Landing Page and its Types and Importance by Dr K V R Satya Kumar

1. Landing Page
Dr K V R Satya Kumar

2. Landing page
• A landing page, sometimes known as a lead capture page, is the page that
appears when a potential customer clicks on an advertisement or a search engine
result link.
• A landing page is a standalone web page in digital marketing, created specifically
for a marketing or advertising campaign. It’s where a visitor “lands” after they
click on a link in an email, or ads from Google, Bing, YouTube, Facebook,
Instagram, Twitter, or similar places on the web.
• Unlike web pages, which typically have many goals and encourage exploration,
landing pages are designed with a single focus or goal, known as a call to action
(or CTA, for short).
• Landing pages can be used for every campaign
• Landing pages work best with Search Engine Marketing & online advertising
• Landing pages are important when you want to provide a single-minded message
& great for increasing campaign effectiveness
• Landing pages are templated so they are easy to develop & cost-effective

3. • It’s the focus that makes landing pages the best option for increasing the
conversion rates of your marketing campaigns and lowering the cost of
acquiring a lead or sale.
• A landing page is any web page that a consumer can land on, but in
the marketing realm, it’s usually a standalone page, distinct from
your homepage or any other page, that serves a single and focused
purpose. A landing page is a follow-up to any promises that you’ve
made in your content. Essentially, it’s the next step toward a visitor
becoming a customer. Your landing page lets you make a trade,
some sort of special offer, piece of information, or a deal, in return for
providing contact information
• Landing pages can be click-through, leading to another page such as your
e-commerce site, or lead generation based. Lead generation landing pages
typically offer items like an eBook, free trial, contest entry, or webinar
registration in return for the submission of contact information. A good
landing page will do its job by convincing a potential customer that it’s
worth it to provide personal details in return in exchange for whatever you
have to offer. Landing pages can be found through a general search or via
your company website, increasing the likelihood that a potential customer
will end up there.

4. Types of Landing Pages
Landing Page vs. Website Homepage
• First of all, some people may wonder why they should bother with landing
pages when the primary objective is to drive visitors to their homepage?
The answer is that, while getting traffic on your home page is undoubtedly a
good thing, it is less likely to result in a conversion than a landing page. Home
pages contain a lot of information and invite users to navigate to a variety of
different locations. If a visitor reaches your homepage with one specific goal in
mind, they might be turned off if they have to look through several different
services and product options first. The homepage’s main objective is to direct
users to other pages where they will find the information they want. Landing
pages eliminate the intermediary step by being the page the user wants - and
stating as much in no uncertain terms.
• Your homepage is general where a landing page is focused and specific.
While the homepage draws visitors further into your website by presenting
all the options your business has to offer, a landing page offers one simple
and clear call to action

5. Amazon Landing Page
Amazon Web Page

6. Lead Generation Landing Page
• A lead-generation or lead-capture landing page is primarily intended
to collect leads by means of a data capture form. These pages are
very versatile but are most often used in the middle of the sales
funnel, at the point where customers are evaluating your offerings
and are on the cusp of moving towards the intent to either convert or
walk away. It presents both a request and a reward simultaneously.
The reward is the specific offer you are promoting in order to capture
leads, and the request is the information you ask for in your form. The
request and the reward should be well balanced. Whatever you are
promoting must be worth the customer offering you their details and
being added to your mailing list.

8. Click-Through Landing Page
• In contrast to the lead-generation
page, which relies on the use of a
form, a click-through page is, by
definition, one that does not
require a form at all. It is a simple
middleman between your advert
and the page to which you
ultimately wish to direct your
customers. It is often used to link
an ad to a shopping cart for
example. It requires only a simple
and short explanation of what the
visitor has found by clicking
through and a bold and
unmistakable call to action with a
link to the final destination.

9. Squeeze Page
• Like a lead-generation page, a squeeze
page is used to collect data. Unlike a lead-
generation page, however, it is generally
employed near the top of the sales funnel
and its only goal is to gather email
addresses to add potential leads to a
general mailing list. They are short, basic
landing pages with bold headlines and
minimal content. A clear call to action
leaves the reader in no doubt as to what
to expect from the click-through. In
addition to the short form, there should
also be both a link to take the reader to
the next step and an exit option if the
visitor does not wish to proceed.

10. Sales Page
• A sales page is often the most difficult to
design. With this page, you are no longer
simply prospecting for leads. It is one that
you would use right at the bottom of the
funnel, and it has to convince people to
buy, which is an entirely different
proposition to a basic request and reward
combination. The creation of the page,
from the copy to the design, requires a
touch of delicacy and a complete
understanding of your customers’ needs
and their position in the sales journey.
You could either sell too hard at this point
and turn your client away, or you could
undersell and lose the sale anyway. This is
where good old-fashioned salesmanship
must be incorporated into your design
and communication tactics

11. Infomercial
• You may think infomercials are a
relic of the 1990s late-night
television advertising, but many
businesses incorporate their sales
techniques very successfully into
their digital strategies, particularly
in the form of specialized landing
pages. Infomercial landing pages
contrast sharply with a squeeze or
lead-generation pages in that,
whereas these two varieties are
characterized by their brevity,
infomercials tell your readers a
long, elaborate story, using copy
that recalls the emotive and
excitable mannerisms of those late-
night sales masters. The aim is to
keep readers scrolling and get
them to commit to a purchase.

12. Splash Page
• Splash pages can be used at any
point in your sales funnel and they
are possibly the most basic type of
landing page. They typically have
very little copy, one or two bold
images, and very simple
communication, usually an
announcement or a simple ‘yes’ or
‘no’ request. They may ask your
reader to verify their age or choose
their language preference before
proceeding to your website. They
are not intended to collect data or
generate leads and serve only to
provide very basic information to
your visitors before they enter your
website.

13. Few Key Elements in Landing Page
There are a few key elements:
─ Content
• Primary message (offer specific)
• Secondary message (value/brand focus)
─ Look & feel
• Simple design that can be turned into a template
• Clear areas for Call To Action buttons/areas
─ Build
• Ensure there are multiple links/buttons and actions
• Try to start the application process on the landing page
• Make sure analytics are included

14. HOW DOES THAT TRANSLATE?
Define Design Develop Deploy Diagnose
What are the
objectives?
What do you
need to be
communicating?
What is the
template look &
feel?
What elements
need to be
updated?
What is the best
way to build this
quickly & ensure
it is updated
easily?
What analytics
code is included?
Where will the
landing pages
live?
What are the
results?
What CTA is
working best?
What landing
page is getting
the best results?