A landing page is any web page that a visitor can arrive at or “land” on. When discussing landing pages within the realm of marketing or advertising objectives, it’s more common to refer to it as being a standalone web page, distinct from your main website that has been designed for a single focused objective. The ideal landing page should have no navigation to tie it to your main website. The reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
Types of Landing Pages There are 2 basic types of landing page – Click Through and Lead Generation.
Click Through Landing Pages
Click through landing pages have the goal of convincing the visitor to click through to another page. They can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision. A common mistake is to direct inbound visitors to a shopping cart or registration page. This leads to poor conversions as the ad doesn’t provide sufficient information for someone to make an informed decision.
Lead Generation Landing Pages
Lead generation pages are used to capture specific user data, such as a name and email address. The purpose of the page is to collect information that will allow you to market to and connect with the prospect at a convenient time. A lead capture page will typically contain a form along with a description of what you’ll get in return for submitting your personal data.