5 Types of Landing Pages and When to Use Them
Landing pages are specific web pages designed for a single, focused purpose, often related to marketing and lead generation.
This article aims to provide a comprehensive guide to different types of landing pages, their purposes, and how to effectively use them in various marketing campaigns.
Types Of Landing Pages
Landing pages are like different tools for different jobs in online marketing. We have five main types: Lead Generation, Click-Through, Sales, Thank You, and Product Detail pages.
Knowing what each type is for and how they're made, you can use them better and get good results in your online work.
1. Lead Generation Landing Page
HubSpot says the average conversion rate for landing pages across all industries is 9.7%.
Lead generation landing pages are designed to capture visitor information, such as names and email addresses, typically through a lead generation form.
They are commonly used for building email lists, running promotions, or offering downloadable resources like ebooks or whitepapers.
A lead generation landing page aims to get visitor information through a form, typically gathering names and email addresses.
This builds an email list for future marketing efforts and conversions.
Common use cases for this type of landing page include encouraging newsletter sign-ups, offering downloadable resources like ebooks, or promoting registrations for webinars or contests.
Here's guidance on tracking and evaluating KPIs for the lead generation landing page:
Conversion Rate
Measure the percentage of visitors who submit the lead generation form.
Number of Leads Generated
Count the total number of leads collected.
Cost per Lead
Calculate the cost incurred to acquire each lead.
Form Abandonment Rate
Monitor the rate at which visitors abandon the form without completing it.
Evaluation
Assess the effectiveness of your lead capture strategy. A higher conversion rate and a lower cost per lead are highly positive signs.
Analyze the quality of leads generated and their subsequent conversion into customers.
For example, Backlinko provides a short and to-the-point lead generation landing page encouraging people to sign up for Backlinko's newsletter.
2. Click-Through Landing Page
The goal of a click-through landing page is to encourage visitors to click through to another page, such as a product page or a sign-up form.
They bridge between an ad or a call-to-action and the destination page.
The objective here is to provide a more detailed context or offer that encourages the visitor to take the next step.
This type is frequently used when transitioning from an advertisement to a product or service page or promoting event registrations.
According to KlientBoost, click-through landing pages perform best for most industries.
The Click-Through Landing Page is the go-to choice if you're running a campaign to guide visitors to another page, such as a product page or event registration.
The following information will help you monitor and assess KPIs for the click-through landing page:
Click-Through Rate (CTR)
Measure the percentage of visitors who click through to the destination page.
Bounce Rate
Monitor the rate at which visitors leave the landing page without taking further action.
Destination Page Conversion Rate
Evaluate the conversion rate on the destination page.
Time on Page
Assess how long visitors stay on the landing page.
Evaluation
Focus on the transition between the landing page and the destination page.
A higher CTR and a lower bounce rate are positive indicators.
Measure the impact on the conversion rate and the engagement level on the destination page.
For example, Moz Pro encourages readers to sign up and use their service through their click-through landing page.
3. Sales Landing Page
Also known as a sales page, these pages are intended to persuade visitors to purchase or take a specific action, like signing up for a subscription.
They often include detailed product or service information, testimonials, and a strong call to action (CTA).
According to HubSpot, having a strong and personalized CTA converts 202% better than basic CTAs.
They sometimes include persuasive content, product details, testimonials, and a compelling call to action.
Businesses frequently use sales landing pages to directly drive revenue and conversions.
When your campaign focuses on persuading visitors to purchase or take specific actions, like signing up for a subscription, the "Sales Landing Page" is ideal.
You may track and evaluate KPIs for the sales landing page using the following data:
Conversion Rate
Measure the percentage of visitors who complete a purchase or desired action.
Revenue Generated
Calculate the total revenue from the landing page.
Average Order Value (AOV)
Evaluate the average amount spent per transaction.
Shopping Cart Abandonment Rate
Monitor the number of users who begin the checkout process but still need to complete it.
Evaluation
Analyze the page's ability to convert visitors into customers. Higher conversion rates and revenue are positive.
Address cart abandonment issues to improve overall performance.
For example, Spotify’s sales landing page includes detailed offers of their service while also having a compelling call to action.
4. Thank You Landing Page
After a visitor has completed a desired action, such as making a purchase or submitting a form, they are redirected to a thank-you page.
These pages serve the purpose of acknowledging the completed action and expressing gratitude to the visitor.
Additionally, they provide information about the next steps or additional offers.
They play an important role in nurturing customer relationships and guiding post-conversion interactions.
The following information will help you monitor and assess KPIs for the click-through landing page:
Engagement Rate
Measure visitor interaction on the thank-you page (e.g., clicks on related offers or sharing).
Conversion Rate
Assess any additional actions taken on the thank-you page (e.g., signing up for newsletters).
Exit Rate
Monitor the rate at which visitors leave the thank-you page.
Evaluation
The thank-you page mainly nurtures relationships and provides the next steps.
Evaluate engagement and additional conversions on this page to maximize post-conversion interactions.
For instance, Hubspot uses its thank-you landing page to get more customer referrals.
5. Product Detail Landing Page
These pages provide in-depth information about a specific product, its features, benefits, and pricing.
These pages present in-depth details regarding a product's features, benefits, and pricing, often including high-quality images.
The objective is to inform and engage visitors, helping them make an informed buying decision.
Product detail landing pages are especially important for e-commerce businesses to showcase individual products effectively.
You may track and evaluate KPIs for the product detail landing page using the following data:
Conversion Rate
Measure the percentage of visitors who complete a purchase.
Time on Page
Assess how much time visitors spend reading product information.
Bounce Rate
Monitor the rate at which visitors leave the page without engaging further.
Product Page Views
Track the number of times the product page is viewed.
Evaluation
Focus on the product page's ability to inform and persuade. Higher conversion rates and longer time on the page are generally positive.
Analyze how effectively the page engages and educates visitors about the product.
For example, Oura's product detail landing page is well organized with clear sections that make it easy for visitors to scroll through.
Each section explains the various advantages and features of the product.
Wrapping Up: Types Of Landing Pages
To summarize, landing pages come in different forms, each meant for a specific job.
Depending on your goal, you can use the following types of landing pages to get the results you want online:
Lead Generation
Click-Through
Sales
Thank You
Product Detail
Picking the right one is essential for success in the digital world. The choice of landing page type depends on your specific marketing goals and target audience.
Effective landing page design and content are critical for achieving those goals, and they should be optimized for conversions and user engagement.
