This is the first post in a series talking about the use of landing pages as part of your internet marketing.
So, we’ll start with the definition: Not every ol’ web page is a landing page. A landing page is a standalone page with only one purpose in life – to get visitors to take a specific action. Unlike your regular website page, a landing page has little to no distractions, usually no navigation menus, no links to other pages or sites that will lead a visitor off the page before they have been able to complete the intended action.
Alternate content, like advertisements, menus and superfluous materials distract visitors from your intended goal. Removing all links on the page so there is only one action, will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate.
There are two elements that are required to make a web page into a landing page:
1. The page must exist with only one goal in mind
2. The page must have a call-to-action (CTA) form or button
There are two further types of landing pages that both follow these rules.
The first is a Squeeze Page:
A squeeze page exists with the sole purpose of getting someone to opt-in to a list with their email address. In short, a squeeze page is used to generate leads.
The landing squeeze page o the right offers the users an email course in exchange for their email address. Bog Genie is using the ‘give to get’ method of building their mailing list. Even after their online course has completed, they will be able to market to those visitors who signed up.
Note that there are no distractions from their conversion goal. This is a very clear example of clean simple landing page design.
The second landing page type is a Sales Page:
A sales page is exactly what it sounds like – a conversion results directly in a sale or account set-up.
Most product pages on e-commerce websites can be considered landing pages. They have a clear goal to convert your visit into a purchase. The information on the page revolves around one product.
In the example to the right, Affilorama wants you to sign up for a their service. Even though it is free, this landing page is still a Sales Page. Once you have filled out the information, you have reached the end of Affilorama’s sales funnel and are now a customer.