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What is a landing page and its components?

  • July 11 2017
  • Shamsher

In online marketing, a landing page, sometimes known as a "lead capture page" or a "lander", or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on.

[thrive_highlight highlight='#dd3331' text='light']"85.9% of People don’t know what a landing page actually is?[/thrive_highlight]

The landing page usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate.

“In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective. A landing page should be designed, written and developed with one business goal in mind.”

a product landing page example

In other words, landing pages are created to get people to do something (ideally, just one thing). And there are a few primary actions any business might want people to complete on a given landing page.

  • Subscribe to an email list or newsletter.
  • Download a piece of content (like an ebook or free report).
  • Register for a live and/or digital events like webinars or conferences.
  • Purchase an actual product or service being offered.

[thrive_highlight highlight='#75d631' text='dark']"The primary purpose of any landing page is, in fact, lead generation."[/thrive_highlight]

Landing pages are built to grow your email list (and your audience) so that you can promote future products and events to a warm audience, build a community, and grow your business.

Types of Landing Pages

There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages) However leader generation can be divided into  2 parts One is Business Lead Generation to get customer Name, Phone and Email and another is Email Lead Generation which is basically bloggers use to get readers email address to send them newsletters in future.

  1. Click Through Landing Page
  2. Lead Generation Landing Page

Click Through Landing Pages

Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in e-commerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.

A click-through landing page serves as an introduction to your offer. It’s a standalone web page that’s designed to give your prospect all the information they need to decide whether or not to redeem your offer on the following page.

click through landing page

Lead Generation Landing Pages

Lead generation landing 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.

There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:

  • Ebook or whitepaper
  • Webinar registration
  • Consultation for professional services
  • Discount coupon/voucher
  • Contest entry
  • Free trial
  • A physical gift (via direct mail)
  • Notification of a future product launch
lead generation landing page example
High-converting lead gen landing pages take advantage of great imagery, personalized copy, CTAs, white space and more.

Landing pages are an indispensable part of any marketer’s online campaign, and their popularity has consistently increased over time.

Landing pages are very focused in nature, whereas a homepage tends to be cluttered and is a place where users can find all of the information about the company and accomplish many tasks.

[thrive_highlight highlight='#96d668' text='light']Conclusion:[/thrive_highlight] “In marketing terms, a landing page is a distinct page on your website that’s built for one single conversion objective. A landing page should be designed, written and developed with one business goal in mind”


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