10 Types of Landing Pages and Which One to Use for Your Business Goals
When it comes to capturing leads, the "one size fits all" landing page is long dead. Today, with the help of a landing page builder, any marketer and business owner can choose from varying types of landing pages to fit their campaign goals and sales funnel.
There are many business cases where one type of landing page would be much more fitting than another. For example, you might be looking to get subscribers while others want to sell a product right away. By getting familiarized with the most commonly used types of landing pages, you will be equipped to make the best choices for your business needs.
What is a landing page and how does it work?
First, what is a landing page? In simple terms, a landing page is a web page visitors reach after they've clicked a paid search engine result, banner ad, promotional email or link. The purpose of a landing page is to drive conversions which can be attained with clear CTA's such as "free trial," "contact us," and "subscribe."
Compared to other web pages, the main benefit of a landing page is that it includes only relevant information about your offer. Because of this, they're much less averse to "leaks" than other web pages, as visitors are presented with a targeted CTA and don't have the option to navigate to different sections.
Depending on your goals, you can build different landing pages. This will allow you to optimize conversion depending on the intent of each traffic source.
Most common types of landing pages:
01. Lead capture landing page
Lead capture pages are one of the most common types of landing pages. On them, a marketing message is shown about your promotion and an email address is required to receive the offer. Ebooks, whitepapers, guides and webinars are popular assets used on lead capture landing pages.
Pay-per-click (PPC) ads often use lead capture landing pages as their destination point, as they have no exit path other than submitting information - leading to higher conversion rates and better ROI.
As you customize your lead capture landing page template, remember to include strong headlines that explain your offering's benefits. Try to be visual, add CTAs and ask for the exact user information you need (name, email, company name, job title etc.) to qualify the lead.
Company use: Capture leads and build lists for email marketing, newsletters, prospecting and inbound sales.
02. Click-through landing page
A click-through landing page provides detailed information about an offer to persuade the visitor to "click-through" to a transaction or conversion page. These types of landing pages usually serve as a middleman between an ad and your online store, allowing users to get familiar with a service or features without being asked to make a purchase immediately.
Instead, businesses offer free trials, coupons or add value that will make a visitor continue in their buyer's journey by clicking-through to the next stage. You can customize any of these landing page templates with your message and click-through button.
Company use: Elaborate on an offer and get a user to click-through to a purchase page.
03. Splash page
A splash page is there to grab a site visitor's attention as it appears on your screen before arriving at the expected end destination. After all, "to make a splash" means to attract a great deal of attention. Unlike most other types of landing pages, splash pages are not focused on conversion but rather to fulfill a specific goal.
They’re commonly used as an intermediary page to make an announcement, such as to inform about a conference, event or promotion. Other times, a splash landing page is used to ask a visitor's age or language preference and then proceeds to let the visitor enter the site. These pages have little copy, use a background image, and often don’t ask for too much information.
Company use: Set a language preference, enter an age, or make announcements before the visitor enters your site.
04. Squeeze landing page
Sometimes it’s good to be straight to the point and “squeeze” the information you need right out of a visitor. Wait, isn’t that a lead capture landing page? Not exactly. Squeeze pages are typically shorter and smaller and don’t use images or a lot of text. While both types of landing pages have no exit and clear CTAs, squeeze pages are less about educating about an offer and are more about driving transactions.
Also known as an “opt-in page,” they usually offer ebooks and other downloadables. Other common uses of the squeeze landing page format include appointment booking for services such as consultations or open house inspections. Furthermore, this page style is especially popular among those who are just learning how to create a landing page, as they allow for great results with minimal time investment.
Company use: Collect users’ email addresses on a brief and short page in exchange for a free offer.
05. Thank you landing page
We all know that saying "thank you" shows good manners, but when it comes to a thank you landing page, these two simple words can also benefit your lead nurturing efforts. Evidently, this is an interested customer, so don't waste an opportunity to get more engagement from this lead.
Once a customer fills a form or makes a purchase, thank them and then suggest additional offers, products and services to your visitor. Other business ideas for using thank you landing pages include:
Showing social proof
Offering discount code
Linking to your blog
Asking the user to follow you on social media
Company use: Nurture customers or leads with additional offers and strategic content.
6. The long-form sales page
Have you ever watched an infomercial on TV and thought, “I would never buy such a product,” but the longer you listened and the more information you got, you suddenly started to consider making the purchase? Well, one could say long-form sales pages are the online version of an infomercial.
This type of landing page is used in the lowest part of the funnel as you typically ask for payment instead of just an email. Your goal is to pitch your product with convincing testimonials, quotes, videos and CTAs to persuade the visitor to buy. It might require adding a discount code to your long-form sales landing page template to help them make the final commitment, but urgency and good copywriting can also do the trick. Just make sure to add as much important information as possible.
Company use: Close the sale with convincing long-form content that will lead customers to check-out and pay.
07. Unsubscribe landing page
An unsubscribe landing page is a lot like a break-up. And when you really love and cherish someone, you don’t let them go so easily. Similarly, in business, you don’t let a valuable subscriber leave without giving it one more chance for it to work. There is room to be witty on this type of landing page and provide them with a compelling reason to stay.
If users are trying to unsubscribe from your email marketing campaigns, try to keep them by allowing them to customize their email preferences to stay up to date with your brand in a lower capacity or frequency.
For unsubscribe landing pages aimed at users who are canceling a paid subscription, you can showcase your products or services one last time or find an incentive such as a discount to get them to engage with your business again. If they insist on cutting the tie, you can ask them to follow you on social media as a parting gesture.
Company use: A last chance to keep a user interested in your business by adjusting your cadence or giving them an incentive to stay subscribed.
08. Coming soon page
It's never too early to hype up your upcoming product or business launch, and a coming soon landing page is the perfect place to do so. Using a coming soon website template, you can give a sneak peek of the exciting things you're working on without providing a full reveal.
Consider adding a launch date or countdown so that people know when to come back to experience your offering. Most importantly, add a "notify me" email form fill so that you can send them a message with a link back to the landing page once you've hit launch. Furthermore, having a relevant email list before your page is live will set you up for success for future marketing campaigns.
If you’re not launching a new line but rather revamping your site, you can use a website under construction template instead.
Company use: Tease an offer and collect warm leads for an upcoming launch or website update.
09. Product page
Most website homepages allow visitors to navigate and explore several products and offerings. But what if you want a user to see a specific product when they land on your domain? For that, you have product landing pages. Common in retail and tech, this type of landing page will give a complete breakdown of what the product is, how it works, its features and the problems it solves.
To help you decide which products to create product landing pages for, review your website analytics to see which of your products is researched the most and gets the majority of visits. As for the landing page design, we recommend adding many images and rich media to your product landing page template. You know what they say, a photo is worth a thousand words.
Company use: Showcase a strategic product.
10. Event landing page
In this day and age, we're always stretched for time and have a million places to be. Therefore when you're hosting an event, conference or meet-up, people want to know why it's beneficial for them to invest their time and attend. To do so, create an event landing page that includes all relevant details and information, as well as a registration form. You can do this with the help of online scheduling software.
When using the event landing page template, consider adding a countdown to the event date and including videos or photos from past events you’ve hosted. By doing so, you can give people a taste of the event or even create a sense of FOMO (fear of missing out) if they don't sign-up. Additionally, in order to increase your submission rate, ask only for the most important registration information.
Company use: Provide event information, drive more event registration and attendees.
How to choose the best type of landing page
To choose the right type of landing page for your business, you should consider a few factors. First, which goals do you want to achieve? Is it more newsletter subscribers, sales or event sign-ups? Then, ask yourself - who is your audience, and where are they in the buyer's journey? To find this out, think about what you want them to do after they fill a lead form.
Many marketers and business owners use Wix Analytics to understand which previous page or channel the visitor came from. By paying attention to the visitor's source, you can better determine their motivation and intent on your destination page. Meaning, a passive click from an email newsletter vs. an active product Google search can indicate a different motive and hence needs another type of landing page.
Furthermore, it's best practice to research your competitor's landing pages, run A/B tests and utilize a heatmap when making landing page decisions. Using the A/B testing method in conjunction with a heatmap, you can get data on your visitors' behavior on the site, make design changes and increase your overall conversion rate.
By Lena Sernoff
Digital Marketing Expert and Writer