensive fields. However, once you have basic user information, and the user has entered the marketing funnel, you can then use longer lead capture forms on middle of the funnel pages to determine whether the user is actually interested in your product/service.
Monday.com just asks for the user’s email address to get started with their project management solution:
Whereas Quip uses a longer lead capture form on their demo landing page:
Lead capture pages allow you to collect vital information about your potential customers, which helps you create relevant marketing messages they prefer and respond to. To create optimized lead capture pages always be wary about the length of the lead capture form. Only ask for information that’s absolutely necessary for a particular offer.
In the end, optimizing lead capture forms ensures there is no friction hindering the conversion process.
Sales pages are typically used at the bottom of the funnel and are often the toughest to design because they have to persuade people to buy. That’s because convincing someone to pay for an offer is a bigger ask than simply asking for their email address.
Sales pages can be short or long depending on your product or service and the amount of information it requires to explain the value to users. Generally, the more expensive or complicated your product or service is, the longer the page design (vice versa). Regardless of the page’s length, it should contain a detailed pitch of your product so you can persuade visitors to become customers by clicking the CTA button.
That said, sales pages are usually longer than the other types of landing pages since they require more information to persuade visitors to buy the product.
The Renegade diet sales page is a long-form sales page that features information what the program can do for users, includes an FAQ section, an about section, customer testimonials, a guarantee seal, and of course an add to cart CTA button:
To create a sales page that visitors convert on, be sure to add landing page elements that are optimized for your audience segment and provide the necessary details for your offer.
Choose the right type of landing page to increase campaign conversions
Using optimized post-click landing pages in your ad campaigns makes you better equipped to convert prospects. Plus, the type of offer you promote and where the user is in the funnel helps you select the page type and how to design it.
When users arrive at the right type of landing page after the ad click, the chances of them converting is not only a possibility but a reality.