Guest post by Amanda DiSilvestro
Landing pages are always going to be important because it is the first thing your users see. You want to make that good first impression; however landing pages aren’t all about looks. There are quite a few other aspects to the landing page that will impact its effectiveness — things like navigation, optimization and relevancy.
In 2013 understanding the different types of landing pages it going to be more important than ever because the competition is stiffening, and people are going to be expecting relevant results more than ever.
Top 5 Different Types of Landing Pages
It’s first important to understanding what a landing page is, and it isn’t just your homepage. A landing page is the page that someone lands on when they click on one of your ads (whether it be banner, Google result, lick in a guest post, etc.). Therefore, your landing page will change based upon the link or ad that someone is clicking—it has to be specific. You have to set your landing pages for all of these different ways of online advertising to be something relevant to the specific ad.
Below are five of the most popular and most general types of landing pages:
- Click Through. This is the most basic type of landing page and is therefore one that is usually considered first. This landing page has general information about a product—why you should buy the product, when it’s available, etc.—and has a button for a user to press to take him/her to the page where the item can be purchased.
- Viral. These types of landing pages are trying to generate buzz amongst a large group of people, so they are full of social sharing buttons and great content. Websites that typically have a landing page full of blog posts and cool photos and videos are considered viral.
- Lead Capture. There is no exit route when it comes to a lead capture landing page. The company wants someone to come to the page and fill out his/her information so that the company can use this information to send email marketing campaigns, connect with on social media, call with special offers, etc. Below is one example of a lead capture landing page:
- Mobile. Setting up a mobile landing page is all about keeping in mind the small device. You don’t want a ton of little content, but you don’t want an image taking up the entire screen, either. You want to have a colorful and catchy headline with a nice big button that helps users navigate through the site.
- Homepage. Sometimes companies will just link to the homepage, and this isn’t usually a good move. Your homepage is likely full of different options and choices, when in fact someone clicked on a specific link to get something specific. Therefore, you need to be giving them something specific when they arrive. Sometimes the homepage is it, but usually you’ll want to go with one of the above choices.
It’s true that different landing pages look different, but the different types are really all about goals and what the landing pages can accomplish.
How to Know Which Landing Page Is Right for You
When it comes to “types” of landing pages the first thing you need to ask yourself has to do with your goals. What do you want to accomplish when users hit your landing page? How much money are you willing to put into your landing page? It’s all about asking those basic questions first before sitting down to analyze the different options.
In general, the different types of pages work well for different types of companies. For example, if you are an Ecommerce company and aim to sell things online (as opposed to educate or entertain), then it makes sense to have a click through landing page. If you aim to educate, having lots of cool content with the viral type of page makes sense. It’s all about asking yourself those questions and seeing which option works, even if it means taking features of a few different types and coming up with something on your own.
Have you spent some time fixing up your landing page? Which type did you think worked best for your company and why? Let us know your thoughts in the comments below.