The 6 Styles of Landing Pages...and when to use them

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There are essentially 3 categories of landing pages. The choice of which is largely dependent on the specific strategies and goals of the campaign.

- Standalone Landing Pages: These are typical of specific promotions or specific products or services.

- On-Site Landing Pages: These often include the homepage or service or product pages.

- Microsites: These are typically small, multi-page websites with a single focus and a built in sales funnel.

Each of those categories come in multiple flavors (the 6 Styles)

1 - Squeeze Pages: The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy. An example of lead nurturing might be setting up a series of pre-written emails that would be automatically sent to the consumer over a period of weeks, building up interest and culminating in a sales pitch or special offer.

2 - Infomercial Landing Pages: These come in a couple of different flavors, but you’ve probably seen the ones that resemble the old style sales letter that is mostly text and sensationalism. Just like the classic late night infomercials on TV, they try to verbally make their case as to why you can’t live without their product or service. They typically scroll in perpetuity punctuated only by periodic offers you can opt-in to and thus put yourself out of your pain by succumbing to their offer.

3 - Viral Landing Pages: The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well. It might be a funny video or a game that is somehow branded to your company via a subtle logo or product placement as part of a greater branding campaign.

4 - Microsites: Yes, the Cadillac of landing pages because it requires a bit more commitment. This is essentially a mini website with its own URL and custom design. These are often the destination of choice for larger investments in the form of paid advertising such as Pay-Per-Click, print and TV ads.

5 - Product Specific Landing Pages: This is a very common, but useful type of landing page because it probably already exists. Typically just an existing page on your website that contains all the information on a specific product or service.

6 - Homepage: Typically has the lowest conversion rate because the home page is like the index in a book. It’s the jump-off point for the entire contents of the rest of the site. As such, it is unfocused by nature.

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The book not only covers Landing Page Design, but 11 other essential aspects of Digital Marketing. Visit our website at: www.KreativeWebworks.com

Published in: Design, Technology, Business

The 6 Styles of Landing Pages...and when to use them

  1. 1. The 6 Styles of Landing Pages… and when to use them
  2. 2. The 6 Types of Landing Pages Squeeze Pages Homepage 1 6 Product Specific Pages 2 5 3 4 Microsites Infomercial Landing Pages Viral Landing Pages
  3. 3. Squeeze Pages What is a Squeeze Page? The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy.
  4. 4. Squeeze Page Example Simple & Clever. Great use of colors too
  5. 5. What is an Informational Landing Page? Like a Sales Letter or late night Infomercial production, the objective is to make your case (in long form) as to why the viewer can’t live without your product or service. ©2012 RAM. All rights reserved.
  6. 6. Infomercial Landing Pages A well designed infomercial landing page is so engaging that you find yourself past the point of no return. The consumer eventually invests so much effort into following the narrative that they are on pins and needles just waiting for the offer. Yep… that is one long jpg!
  7. 7. Viral Landing Pages Let someone else do the work The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well.
  8. 8. Viral Landing Pages This is “Incentive based” and doesn’t really cost the company anything. The more people you invite, the sooner you get access. This is called a “Viral Loop”
  9. 9. Viral Landing Pages example Example: Viral Landing Page
  10. 10. Microsites Microsite example Essentially a mini website with its own URL and custom design. Typically focused on a single product or product line. Often the destination of choice for larger investments like paid advertising.
  11. 11. Product Specific Landing Pages One Product… One Message Typically just an existing page on your website that contains all the information on a specific product or service.
  12. 12. Product Specific example Clear imagery showing that the software can run on desktop and mobile Clear call to action with supporting statements to aid conversion Clear typography that highlights the key benefits and two testimonials ©2012 RAM. All rights reserved.
  13. 13. Home Page…The lazy man’s Landing Page Generally it has the lowest conversion rate because of excessive distractions and lack of focus. Can be effective with well designed navigation.
  14. 14. Home Page as a Landing Page This example is almost a micro-site because it is so focused on one service and minimal destinations
  15. 15. Home Page as a Landing Page • • • • The focus is on a single message. The icons and short descriptions attract your attention and are quickly digested. The 5-star review icon and link on the lower right is a good credibility piece. The social icons on the bottom show that they are engaged.
  16. 16. Home Page as a Landing Page This is an actual Home Page to a full site (note all of the navigation on the top) Also note the eye is drawn to the more simple 3-bucket navigation that sends the visitor to their area of interest ©2012 RAM. All rights reserved.
  17. 17. Learn more at www.KreativeWebworks.com

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