Different types of landing pages
- Squeeze page
- Lead capture page
- Splash Page
- Long-Form Landing Page
- 404 error pages
- Unsubscribe/Cancel page
- Thank you page
Landing Page Optimization
Your website’s main work is to get the audience to take action and convert into your clients or customers. For your visitors to convert, you need landing page optimization.
Following are the concepts we will cover:
- What is a landing page?
- Different types of landing pages
- Best landing page practices
- Best landing page builders
Let us dive in.
A landing page (LP) is a page on your website that is present to get your visitors to take the action you want them to take.
The desired action from the visitors usually includes an email address, a sign-up for something or some event, contact info, or even making a purchase. They may appear on specific actions your visitors took like clicking on an ad or downloading something.
Different types of landing pages
Various landing pages are depending on their purpose. Here are some most common landing pages.
Squeeze page
A squeeze page is made to get visitor’s email addresses. It generally comes with an offer for content delivery like ebooks, checklists, white paper, or just your newsletter. In most cases, a squeeze page is a simple pop-up.
Lead capture page
It is similar to a squeeze page but with two main points of difference.
- Visitors who have shown interest can see it, or
- It has something to offer
- Therefore, apart from an email address, it asks for more information like contact number, company size, industry, title, etc. Remember, don’t ask them for too many details. Keeping it less will bring in more leads.
Splash Page
Splash LP either makes an offer to the visitor or redirects them to a targeted offer by segmenting them. They are easily recognizable because you won’t be able to go to any other part of the website unless you interact with the splash page. SEO pages help in conversions, although they may not be ideal for your SEO.
Long-Form Landing Page
If you have an offer on something you want to sell like a service or a course, then long-form landing pages may be a good choice. Because then, your offer may be:
- High-ticket
- High-risk
- Long-term commitment
- Complicated
Long-form landing pages are used when you know people might want to know more about the offer you are making. Therefore, most long-form keywords have pointers and sections that describe the benefits, features, testimonials, and multiple CTAs.
404 error pages
If your reader comes to a blank 404 error page, they will most likely bounce back, and it can harm your SEO. To avoid it it is important to have a 404 error page that redirects the visitors to a page they might be interested in.
Unsubscribe/Cancel page
Unsubscribing or canceling landing pages is a crucial landing page. It is hard to get even a single subscriber, and when they want to unsubscribe, this gives you a chance to retain them or at least understand why they were dissatisfied.
On your unsubscribe/cancel landing page, you may include the thing your unsubscribe will miss out on, or you can make another offer.
Thank you page
So, a thank you page allows you to offer your customers upgraded content or upselling and get one last opportunity to retain them.
Landing page best practices
Once you know which page you will keep on your website, it is time to think about its appearance. Best practices may vary depending upon the page you wish to build. Here are general guidelines for better conversion rates.
Provide a clear call to action (CTA)
The main purpose of your LP is to convince people to take some action, therefore, a clear CTA is essential. Keep your CTA in brighter and more noticeable color than the rest of your text.
Show how it works
If you have a service or product to sell, show on your LP how it works.
Minimize distraction
Keep your design subtle, clean and simple. Remove unnecessary navigation links from the landing page.
Provide benefit/ avoid plan
Make it mobile-friendly
Your LP should be both desktop and mobile-friendly. It will improve your conversions and your SEO.
Maintain consistent messaging/branding
Keep the branding the same throughout the landing page. It includes your brand’s colors, tone of voice, offers, and much more.
A/B testing Landing Pages
The landing Page Optimization impacts conversions so, once your landing page is ready, it is now time to do A/B testing. So, how do we test it?
Let’s understand it.
Collect data
The first step is to collect data about your existing version. If you followed the steps mentioned earlier, your landing page must be strong. To collect data, start tracking your conversions by setting up analytics. For tracking, you can use tools like Google Analytics. Once you have tracking data, you can use a heatmap that will show you the places where people are stopping from making purchases or scrolling.
Create a version
Once you have all the data, ponder upon these questions:
- What are people looking at before leaving?
- Is there any complaints?
- Are they missing something?
- Is there anything avoidable?
When you have data from this, change just one of the above things and give it some time to produce results. Once you know what works better, you can repeat the process.
Popular landing page builders
Once you have all the information about the landing page, let us discuss a fundamental question, How to build a landing page? Below are the few best builders. You can build one easily using pre-built templates without the need to code it can be tested through A/B testing using these tools.
Instapage
It is a post-click builder with an easy-to-use interface. You can collaborate with your team to discuss the specifics of your landing page. Instapage is easy for users who want a personalized landing page. It has more than 500 pre-built templates and interfaces that allow you to do A/B testing.
Unbounce
It is another great LP
builder that requires zero coding and is very user-friendly. You will get a variety of elements with the drag and drop feature. By using the WordPress plugin, you can publish your landing page on your domain. This landing page builder also comes with A/B testing tools.
Leadpages
Leadpages is an ideal landing page builder for freelancers and small businesses because of its affordability. It lacks other helpful features from previously mentioned builders, but it has a drag and drops editor. It is good if you are just getting started with the landing pages.
Get started with your landing page
Now that you have all the information about the landing pages, try making one today. Landing pages are an effective way to increase leads and conversions and provide a good customer experience. There is always something more to learn about it but, the best way to learn is by starting and running tests.