What is a landing page?
A landing page is a conversion-focused web page designed to help visitors progress in the buying journey. It’s different from other web pages in that it’s designed with a single goal or focus (i.e., to convert visitors). It’s this focus that compels visitors to complete a desired conversion action. Visitors typically arrive on a landing page after clicking a link in search engine results, email newsletters, or other digital platforms.
Landing pages should include a clear offer with explicit next steps. This helps visitors quickly assess whether your business has the resources to meet their needs.
Types of landing pages
Landing pages can help you generate leads, build relationships, and drive sales for your business. There are many types of landing pages, including:
- Squeeze landing page. The main goal of a squeeze page is to grow an email list. Visitors are asked to enter their email addresses to access other pages of the website.
- Sales landing page. A sales landing page is useful when selling complex products or services that require extensive information. It makes it easier for the customer to make a buying decision.
- Lead generation landing page. The purpose of a lead generation page is to gather information through a form (containing fields like name, company, email address, etc.).
- Pitch landing page. Businesses that want to accentuate a product’s benefits can use a pitch landing page. Essentially, this landing page lets the product take center stage while the lead form serves as a secondary element inviting people to inquire for more.
Ways to optimize a landing page
Optimizing landing pages can increase your likelihood of converting visitors arriving on your website. There are best practices you can follow to reduce your landing page bounce rate and make visitors engage with your content:
- Use high-quality product images. Your landing page should feature large, dynamic imagery with different angle shots. If it’s a product page, you could also integrate a product zoom feature to enable your customers to get a closer look at the finer details.
- Craft compelling copy. Write clear, concise copy and use words to guide visitors to the action you want them to take. Follow copywriting best practices like using the second-person voice to make visitors feel engaged.
- Add buyer reviews. Displaying customer reviews directly on your website can help you increase trust and sales. Consider displaying video reviews as they’re considered to be more authentic than text-based reviews.
- Offer live chat service. Another way to increase landing page conversions is to clear any confusion a customer has about your product or service. Customers may also seek your support when taking the next steps—live chat makes it easy to prevent them from dropping off midway in the buying journey.
- Offer wish lists. Adding ‘save for later’ or ‘want’ buttons can help your customers remember what they wanted to buy the first time around, increasing the odds that they’ll actually purchase something this time.