Landing pages act as shortcuts that lead visitors straight to the treasure – be it a sale, a signup, or a subscription.
Landing pages act as shortcuts that lead visitors straight to the treasure – be it a sale, a signup, or a subscription.
But not all paths are created equal, and choosing the wrong one might send your precious visitors into the booby traps of the internet, never to return.
Whether you’re here to turn clicks into customers, gather a crowd for your latest product launch, or spread the word about your brand, getting your landing page right is critical.
Below, we’ll give you the ins and outs of the five essential types of landing pages. We’ll discuss when to use each to crank up your digital marketing strategy. As a bonus, we’ll throw in some real-world examples of landing pages that successful brands used to turn browsers into buyers, lookers into bookers, and skeptics into subscribers.
Squeeze Landing Pages
Squeeze landing pages are designed with a straightforward goal: to squeeze an email out of you.
They’re there to greet visitors warmly and politely ask for their names and emails before letting them into the VIP section. It’s all about getting some primary (but key!) information without overwhelming your guest with too much to do or see.
When To Use A Squeeze Landing Page?
The beauty of these pages lies in their simplicity and focus.
They’re perfect when you want to grow your email list, dish out special offers, or keep your audience in the loop with juicy updates.
The trick is to offer something so irresistible that visitors can’t help but hand over their details.
Real-World Example
Take Lemonade, an insurance company shaking up the industry with a fresh twist.
They’ve mastered the art of the squeeze by offering something both valuable and relevant – their transparency reports. In exchange for a simple email, visitors get an inside look at Lemonade’s operation, building trust and curiosity.
For Lemonade, every email is a potential customer to charm with their email marketing magic. It’s a win-win that turns casual browsers into engaged participants, all with the power of a well-crafted squeeze page.
Lead Capture Landing Pages
Think of lead capture pages as the squeeze page’s older, cooler sibling that brings more swag to the game.
Here, you’re not just asking for an email and a name. You’re after more detailed info from your visitors that you can later use to convert them into paying customers.
When To Use A Lead Capture Landing Page?
Lead capture pages are like goldmines when you’ve got something valuable that your audience can’t just scroll past.
Wherever you’re ready to nurture those leads into loyal customers, ask them to fill out a form that goes beyond the basics.
This could be anything from preferences and contact numbers to specific needs and interests. You can later use this info to segment your audience and tailor your follow-up marketing efforts to suit their tastes.
Real-World Example
Take Ultimate Meal Plans, for example. They’ve mastered the art of lead generation. By offering a meal plan generator tool that promises to align with various dietary preferences and goals, they entice prospects to share details about their eating and workout habits.
After filling out their form, their personalized meal plan lands in their inbox. Meanwhile, Ultimate Meal Plans gets a lead with valuable insights, allowing them to whip up perfectly seasoned email marketing campaigns.
Splash Landing Pages
You’re scrolling through social media; you click on an attractive ad, and you’re greeted with a vibrant, welcoming gate to a brand’s universe.
That’s a splash landing page for you. It’s a brand making its first handshake with a targeted visitor. Its mission is to introduce itself and highlight a solution that aligns with what the visitor might be hunting for.
The significance of splash pages can’t be overstated. They’re the ambassadors of first impressions, designed to give you a taste of what the brand is cooking. Whether it’s their philosophy, a groundbreaking product, or an unbeatable service, it’s all about getting you intrigued and wanting more.
When To Use A Splash Landing Page?
Timing is everything with splash pages. Use them to make a grand entrance from external sources like social media or ads.
They’re perfect for funneling that initial curiosity towards more concrete actions, like exploring products, signing up for newsletters, or starting a free trial.
Real-World Example
Mailchimp, the email marketing maestro, has this down to an art. Their splash landing page is a crystal-clear window into their world.
It’s engaging, informative, and devoid of fluff. They lay out exactly what they offer and the problems they solve, adding a few trust signals to showcase their prowess.
With multiple CTAs, Mailchimp skillfully guides visitors deeper into their site, whether to peek at pricing, chat with sales, or dive into a free trial. It’s an exemplary use of a splash page that woos visitors into wanting more.
Click-Through Landing Pages
These pages are informative tunnels that guide visitors through the nitty-gritty of a product or offer, then smoothly transition them to where they can purchase.
It’s all about providing enough tantalizing details to turn curiosity into action without any detours.
The beauty of click-through pages lies in their simplicity and focus. They cut through the noise, offering a clear path from learning to buying. This direct approach is essential for products or services requiring some explanation to appreciate their total value.
When To Use A Click-Through Landing Page?
Use it whenever you’re running a marketing campaign that aims to close the deal.
These pages are stars in the conversion universe, especially for ecommerce sites, SaaS subscriptions, or any scenario where an immediate purchase is the end goal.
They’re about getting down to business, moving visitors swiftly from investment interest.
Real-World Example
ShopSolar, which sells solar power kits, is excellent in this regard. In their Patriot Power Generator 2000X generator review, they take an educational approach. They lay out all you need to know about the product, illuminating the benefits and features.
Links embedded within these rich descriptions whisk you away to product pages, making the journey from intrigued reader to satisfied buyer as seamless as the transition from day to night.
Product Category Landing Pages
These pages are curated galleries where shoppers can dive deep into a sea of products under a specific category.
Let’s say that you’re interested in a specific product line. When you land on a product category page, you get an overview of all the products that fall into that category. At the same time, you’re introduced to their contents, benefits, prices, and appearance.
The magic of these pages lies in their ability to organize and showcase products in a way that makes browsing a breeze. They’re essential because they help customers make informed decisions without feeling overwhelmed.
When To Use A Product Category Landing Page?
These pages are the backbone of any ecommerce site, bridging curiosity and the checkout button.
Deploy them when you have a range of products within the category you want to highlight.
They’re perfect for guiding the customer journey, from initial interest to the final purchase, especially when you want to showcase the breadth and depth of your offers.
Real-World Example
Digestive Warrior, a champion of digestive health supplements, nails this approach. Their DesBio product category page is a masterclass in clarity and ease.
It starts with an overview of the category, setting the stage for what’s to come. Then, it elegantly lists all related products, making it easy for prospects to understand their options and start filling their carts.
This seamless integration of information and shopping functionality exemplifies using product category pages to turn interest into action.
Your Turn
Choosing the right landing pages for your website is the key to unlocking your audience’s engagement and loyalty.
Pick wisely, craft carefully, and analyze how your digital footprint impacts the visitors who interact with your brand online.
No Comments