The simplest definition of landing page It is any web page to which a visitor can arrive or "land" as the English word indicates.
However, when it comes to landing pages in the field of digital marketing And advertising, it is more common to refer to a separate and different page from the main one on your website that has been designed for a single purpose.
The main reason landing pages are created is to limit the options available to visitors and guide them towards the conversion goal.
Landing page types
There are two basic types of landing page, "click here" or "data generation".
Landing page "Click here"
As the name implies, this type of landing page aims to persuade visitors to click and go to another page. They are commonly used by electronic shops to describe a product or detail an offer and generate a reaction from the potential buyer.
Many pages make the mistake of directing traffic to the shopping cart or registration page, which translates to a low conversion rate because the visitor has not seen enough information to make a decision, so they decide to close the page.
This is where "click here" does its job. Once the person has read more details about a product or an offer, they will be able to click the button and go to the shopping cart or the registration page and the probability of increasing the conversion rate is much higher.
Landing page of "data generation"
These pages are mainly used to obtain user data, such as name and email address.
The sole purpose of this type of landing page is to collect information that will allow the company to stay in contact with the potential client. Therefore, it must contain a form and a description of what the person gets in return.
As such, it is a capture page that will contain a form, along with a description of what you are going to get in exchange for submitting your personal details.
What is a landing page for?
As we have commented previously, a landing page is used a lot in electronic commerce, however, there are also other types of pages that use this resource to increase the conversion rate, such as:
- Registrations for webinars
- Consultation for professional services
- Coupon or discount vouchers
- Entries in contests
- Free trials
- Notifications of future product launch
It is important to know that the size and level of personal data requested can have a direct impact on the conversion. Ideally, ask for the minimum information about your potential customers. For example, if you only want to contact them via email, do not ask for the phone number or other personal information.