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What is a Landing Page? (including types of Landing Pages)

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marketing

What is a Landing Page?

A landing page is a page designed with one very specific goal in mind and everything on the page effectively flows to ensure the user takes that desired action and completes that goal.

The goal could be that you want to make a sale, collect a lead, get an email address etc. The overall goal of a landing page is to get that user to convert. If you can get your landing page to convert highly and correctly then you’re looking at marketing dollars back in your pocket. If you’re spending money per click (PPC) then each click is very important. We specialise in creating landing pages that convert!

When creating a Landing Page it is important to have your goal in mind. 

Let’s take a look at what type of landing pages we can create, based on your goal.

Direct Response Sales Page

Direct response Sales Pages are often used for E-Commerce stores and it’s a very clean and targeted way to sell one of your products directly to a consumer.

What we find with most e-comm store owners is that they want to utilise our service to increase their conversion rates and they are often sending paid traffic to a product page directly on their E-Commerce store.

There are many issues with this, firstly that they are dropped straight into the store and their are many traffic leaks and ways for the user to exit the page – they’ve got different navigation links, links to other products, social media links, contact links etc. This is distracting the user and leading away from the core action of the page, which in this case is “add to cart” or “buy now”, the main goal of the page is the actual sale of the product. It’s our job to ensure that your customers click that link. We do everything possible on your page to make them convert.

In the video you see an extremely high performing page we created for one of our clients “Socket Shelf”. Prior to using our services Socket Shelf had a store where they were selling multiple products and their page was full of distractions, we’ve taken our core design and development principles and applied them to this sales page to get rid of distractions and emphasise the main call to action which in their case is “Order Now”.

It’s our job to take a specific product and build out a direct response sales page on our clients domain and on their platform. These sales pages are built to convert.

Some tips for your sales page include:
– Talk about benefits of the product, not features. People want to know how your product or service can benefit them!
– Use an odd number of bullet points in your copy! Don’t ask us why, but this converts better!
– Provide Social Proof above the fold! (If you’re not sure what social proof is then click here to read our blog on Social Proof)
– Utilise a FAQ (Frequently Asked Questions Section) as to not

If you need a sales page contact greg@landingpageguys.com or liza@landingpageguys.com to start your journey to high conversions!

Sales Funnels

 

Moving onto sales funnels, they have a very similar set up to the sales page however there is more control with the full flow of the whole order process.
W
ith a sales funnel  we have the landing page that sits on the front of things and again this is very tailored to the single goal of a sale. Then following that we also have control over the checkout page and  any potential up-sells or down-sells that go with it and then the confirmation page.

Direct Response Sales Pages are often tagged onto platforms where we don’t usually have that control or where the client has an existing cart check out process in place that is converting and works for them. The Sales Funnel is when we’re taking a product and maybe bringing it online, maybe we’re improving on an existing product, or maybe we’re getting someone set up with our sales funnel from scratch.

If setting someone up from scratch we would integrate into some form of platform or CRM whereby we have control over the whole process. As an example: we wouldn’t have control over the process on Shopify whereas on LimeLight/Sticky.io and WooCommerce we can build the sales funnels and have control over the whole process.

Watch the video above for an in-depth look at Sales Funnels.

Ecommerce Stores

 

E-commerce stores are different to Sales Pages, Sales pages usually lead onto E-commerce stores to minimise distractions, E-commerce stores usually have a bigger focus, they not only need to tell the users about the company, they also need to display the full product offerings and information about the products. There will be effectively more distractions on an e-commerce store but that doesn’t mean we can’t tailor it to conversions and product sales. E-commerce stores can still be conversion orientated but they serve a completely different purpose to a sales page.

Watch the video above from 0:41 seconds for a detailed E-commerce store breakdown.

Single Step Lead Gen

Single Step Lead Gen Pages – what a mouthful, but actually they are very simplistic and it does exactly what it says on the tin. The main goal on this page is to capture a lead – the main difference between a single step and a multi-step lead gen page is what happens on page one. Which we go into more detail in the next section about multi-step lead gen pages.

Firstly when creating a Single Step Lead Gen page. Make sure your page follows the AIDA Principle (Attention, Interest, Desire and Action) – show benefits of the offering, show social proof and repeat your call to action.

To read our blog which includes a detailed explanation of the AIDA principle click here.

Some tips for your single step lead gen page are… keep your form simple with not too many fields and only capture the information that you need.

For some examples of single step lead gen pages watch the video above.

Multi-Step Lead Gen

 

As we’ve discussed, Multi-step Lead Generation pages have the same goal as Single Step Lead Generation Pages (to capture a lead) but what sets them apart?

It’s effectively the form flow. On a single step lead gen page you have all the fields on one form. It could be two or ten fields questions on there, but they all stay on that single form. Multi-step… you’ve guessed it, they have multiple questions/steps. What is proven to work however is a single question per step.

You may want to use multi-step if you have a number of complex questions. This works well as you can get the user in the flow by getting them to answer some easy questions first then moving onto the more complex ones.

Watch the video above for some multi-step lead gen examples.

Advertorials

Advertorials are effectively pre-sells for Landing Pages. Advertorials are an informational way of getting your user warmed up for your offering. They are usually displayed in the format of some kind of news site or article/blog and they provide information to warm people to a product (usually written from a third party prospective). Advertorials often lead onto a sales page.

Please watch the video above for some examples of Advertorials.

Minisites

Minisites or microsites are a more informative landing page. A lot of companies will have their main site and then maybe some tailored landing pages for different campaigns. A mini-site sits in-between whereby it can be informative but not distracting. There is most likely more than one goal on these pages.

Watch co-founder Andy Haskins talk you through a mini site on the video above.

Websites

Websites, a word you are familiar with, you probably go on at least 5 websites a day. Websites are larger, more informative locations for companies to get across the information they need to, websites generally have more than one goal on them.

To hear more about websites, watch to the video above.


We can create any of the pages above, contact us below to get a quote.

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