
March 29, 2021 • Knowledge
May 22, 2021 • Knowledge
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In the world of Digital Marketing, there are many new marketing concepts that you may not have known before. In this article, you will find a complete explanation of landing pages, how they differ from homepages, types of landing pages, and why landing pages are essential for business. A little to get you more interested in this topic, developing a good landing page can help you to generate more leads and profit.
Let’s discuss in depth all things about Landing Pages one at a time.
A landing page is a standalone web page in digital marketing, made different from other web pages for a more focused needs. The intended goal is usually related to marketing or advertising. Usually, the landing page will be displayed when a user accesses the website through advertisements, either through paid searches on Google or advertisements revealed on social media such as Facebook, Twitter, or Instagram.
As the landing page only focuses on one goal, it can be said to be a tool to follow-up to everything you create on the ad content. Landing Pages are Intermediaries that can convert visitors who come through advertisements to become your customers subsequently. A good landing page will help you convince potential customers to purchase or provide personal information in exchange for getting what you have to offer.
What is the function of a landing page? There are two main parts to landing pages, namely:
With these functions, you can use more than one landing page at the same time. Based on the experience of several digital marketing experts, we recommend you to use more than one Landing Page at the same time where the content of each Leading Page targets different customers especially if you are a big brand which has a wide variety of products and services tailored to a broader target audience.
To further clarify your understanding of what a landing page is and what it looks like, we present some examples of landing pages belonging to several well-known brands. Apart from being an illustration, the landing page examples you can use to design a landing page for your brand.
If you look at it with the naked eye, it’s pretty easy to spot the difference between a landing page and a homepage. However, showing the difference in terms of appearance between the Landing Page and Homepage will not make you understand the concept of why they created landing Pages. The distinction between landing page and Homepage narrows at their functions.
When creating a website, we certainly focus on specific goals to be achieved in the future. The focus is what distinguishes between the Landing Page and the Homepage. If the Homepage is made to explore the menus and features offered by a website, the Landing Page is designed explicitly for advertising campaigns, special offers, or inviting visitors to provide information through a Call-to-Action (CTA) button.
In short, landing pages are designed to convert ads into expected deals. That is why Landing Pages are very effective tool used for Digital Marketing purposes. Therefore, you should also create a Landing Page for business goals if you don’t want your brand to be left behind by potential customers.
For more details, let’s understand the unique features of the Homepage and Landing Page in the following points.
The Homepage has unique characteristics that distinguish it from a landing page, namely:
The Landing Page has characteristics that distinguish it from the Homepage or other pages of the website, namely:
Based on the type, we have divided Landing Pages into two types according to their function. The first is the Lead Generation Landing Page or sometimes also known as the Lead Gen or Lead Capture Page. In comparison, the second one is the Click-Through Landing Page.
Here is the explanation of each Landing Page.
The Lead Generation Landing Page is a Landing Page whose primary function is to collect data from visitors who can become potential customers. Usually, the data collected is in the form of names and emails. The brand will use this personal data in maintaining relationships with potential customers.
Usually, brands will send various product promotion information, discounts, news content, and other information via email provided by visitors. Therefore brands must offer attractive offers for visitors who come so that they are willing to provide their data. In practice, Lead Gen is often used in B2B marketing models and high-cost brand-owned products or services.
In short, Lead Gen is directly related to the Leads function on the Landing Page.
Meanwhile, a Click-Through Landing Page is a landing page whose primary function is to encourage visitors to make transactions on the brand’s website. The unique characteristic of a Click-Through Landing Page that you can easily observe is that it has a simple page display. The page usually only has one Call-To-Action button that says “Buy Now,” “Choose Now,” and the like.
The simple display and minimal navigation can reduce the possibility of visitors moving to other pages. In practice, Click-Through Landing Pages are widely used in B2C or e-commerce marketing models. In short, a Click-Through Landing Page is directly related to the Transaction function on the Landing Page.
Apart from Lead Generation Landing Pages and Click-Through Landing Pages, there are also several types of Landing Pages that you can find. They are Squeeze Page, Sales Page, Infomercial, Splash Page, Viral Landing Page, and Microsite. We will briefly explain the types of landing pages to increase your knowledge.
Squeeze Pages have unique characteristics. Namely, they have a short, clear appearance and minimum content. In addition, we should design the Call-to-Action Button as clearly as possible so that visitors do not hesitate to provide their data. Furthermore, the Squeeze Page must also offer a link that will take the visitor to the next step or the option to leave if the visitor does not want to continue.
Sales page length depends on the number of products or services your brand wants to sell and how many things you need to say to explain the benefits of that product or service to visitors. However, the ultimate goal of a Sales Page is to encourage visitors to press the Call-to-Action button and make a purchase.
Splash pages usually consist of only one or two images, tiny text but have an unmistakable message. Splash Page is not intended to collect visitor data but serves only to provide basic information to visitors before they access your brand website.
That way, visitors who read the content are expected to share the Viral Landing Page page to visitors’ social media accounts. The content on the Viral Landing Page can be in the form of text, images, videos, or even games.
You have worked hard to build a brand and website to achieve your desired business goal, which is to make profit. Of course, you want your hard work to pay off right? Landing Page is a tool that you should use to help achieve this goal.
Landing Page is a form of marketing strategy that is effective in converting incoming visitors into customers. Landing pages can increase visitor traffic, improve SEO performance, and build your brand. But unfortunately, not all brands use landing pages as part of their marketing strategy.
Based on a study conducted by MarketingSherpa, only 68% of B2B companies use landing pages. In the same study, it is also known that 44% of ads belonging to B2B companies point to the brand’s Homepage, not to the Landing Page. The numbers above are pretty low if you look at the benefits of using a Landing Page.
If a landing page is significant and valuable for businesses, why don’t all brands use a landing page? According to HubSpot, there is a kind of stigma that landing pages are complicated to create and maintain. The assumption that landing pages are challenging to create and manage is wrong.
Landing pages invite potential customers to see the products or services offered by the brand and encourage them to make purchase transactions. It is an opportunity for brands to increase sales profits and build customer loyalty. Creating an effective landing page isn’t about getting a good look. It’s about delivering what the prospect is looking for.
So, the adage “Never Start a Marketing Campaign Without a Dedicated Landing Page” is true. Before you know what a good landing page looks like, we outline five reasons why you should use a landing page for business purposes. Here’s the explanation:
Based on a study conducted by EyeviewDigital, Landing Pages containing video content are proven to increase conversions by up to 80%. Not surprisingly, considering the landing page has a specific goal. So a landing page can increase conversions according to the target expected by a company brand, both to collect customer data and drive sales transactions.
Let’s talk facts. Not all users click on ads, whether the ads are displayed through social media or paid search. Users who visit your brand’s landing page have two tendencies. The first is that they are interested in the product or service that your brand offers.
While the second is that they are visitors who are smart enough to access the ads that appear in front of them. So, indirectly you have filtered passive users and visitors who are not interested or even too lazy to visit your brand’s Landing Page. These visitors will be very inconvenient for your business because it makes it difficult for you to map the target audience correctly.
As discussed above, 44% of paid advertisements belonging to B2B companies point to the Homepage, not the Landing Page. Ads with links that point to the landing page will boost the effectiveness of these ads. It would be a shame if a brand has spent so much money to place ads on social media and paid search but is not as effective in increasing conversions as expected.
When creating a landing page, you can put tools such as pixels or site counters to make it easier for you to get insights about visitors who come. Insights help present you with data about visitors, such as the number of visitors, duration of visits, origin of visitors, and many more. Analyzing this data and evaluating the ongoing business strategy to see if it is good enough or needs to be retargeted.
You need to use a landing page to build credibility and awareness of your brand. Unsure how? You can put social proof or testimonials from customers who have bought and feel the benefits of the products or services you sell.
The existence of these testimonials will help you build brand credibility, especially if the products or services that your brand offers are of high quality. In short, as the number of visitors to your landing page increases, people will become more familiar with your brand. This means that landing pages can help you build brand awareness in the eyes of potential customers.
Once you know why you need to use a landing page, you also need to know what a good Landing Page is. Never use the Homepage as a Landing Page. It would be best to design something specific that makes visitors interested in what your brand has to offer for.
A good landing page has several characteristics, namely:
Trust me, showing all the details about your brand will not give an excellent first impression to visitors. We are not saying that you do not need to write down brand information on a landing page at all. Write what is necessary, leave the rest to the Homepage to contain all information about your brand.
Keep the form as short as possible, or if not possible, break it down into steps. For example, a form to fill in your name and email address is in the first step. Followed by other personal information is in the next step.
In other words, it is useless to collect information from visitors with the form if you cannot convert it properly to increase sales transactions.
Landing Pages are tools we use as a digital marketing strategy to achieve the expected business goals. Landing Pages have characteristics that distinguish them from Homepage or other pages on a website. In practice, the landing page has two functions, namely Leads and Transactions.
The Different landing page functions, the different types of landing pages are needed. At the end of the day, using a landing page is highly recommended because it effectively converts visitors who come into customers. Hopefully, this article can answer your questions about Landing Pages and convince you to take advantage of using Landing Pages for business goals.
See you later!
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