A landing page is a great way to get your customers’ attention and incentivise them to take action.
However, it’s important to choose the right kind of landing page. Yep, there’s more than one type!
As the landing page design experts in the UK, we’ve designed thousands of fantastic landing pages that have generated wins for a wide range of clients. As a result, we’ve identified the main types of landing pages that bring the best results.
So, without further ado, let’s dive into all the different types of landing pages you might use to drive leads and sales!
1. Lead page
A lead page (also known as a lead capture page) has one goal and one goal only: to get people to give you their details.
For example, you can use your lead page to offer something of value to encourage people to give you their information, whether it’s a free demo, an eBook, or signup details for a webinar.
Lead pages also have a well-designed form that asks for the information you need to identify whether the people who gave you their details are a good fit for your business.
When considering types of landing pages to use in email marketing, a lead page is a good bet. For example, you can promote an upcoming webinar in your email campaign and encourage people to sign up.
That way, you get a feel for the customers with a serious interest in your product or service and can segment your mailing list accordingly.
2. Squeeze page
A squeeze page is a particular type of lead page. While a lead page aims to get as much information from a customer as possible, a squeeze page’s purpose is just to get their email address.
As a result, you’ll find that squeeze pages are typically more concise than their lead page counterparts.
An excellent way to use a squeeze page is as a ‘coming soon’ for a product or service. Customers can enter their email address to join a waiting list.
3. Splash page
Sometimes you want to give your visitors a little additional information before they access the rest of your site. In this scenario, a splash page is the perfect type of landing page to use.
A splash page is a page that people see before they click through to your homepage, or another relevant page on your site. For example, let’s say you visit an international website. You may encounter a splash page that asks where you are in the world so you see the right version of the site.
You can also use splash pages to promote your latest products, announce a sale, or share your brand’s story or values.
4. Pop-up landing page
Short, sweet and simple, a pop-up landing page appears as an overlay on a selected webpage, encouraging users to download a document or find out more about a specific product.
This type of landing page is common in the fashion industry. For example, join a mailing list and get 10% off your first order.
These landing pages work so well that we even use them at Bubblegum Search!
5. Sales landing page
Have you watched one of those infomercials on the teleshopping channels that go on for about ten minutes? A sales landing page is the digital equivalent of one of those ads!
The purpose of a sales landing page is exactly as you’d expect – to make sales. Aimed at people at the bottom of the sales funnel who are ready to buy, a sales landing page contains everything needed to tempt people into making a purchase.
Expect lots of images and videos, information about the product, the benefits of buying, and even testimonials from satisfied customers. These pages can often be thousands of words long!
6. Pricing page
Believe it or not, a pricing page also counts as a landing page! This is because the aim of a pricing page is to give customers all the information they need to make a decision.
Often used in the Software as a Service (SaaS) industry, pricing pages are heavily detailed. As well as listing the features and benefits of each pricing tier, there is often a FAQ and live chat functionality.
After all, you don’t want prospective customers to wander off and look at a competitor’s pricing instead!
7. Thank you page
A customer has bought a product or signed up to your mailing list. Since they’ve already shown interest in your brand, why not take advantage of this by engaging with them one more time?
You can use a thank you page to encourage customers to complete an additional call-to-action. For example, if a customer has bought something, you can offer them a post-purchase upsell.
If they’ve signed up to your mailing list, why not point them toward some blog posts they might like or ask them to follow you on social media?
You can also use a similar tactic on any unsubscribe pages. If a customer is cancelling their service or unsubscribing from your mailing list, give them an incentive to stay with your business. No harm in trying, right?
8. Click-through landing page
When you see a comedy show, there’s often a supporting comedian whose role is to get the audience excited and warmed up for the main act.
A click-through landing page is your warm-up before a product page. The purpose of this type of landing page is to get prospective customers interested in your product so they’re ready to make a purchase.
A click-through landing page will contain information about the benefits of your product. They may even include a discount code or bonus as a sweetener to buy.
Which type of landing page is right for me?
So, we’ve looked at many different landing page styles. The big question is, which one should you use to get the best return on investment?
Some landing pages only have one purpose, so it’s easy to know when to use them. For example, a pricing page or a thank you page. However, when would you use a lead page over a splash page?
Set goals for your landing pages
The first step is to understand what your goal is. So, do you want to generate leads, increase sales, or raise brand awareness? Each type of landing page has a different purpose.
Secondly, it’s essential to understand your target audience and what they want to achieve. This won’t just determine the type of landing page you use but how you style and structure it.
For example, an older target audience might want to know all about the product you’re selling before they invest. However, a younger target audience might just want a discount code so they can rush in and buy it.
Think about the customer journey
Next, how will your prospective customers get to your page? It’s important to consider the whole journey when identifying the right landing page.
For example, let’s say you’re selling a course. If someone has clicked on a search ad in Google that’s promoting your course, the intent to buy is likely to be very high. This means your landing page can offer them the chance to purchase straight away.
Analyse your competitors
Finally, it’s always good to look at your competitors to see what type of landing pages they use. Odds are that they’ve thoroughly tested their landing pages to make sure they’re using the right ones to draw customers in!
Bubblegum Search: Your partner when it comes to perfect landing pages
We hope this guide has introduced you to all the awesome types of landing pages you can use to achieve your business goals.
Experimentation is vital when designing a fantastic landing page. Try different wording, imagery, and call-to-actions to create a page that prospective customers can’t help but click on!
Still not sure what landing page is best for your business? We can help. Our expert team will design, build, and optimise a page that looks amazing and engages your customers.
Get in touch today for a free marketing plan and take the first step towards transforming the way you do business!