Bringing users to your website isn't ideal if they go back to Google three seconds later. If you're having trouble converting leads, then you should review your landing pages.
In this blog, we'll go over the different types of landing pages you can use to get the contact information of your prospects.
Getting to Know the Different Types of Landing Pages
Reference vs. transactional Landing Page Design
A major distinction in regard to landing pages concerns their function. You can either create a page that collects information from users, or asks for an email address in exchange for content.
Although both types are useful, transactional landing pages are better for converting leads. Once you have a prospect's email address, you can slowly build a relationship by sending personalised emails.
Whether you create a reference or transactional landing page, it's important to focus on the benefits of your product, rather than its features. A recent Search Engine Land article explains why:
"Features tell your audience what your product is about. Benefits tell them what your product can do for them. Although features are important — they educate customers about your product’s specifications — they are purely informational. They don’t really persuade users or tell them how their lives will change by buying your product."
The benefits explain what your brand experience is. This is ultimately what it takes for a prospect to give up his contact information.
Email newsletter landing page
You can't underestimate having access to a prospect's personal in box. This shows that he has significant interest in your products.
Email newsletter landing pages are transactional. The goal is to sell prospects on your newsletter by telling them what messages they can expect. Keep the design simple, explain the benefits of your campaign, and you'll attract new subscribers.
Content landing page
Businesses tend to focus solely on their new content and forget about all their old articles. If the quality of your older content is good, then you shouldn't just let them hide on your website.
This is what content landing pages are for. You can organise your past and current content for your website visitors. This includes everything from blogs and info graphics to white papers and ebooks. It's up to you whether it's a reference or transactional landing page.
Social media landing page
It's good if businesses bring subscribers to their website, but it's even better if they bring them to a landing page. To generate more leads, you should create a social media landing page.
A recent Techstory article explains why you need multiple landing pages. According to the article, you need to sell different benefits to different people:
"Don’t try to be all things to all people, and sell to all people; it’s simply not viable. You can create different landing pages for different people, but you can’t have one landing page that will stir all people. You need to understand at least this about the prospects you are targeting"
Your social media followers may not have the same interests as prospects who are looking for content or an email newsletter. Making a landing page specifically for them gives you a better chance at converting those leads.
Click-through landing page
Click-through landing pages can act as a bridge between users and your product pages. The idea is to give prospects bits of data and statistics to engage them to learn more about your product. Making them click through is like a small commitment that will keep them going.
Not all landing pages are the same, in regard to both their function and their content. You should have a multitude of different landing pages for all the users in your target audience. As you can see there are many types of landing pages.
To talk more about the different types of landing pages, or anything else, contact us today.