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Landing Page Designing -
In the purest sense, a landing page is any web page
that a visitor can arrive at or “land” on. However, when discussing landing
pages within the realm of marketing and advertising, it’s more common to refer
to a landing page as being a standalone web page distinct from your main
website that has been designed for a single focused objective.
This means that your landing page should have no
global navigation to tie it 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 conversion goal.
Types of Landing Pages: 1. Click Through Landing
Pages, 2. Lead Generation Landing Pages
1. 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 ecommerce 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.
All too often, inbound advertising traffic is
directed at shopping cart or registration pages. This leads to poor conversions
as the ad doesn’t provide sufficient information for someone to make an
informed decision.
This is where the click through page comes in. As a
result, the destination page from a click through page is typically the
shopping cart or registration page – now with a much higher chance of
conversion having passed through the details of the landing page.
2. 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.