It’s first important to understanding what a landing page is, and it isn’t just your homepage. A landing page is the page that someone lands on when they click on one of your ads (whether it be banner, Google result, lick in a guest post, etc.). let’s look at the common types of landing pages that businesses create.
1. Click Through
Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. This landing page has general information about a product—why you should buy the product, when it’s available,
etc.—and has a button for a user to press to take him/her to the page where the item can be purchased.
2. Lead Generation Opt-Ins
Often referred to as Squeeze pages are created specifically to increase business leads and mailing list subscriptions. Usually they offer the subscriber something in exchange for submission of the lead form like an exclusive discount, free eBook, whitepaper, report, or other valuable item.
Companies that try to create viral buzz are usually doing so in order to build brand awareness, so they are full of social sharing buttons and great content. Websites that typically have a landing page full of blog posts and cool photos and videos are considered viral.
The goal of an infomercial landing page is to get a visitor absorbed into reading of lots of excitable language. As the user reads further down the page, they get sucked deeper into the sales message. Such pages can convince people to buy anything even if the offer sounds too good to be true. The main objective for advertisers is to try and keep the web user on the infomercial page. The longer they keep them on, the more likely the web user is in buying that product/service.
5. Product & Service Sales Pages
Got a new or popular product or service you want to highlight? A landing page dedicated to it is the perfect choice. You can make a single landing page that focuses on a product or service, or make multiple landing pages that target specific types of people, explaining how your product or service can work for them. They could wander off and buy something else, which is all good and well, but it creates mixed messages for tracking purposes as it could show up as a non-converting customer – assuming that your success metric is the purchase of the original landing page item.
6. Homepage as a Landing Page
Sometimes visitors will just arrives to the homepage. They have so many options that they are far less likely to stay on your intended pathway, and as such, you have no information as to why they have abandoned the conversion path. Therefore, you need to be giving them something specific when they arrive. Sometimes the homepage is it, but usually you’ll want to go with one of the above choices.