As a digital marketing professional, you understand that email marketing is only one part of a larger puzzle. For your email marketing efforts to pay off, your email subscribers need to be directed somewhere, so that certain actions can be taken.
That’s where your website’s landing pages come into play. Read on to discover the importance of landing pages, as well as how they work alongside email marketing to net you the desired results.
Guide to landing pages: what purpose do these pages serve?
A landing page is a specific web page on your website that your subscribers are directed to via various sales/marketing tactics. This can be through an email CTA or even a social media post. A landing page is different from a typical webpage because it serves a particular purpose.
For example, many of our emails and blog CTAs take leads to our request for a live demo landing page.
Source: Campaign Monitor
This page serves a single purpose: requesting a live demo of Campaign Monitor and the services available to marketing professionals. Those interested simply fill out the form and then click the “submit” CTA to get started.
So, while landing pages have a focused directive, they serve a critical role in your overall marketing strategy: to convert website visitors into new leads. If implemented correctly, a well-designed landing page is almost guaranteed to get you the conversions you’re looking for.
Your guide to different types of landing pages
Marketers understand that each offer or promotion requires its own landing page to get the attention it deserves. In fact, studies have shown that companies that increase their number of landing pages from 10 to 15 see an average increase in leads of 55%.
However, many individuals don’t understand that several different types of landing pages can and should be utilized, depending on the type of campaign being run. This has led to 48% of landing pages containing multiple offers, which can drastically decrease the overall conversion rate by up to 266%
That’s why it’s crucial to have the right landing page for each of your campaigns. Not every landing page will be a product detail page, and research shows that other landing pages typically perform better than a typical product detail page.
Source: Marketing Charts
It’s essential to consider adding a variety of different landing pages to your digital marketing strategy, and we’ve provided some information on the most popular landing pages used by marketing teams today.
Lead capture page
A lead capture page is a landing page designed to encourage website viewers to leave their personal information in exchange for a good or service. Typically, marketers begin by sending an email to new subscribers that outlines various perks of their subscription. From there, users are encouraged to click on a CTA that brings them to a landing page where they’ll fill out a form to gain access to something.
The MarketingProfs team does a good job of this. Their welcome email currently includes a link to an “exclusive look” at Nancy Harhut’s MarketingProfs B2b Forum presentation. If you click on that lead capture CTA in the email, you’re taken to the first landing page, which delivers the promised material. From there, you’re encouraged to sign up for the 2020 forum and are then asked for more information on landing page 2.
Source: Gmail/MarketingProfs Landing Page 1/MarketingProfs Landing Page 2
Sales page
Sales pages, while some of the most relevant landing pages in your digital marketing arsenal, are the ones that are the most commonly misused.
Some of the most effective sales landing pages are longer in nature and can generate up to 220% more leads than landing pages with above-the-fold CTAs. However, what works for some may not work for all, so you should always be A/B testing your landing pages before making them live for all.
In this example, the sales page is broken up into different sections, providing viewers with options to review before making their final decision.
Source: Living Language via Instapage
Click-through page
Click-through landing pages are great when you’re working with a new prospect and want to warm them up to an offer. Remember the example above by MarketingProfs? That’s an excellent example of a click-through landing page because it moves the prospect from the welcome email to the initial landing page, and then to an exclusive offer landing page for the 2020 Forum.
Another great way to incorporate a click-through landing page is by using free trial offers or with a “get a quote” CTA. This encourages your consumers to click through and gives you some information to move forward with the process of learning more or getting access to the free trial.
Source: Nationwide
Splash page
Splash pages are typically used to inform your visitor or something prior to giving them access to another landing page or blog post. This doesn’t usually ask your visitors for any information and acts more like a welcome page of sorts. Other types of splash pages could include short, quick forms to enable you to gather vital user data.
Source: Forbes via Instapage
Squeeze page
Squeeze pages are designed to capture a prospect’s email address to grow a brand’s email list. These pages often pop up while you’re scrolling through a website or article, and they often ask you to sign up for the brand’s newsletter to stay in the loop without having to search the brand later.
For example, GQ includes a squeeze on its homepage. It appears as the visitor scrolls through the homepage material and encourages them to sign up to stay on top of the GQ trending stories.
Source: GQ
Other examples of squeeze pages are those that pop up after you’ve visited a website so many times, and they require you to sign up before you can view any other content.
Source: The Business Times
Guide to landing pages: design best practices
Just like any other marketing material, knowing design best practices for landing pages is an absolute must. There are many different design best practices out here; however, when it comes to landing pages, these are some of the most vital practices to keep in mind:
- Put your audience first by designing with them in mind. That means designing for the skimmers, including images and videos, to help break up large blocks of text and making your CTAs easily identifiable and actionable.
- Consider your own goals during the design phase. You can’t neglect your marketing goals, or else these landing pages won’t serve your brand in any way. What purpose does each page serve? What solutions will it help provide your audience members? What’s the best way to encourage action on each page?
- Focus primarily on the benefit for your audience members. What pain points are you addressing? How’s this page/product/service going to make their lives easier/better? Don’t focus heavily on the specific features. Instead, outline how this is going to address the problem they’re seeking answers to.
- Be as specific as you can, or else risk confusing your prospects. This is particularly important if you have multiple offers running at the same time. Remember, you want to have a landing page for each of your active campaigns. That way, there’s little chance of confusion for those clicking on links for a specific product, deal, or campaign.
- Always run an A/B test before letting your page go live. What works for one campaign may not work for the next, so make sure you’re taking adequate time to test your landing pages for limited periods of time and track your results to see which one gets you the best results. Whichever variation wins is the one you should put up permanently.
Landing pages and email marketing work together when done correctly.
While some may believe that landing pages are strictly related to your online presence and digital marketing strategy, remember that your marketing strategy is made up of multiple puzzle pieces. Once you’ve got your landing page ready to go, you can start including them into your email marketing strategy.
For example, MacPaw does a wonderful job of creating a sales landing page that they incorporate into their holiday sales email campaign. Instead of laying out all the options for consumers, they include a 30% off CTA, and should the consumer be interested in the offer; they can click through to the sales landing page to see all the available offers.
Source: Really Good Emails/MacPaw
Wrap up
Landing pages play a vital role in your digital marketing strategy, and it’s essential to understand that not every landing page is created equally. That’s why this guide to landing pages focused heavily on the varying types of landing pages that should be incorporated into your marketing strategy:
- Squeeze pages
- Sales pages
- Lead capture pages
- Splash pages
- Click-through pages
Ready to see what Campaign Monitor can do for you? Then request your live demo today.
80 comments
For most recent information you have to pay a quick visit world-wide-web and on the web I found this web site
as a finest site for latest updates.
Hmm is anyone else having problems with the pictures on this blog loading?
I’m trying to find out if its a problem on my end or if
it’s the blog. Any responses would be greatly appreciated.
Good day! This is kind of off topic but I need some guidance from an established blog.
Is it very hard to set up your own blog? I’m not very
techincal but I can figure things out pretty
fast. I’m thinking about creating my own but I’m not sure where to start.
Do you have any tips or suggestions? Thanks
Have a look at my website: frun-test.sakura.ne.jp
I like this web site very much so much wonderful information.
My homepage :: http://clubriders.men/viewtopic.php?id=460993
WOW just what I was searching for. Came here by searching for skilled drug crime
Here is my web blog anapa-alrosa.com.ru
Good – I should definitely pronounce, impressed with
your site.I had noo trouble navigtating through all tabs as well as related information ended up being truly simple to do to access.
I recently found what I hoped for before yyou know itt at all.
Quite unusual. Is likely to appreciate itt for thode whho add forums or something, wweb
site ttheme . a tones way for yur client to communicate.
Nice task..
I’m now not certain the place you’re getting your information, however great topic.
I needs to spend some time finding out more or working out more.
Thanks for excellent information I was searching for this info for my
mission.
Also visit my blog: i1 epicwin
I’m truly enjoying the design and layout of your website.
It’s a very easy on the eyes which makes it much more enjoyable for me to
come here and visit more often. Did you hire out
a designer to create your theme? Superb work!
Here is my site :: i1 rollex11
Spot on with this write-up, I actually believe this site needs far more attention. I’ll probably be returning to read
through more, thanks for the advice!
Also visit my website; lionking888 slot game list – Phyllis –
Hi there! This post could not be written any better! Reading through this post
reminds me of my previous room mate! He always kept talking about this.
I will forward this page to him. Fairly certain he will have a good read.
Thanks for sharing!
Check out my blog – Live22 casino apk (xe88-My.Com)
Hello to all, how is the whole thing, I think every one is getting more from this
site, and your views are pleasant in favor of new people.
Also visit my page: http://frun-test.sakura.ne.jp/
I’m curious to find out what blog system you are utilizing?
I’m experiencing some small security problems with my latest site and I’d like to find something more safeguarded.
Do you have any solutions?
Here is my site … Tri-Bol Testo Review
I went over this site and I conceive you have a lot of good information, saved
to bookmarks (:.
Also visit my site; Madge
hey there and thank you for your information ?
I have certainly picked up something new from right here.
I did however expertise some technical issues using this site,
since I experienced to reload the web site lots of times previous to I could get it to
load properly. I had been wondering if your hosting is OK?
Not that I’m complaining, but sluggish loading instances times will
very frequently affect your placement in google and can damage your
high quality score if ads and marketing with
Adwords. Anyway I’m adding this RSS to my e-mail and can look
out for much more of your respective fascinating
content. Ensure that you update this again soon.
Also visit my webpage Felipa
Hello, i feel that i saw you visited my site thus i came to
go back the choose?.I am trying to find issues to enhance my website!I suppose
its adequate to use some of your ideas!!
my web-site: Phincat Weight Loss
I enjoy your writing style genuinely enjoying this site.
Feel free to surf to my blog post; Phincat Weight Loss
It’s an awesome piece of writing for all the online people;
they will obtain benefit from it I am sure.
Do you have a spam problem on this site; I also am a blogger, and I was wondering your situation; many of us have
developed some nice methods and we are looking to swap strategies with others,
please shoot me an email if interested.
Normally I don’t read article on blogs, but I would like to say that this write-up very compelled me
to try and do it! Your writing style has
been amazed me. Thanks, very nice post.
Hey there would you mind letting me know
which hosting company you’re utilizing? I’ve loaded your blog in 3
completely different internet browsers and I must say this blog
loads a lot quicker then most. Can you suggest a good web hosting provider at a fair price?
Kudos, I appreciate it!
You really make it appear so easy along with your presentation but I find this topic to be actually one thing which I feel I’d by no means understand.
It kind of feels too complex and extremely large for me.
I’m taking a look ahead to your subsequent put up, I will try to get the grasp of it!
Yesterday, while I was at work, my sister stole my iPad and tested to see if
it can survive a 30 foot drop, just so she can be a youtube sensation. My iPad is now broken and she
has 83 views. I know this is entirely off topic but I had to share it with someone!
bookmarked!!, I love your blog!
If some one desires expert view about blogging after that i propose him/her to pay a visit this website,
Keep up the fastidious work.
Hello, i read your blog occasionally and i own a similar
one and i was just wondering if you get a lot of spam feedback?
If so how do you reduce it, any plugin or anything you can suggest?
I get so much lately it’s driving me mad so any help is very much appreciated.
Hello to all, the contents existing at this site are really amazing for people knowledge, well,
keep up the good work fellows.
I am regular reader, how are you everybody?
This article posted at this website is genuinely fastidious.
quest bars http://j.mp/3jZgEA2 quest bars
Yes! Finally someone writes about a. scoliosis surgery
https://0401mm.tumblr.com/ scoliosis surgery
When someone writes an article he/she retains the image of a user in his/her mind that how a user can know it.
Therefore that’s why this paragraph is perfect.
Thanks! cheap flights http://1704milesapart.tumblr.com/ cheap flights
This excellent website really has all of the information I needed concerning this subject and didn’t
know who to ask. asmr https://app.gumroad.com/asmr2021/p/best-asmr-online asmr
I blog quite often and I genuinely thank you
for your content. This article has truly peaked my interest.
I’m going to book mark your blog and keep checking for new
details about once a week. I subscribed to your RSS
feed too. ps4 https://bitly.com/3z5HwTp ps4
Howdy! I’m at work browsing your blog from my new iphone 3gs!
Just wanted to say I love reading through your blog and look forward
to all your posts! Carry on the excellent work! quest bars https://www.iherb.com/search?kw=quest%20bars quest bars
Do you have a spam problem on this website; I also
am a blogger, and I was wanting to know your situation;
many of us have developed some nice practices and we are looking to trade
strategies with others, please shoot me an e-mail if interested.
scoliosis surgery https://coub.com/stories/962966-scoliosis-surgery scoliosis
surgery
You are happy to find russian translation services with 20 years of practice. Here you will find russian translator for ordering all types of english russian translation: pdf translator russian to english, old russian language translator, document translation from russian to english, translation of scientific works and books, anything you are searching for!
Our english to russian translation services are provided by the best philologists, 100+ translators just really experienced people, 100% human human work. Best price for the professional russian translation services!
If you usе russian translator to english online automaticly there is always a risk to get invalid text. If you need old russian translator we will scrupulously perform such a task. Great experience of word processing allow us to translate russian writing to english accurate and fast without sacrificing meaning.
Official english to russian document translation is our specialization, for official institutions and apostille also. We can translate pdf russian to english on any topic and confidentially.
Don’t ask on the internet for nearest russian document translation service, everything is online now! Our english to russian language translator works fast, 300+ customers and 50+ industries! ISO compliant, 24/7 available.
english to russian translation service: russian to english translation services
Have you ever thought about writing an ebook or guest authoring on other blogs?
I have a blog based on the same subjects you discuss and would love to have you share some stories/information. I
know my readers would value your work. If you’re even remotely interested,
feel free to shoot me an e-mail.
Heya i’m for the primary time here. I came across this
board and I to find It truly helpful & it helped me out a lot.
I hope to present one thing back and aid others such as you helped
me.
Vendite Kamagra Dzanqf hydroxychloroquine sulfate
Awesome! This article is exactly what I am hoping to find!
Wow, this paragraph is fastidious, my sister is analyzing such things, thus I am going to convey her.
I must thank you for the efforts you have put in writing
this site. I really hope to see the same high-grade blog posts by you in the future as
well. In truth, your creative writing abilities has encouraged me to get my
own, personal blog now 😉
Hmm it seems like your site ate my first comment (it was extremely long) so I guess I’ll just sum
it up what I submitted and say, I’m thoroughly
enjoying your blog. I too am an aspiring blog writer
but I’m still new to the whole thing. Do you have any tips
for rookie blog writers? I’d genuinely appreciate
it.
It’s impressive that you are getting ideas from this post as well as from our dialogue made at
this place.
tadalafil daily use tadalafil sublingual
I have been exploring for a little for any high-quality articles or weblog
posts in this kind of house . Exploring in Yahoo I finally stumbled upon this website.
Reading this info So i am glad to exhibit that I have an incredibly excellent uncanny feeling I came upon just what I needed.
I so much surely will make certain to do not overlook this site and give it a look on a relentless basis.
Heya! I’m at work surfing around your blog from my new iphone!
Just wanted to say I love reading through your blog and look forward to all your posts!
Carry on the great work!
I’m gone to convey my little brother, that he should also pay a
visit this webpage on regular basis to obtain updated from most up-to-date reports.
stromectol order online ivermectin cost canada
stromectol price ivermectin 5 mg
ivermectin brand where to buy ivermectin
ivermectin 200 ivermectin 1
I read this piece of writing fully about the difference of latest
and earlier technologies, it’s remarkable article.
Amazing! Its actually amazing article, I have got much
clear idea about from this piece of writing.
I think the admin of this web page is actually working hard in favor of his web page,
since here every information is quality based data.
I have been surfing on-line greater than 3 hours as of
late, but I by no means found any attention-grabbing
article like yours. It’s beautiful value sufficient for me.
Personally, if all site owners and bloggers made just right content as you
probably did, the net will probably be a lot more useful than ever before.
100mg cialis tadalafil best price tadalafil
canadian online pharmacies legitimate overseas online pharmacy no prescription
cost of 100mg sildenafil buy sildenafil online usa
cialis 10mg generic best price for cialis
comparison of 10 mg cialis price price of cialis at walmart
vipps canadian online pharmacies pharmacy technician study guide online
sams club pharmacy canadian pharmacy androgel
rx express pharmacy FML Forte
Hi, yes this post is really nice and I have learned lot of things from it
about blogging. thanks.
Nice blog right here! Also your site a lot up very
fast! What web host are you the usage of? Can I am getting your affiliate link on your host?
I desire my website loaded up as fast as yours lol
What a data of un-ambiguity and preserveness of precious knowledge on the topic of unexpected feelings.
When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a
comment is added I get four e-mails with the same comment.
Is there any way you can remove me from that service?
Bless you!
reputable mexican pharmacies online
online prescriptions without a doctor
approved canadian online pharmacies
best online canadian pharmacy review
chxu9
x5a1e
mr4s
albuterol inhaler albuterol inhaler dosage
cialis sydney cialis usa where to buy viagra in melbourne how to get viagra in melbourne
male viagra pill walmart
sildenafil interactions
diltiazem strengths diltiazem for sale diltiazem cream over the counter when to take diltiazem morning or night
buy cialis sydney viagra doesnt work do i need a prescription for viagra how much is viagra australia
kamagra naturel pasteque acheter du kamagra en pharmacie mieux que le kamagra le gombo forum ou acheter du kamagra sur internet
is cenforce safe generic cenforce cenforce 50 mg tablet buy sildenafil 200mg