Whether or not you’re a blogger, social media marketer, or paid marketer — you have got a wholesome relationship with the touchdown web page. Typically, you would possibly undergo tough patches the place you marvel why touchdown pages exist. However they’re all the time there for you, growing conversions, netting new leads, and driving site visitors to the provides you’ve labored so onerous to create.

landing pages types

However, to be trustworthy, there are plenty of various kinds of touchdown pages, and never all of them serve the identical goal. Fortunately for you, we’re not solely going to interrupt down every kind of touchdown web page, however we collected new information that can assist you decide the one that can make your subsequent marketing campaign profitable.

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We surveyed 101 advertising and promoting professionals to study which touchdown web page parts and techniques had been handiest.

When requested, “What are you mostly attempting to generate with touchdown pages?” the highest three responses had been to realize:

  • Leads by way of potential buyer contact data (44%)
  • Prospects or direct purchases (38%)
  • E-mail subscribers (10%)

Companies need to connect with clients and acquire the power to both information them on to buy or so as to add them to a subscription the place curiosity could be progressively constructed. But it surely’s essential to contemplate {that a} touchdown web page by itself is probably not sufficient to transform — the weather on the web page contribute to that success.

What landing page elements positively impact conversion rate

Surveyors additionally shared that multimedia parts like movies (39%), photos or graphics (36%), and social media sharing icons (31%) positively influence conversion charges with current on a touchdown web page. The extra interactive or participating that you simply make an internet site, the extra probably guests will need to spend extra time on web page and digest extra of the data, product, or service you are providing.

This survey not solely confirmed the completely different outcomes that advertising and promoting professionals might acquire from a touchdown web page, however that relying on your corporation want, you’ll be able to embody parts particular to your technique for those who use the precise kind of touchdown web page to get there.

As we undergo every kind of touchdown web page, bear in mind this data to make sure you’re leveraging the precise one in your subsequent marketing campaign.

Whereas there are various fantastic landing page examples so that you can try, not all touchdown pages serve the identical goal, a lot of them obtain a wide range of targets.

1. Squeeze Web page

A staggering 90% of B2B entrepreneurs say electronic mail advertising is both very efficient or considerably efficient for reaching their objectives, in keeping with 2022 HubSpot Blogs report. So it’s not stunning that squeeze pages are one of the essential and efficient touchdown pages on the market.

A squeeze web page is one by which the aim is to seize the consumer’s electronic mail deal with. Upon getting the deal with, you’ll be able to start to nurture that lead with related content material and different provides.

The most typical kind of squeeze web page is gated content material or a immediate to enter your electronic mail deal with to obtain a publication, e-book, whitepaper, or different content material provide.

Be certain your squeeze web page is straightforward, your CTA is tempting sufficient to get your consumer to surrender their electronic mail deal with, and also you make it straightforward for customers to click on out of the web page and onto the content material that introduced them to your web site.

types of landing pages: squeeze page

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2. Splash Web page

A splash touchdown web page doesn’t all the time have lead seize as the principle aim. These pages are sometimes used when somebody clicks a social media or content material hyperlink. As an alternative of being despatched on to the article or social media vacation spot, the consumer is shipped to an middleman web page: the splash web page.

This web page would possibly share an announcement with the consumer, comparable to “We’ve simply unveiled new dates for our advertising convention!” It may also ask your consumer for a language choice or to enter their age. The splash web page may also current an advert, which the writer advantages from, if the consumer clicks on the advert.
types of landing pages: splash page

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The splash web page above does two issues very well: First, it provides a countdown to the top of the advert and the power to simply click on to the article as soon as the advert is finished. Second, it serves a transparent goal — to indicate the consumer an advert.

3. Lead Seize Web page

A lead seize web page is much like a squeeze web page, however typically sources extra data. Identify, enterprise identify, electronic mail deal with, job title, and trade are only a few issues these touchdown pages search to earn.

The data you request is dependent upon the objectives for the web page and people of your gross sales and advertising groups, in addition to the place the client is within the funnel. In case your lead seize web page is high of the funnel, step away from the eight-lined type, please.

If, nonetheless, your buyer is touchdown in your lead seize web page after demonstrating actual curiosity in your product/service (i.e., they downloaded two case research) it is best to be capable to ask for extra data to assist qualify and direct them.

types of landing pages: lead capture page

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4. Click on-Via Touchdown Web page

Each marketer is aware of you need to present worth to your buyer earlier than asking them for cash. A click-through touchdown web page offers that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.

Typically, this seems to be like a touchdown web page that shares the advantages and options of your product/service with a CTA button encouraging your buyer to strive a free trial. As soon as they click on on that button, they’re taken to a different touchdown web page which offers pricing particulars and requires cost data to start the trial.

By the point your buyer lands on this web page, nonetheless, they’re primed and educated on why they need to transfer ahead with the trial. Within the examples beneath, you see the click-through touchdown web page, after which the cost touchdown web page clients are despatched to after they resolve to embark on a free trial.types of landing pages: click-through landing page

click-through page example

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5. “Get Began” Touchdown Web page

A “Get Began” touchdown web page ought to lead together with your provide above the fold. Take this web page, from Mailchimp, which explains their overarching advantages: instruments that flip viewers information into insights that can information campaigns.

Hooked already? Nice, as a result of a “Get Began” button awaits. Want extra convincing? Effectively, the small print comply with as you scroll a feature- and benefit-laden touchdown web page.

types of landing pages: get started landing page

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6. “Unsubscribe” Touchdown Web page

Clearly, you’re not going to construct a marketing campaign round your unsubscribe web page, but it surely’s essential to not neglect it. Be certain it efficiently unsubscribes your customers, provides them an opportunity to handle their preferences or alter the cadence, and take into account together with hyperlinks to different areas of your web site, like this instance from Complete Meals.

types of landing pages: unsubscribe landing page

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In spite of everything, simply because they don’t need to obtain your emails, doesn’t imply they may not need to browse your web site. Think about including a “second likelihood” button that prompts customers to resubscribe in case they get chilly ft.

7. Lengthy-form Gross sales Touchdown Web page

On a long-form gross sales touchdown web page, brevity isn’t your pal. You need to consider each query your buyer may need for you, each barrier to buy they may face, and each profit they’ll take pleasure in by making a purchase order after they scroll to the underside of the web page.

Take this instance, from Seth Godin’s altMBA. types of landing pages: long-form sales landing page

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It begins with an informative video that tells you why now’s the precise time to use. Then you definitely see the names of firms and footage of scholars who’ve benefited from the course.

Quotes comply with, together with hyperlinks to affix mailing lists, study extra about this system, and skim testimonials. Lastly, on the backside of the web page is a CTA button for the appliance, and program dates that add a way of urgency.

A gross sales touchdown web page ought to be detailed and lack the minimalism of, say, a squeeze web page, just because your aim for the web page is to shut enterprise.

8. Paid Promoting Touchdown Web page

In case you’re not sending clients who click on in your paid advertisements to the precise touchdown web page, you’re throwing cash away. Typically, you need to generate leads from these advertisements — not essentially gross sales.

For instance, whereas scrolling by way of Instagram, I clicked on this advert from HubSpot’s coming INBOUND conference.types of landing pages: paid advertising landing page

Once I clicked on the advert, I used to be taken to this squeeze web page:

types of landing pages: paid advertising landing page continued to squeeze

The advert didn’t take me to a web page stuffed with element overload, it landed me strategically on a web page that offered tickets.

It additionally featured a brief description of the itinerary with visuals that immediately seize my consideration and exhibits worth fairly than tells me why INBOUND is completely different and invaluable.

9. 404 Touchdown Web page

404s are by no means a superb look, but it surely’s essential you make them look pretty much as good as potential — and give you the results you want a bit of as properly. Get artistic with 404s, use humor to offset the error, and all the time direct your viewers to your homepage or different impartial touchdown web page.

Then, put your 404 touchdown web page to work as a lead era software. Take our personal 404 web page, right here at HubSpot. We provide the consumer three choices: go to our weblog, study extra about our software program, or join a free demo.

types of landing pages: 404 landing age

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10. “About Us” Touchdown Web page

Your “About Us” web page doesn’t need to be a lifeless finish. Make this touchdown web page a lead era web page as properly. Take this instance from make-up firm, Glossier.

They pack their “About Us” web page with loads of historical past, imaginative and prescient, and mission, however in addition they let the reader know easy methods to transfer ahead. The underside of the web page provides a reminder (and hyperlinks) to buy, comply with, electronic mail, and be part of the corporate, and an electronic mail subscription provide captures emails.
types of landing pages: about us landing page

about us landing page glossierPicture Supply: Glossier

11. “Coming Quickly” Web page

Launching an thrilling new product quickly however aren’t fairly able to reveal the complete provide — or the unfinished touchdown web page? Arrange a easy “Coming Quickly” touchdown web page as an alternative.

Tease your provide, present a launch date when you’ve got one, and add a CTA that asks them for his or her electronic mail deal with in change for an electronic mail notification when your services or products is dwell.

types of landing pages: coming soon landing pagePicture Supply: MiEvent

12. Pricing Web page

In case you’re unveiling new pricing or product tiers, you would possibly take into account pushing clients to your pricing touchdown web page. Regardless, your pricing web page ought to be one of the closely optimized pages in your web site. Take this one, from Wistia, which clearly outlines their three tiered packages, with hyperlinks to extra data or to get began.

What I actually love about their pricing web page, nonetheless, are the 2 packing containers proper after a listing of options and earlier than a carousel of testimonials. They provide particular callouts for events who may not fall throughout the wants of one of many three boilerplate pricing templates.

And if even these extra CTAs don’t communicate to your wants, scroll all the way down to the underside and discover a CTA that provides clients the power to “Select your individual journey.”

types of landing pages: pricing landing page pricing-page-example-2


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13. “Thank You” Touchdown Web page

Too usually, a “Thank You” web page serves no actual goal. It tells you what you already know, “You’ve downloaded the best whitepaper on this planet! Entry it right here.” Put your “Thank You” web page to work by together with extra provides or items.

You’ve been given an unimaginable alternative to supply extra worth to a extremely motivated, already-interested buyer. Don’t waste it.

Take this instance — one other one from HubSpot. I downloaded the 2023 State of AI Report, and the “Thank You” web page allowed me to take a look at HubSpot’s new AI instruments to scale my advertising efforts.

The shape I fill out to obtain this recommendation asks for various, extra detailed, details about my enterprise wants, permitting HubSpot to raised craft the following provide they ship my approach.

types of landing pages: thank you landing page

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How you can Select the Proper Touchdown Web page for Your Marketing campaign

Now that you simply perceive the commonest varieties of touchdown pages, the query stays: What are some best practices for choosing the right LP in your subsequent marketing campaign?

Start by asking your self these questions:

  1. What are the enterprise objectives I’m attempting to realize with this touchdown web page?
  2. How are my opponents reaching these objectives?
  3. What are my viewers’s objectives after they land on this web page?”
  4. How did my viewers get to this web page (i.e., what motion or motivation introduced them right here)?
  5. What do I would like my viewers to do after they depart this web page?

When you perceive the web page’s objectives, take into account whether or not it ought to be a short- or long-form touchdown web page.

Quick-form touchdown pages lend themselves properly to squeeze touchdown pages, “Thank You” touchdown pages, and “Unsubscribe” touchdown pages. These pages require a small ask or present a small service to the client.

Lengthy-form touchdown pages are greatest reserved for gross sales touchdown pages, click-through touchdown pages, and pricing pages. In case you have an enormous ask of your buyer, it is best to most likely design a long-form touchdown web page.

So, what does this seem like in apply? Let’s say I’m making a brand-awareness marketing campaign for my new startup that facilitates pet snuggles for drained workplace staff (a woman can dream, proper?). My enterprise objectives for this marketing campaign are to seize new leads (electronic mail addresses) and drive impressions.

My opponents are operating social media campaigns driving clients again to a gross sales touchdown web page. However since impressions and leads are my aim (not purchases), I would select to run social media advertisements that includes huge photos of snuggling puppies.

When clients click on my advertisements, they’re questioning what these cute puppies are about, so I’ll take them to my “About Us” web page to inform them extra about SnugglePups Inc. As a result of I’m additionally hoping to drive electronic mail signups, I’ll embody a hyperlink to our weekly publication, which guarantees a roundup of the most effective pet pics accessible.

Select the Proper Touchdown Web page for Your Subsequent Marketing campaign

So are you able to put all of this information to make use of? Not all touchdown pages are the identical or serve the identical goal. It is as much as you to resolve what you need clients to see and work together with, so be sure they land on a web page that captures their consideration, will get them in your pipeline, and retains them wanting extra.

Editor’s notice: This text was initially revealed in June 2019 and has been up to date for comprehensiveness.

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