What is a landing page?

Landing Page
landingpage
A landing page for a particular season.

A landing page is a web page that a visitor can arrive at or “land” on. It is a standalone web page distinct from your main website that has been designed for a single focused objective. Your landing page should have no global navigation/menu to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended goal.

There are 2 basic types of landing page

Click Through
Click Through landing pages have the goal of persuading the visitor to click through to another page. Typically used in ecommerce websites, they can be used to describe a product or give sufficient detail so as to get a visitor’s interest to the point where they are closer to making a purchasing decision. This has a higher conversion rate than landing the user directly on a registration page or in your general shop. This is where the Click Through page comes in, you have gained enough of their interest for them to click for more or to proceed with a purchase.

Lead Generation
Lead Generation pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data. Here some example uses and the items given to the user are listed below:

  • Notification of a future product launch
  • Contest entry Free trial
  • Claim an Ebook
  • Demonstration registration
  • Consultation for professional services or more details
  • Claim Discount coupon/voucher
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