In digital marketing, a landing page is a standalone web page, 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).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
There are differences between a landing page and the Home page of a website but are not included in this article.
Types of Landing Pages
You’ll see a lot of variation out there, depending on the specifics of the business, but there are really two archetypal landing page (defined by their goals):
Lead Generation Landing Pages: Also called “lead gen” or “lead capture” pages, these use a form as their call to action. This form almost always collects lead data, like the names and email addresses of visitors. (You can read some expert-certified lead gen strategies here.)
B2B marketers and companies selling high-ticket items use this type of landing page to build a list of prospective customers. They sometimes offering something free, like an ebook or webinar, in exchange for contact info. Ecommerce brands can also use these pages for list-building, or offering free shipping or special deals, too.
Clickthrough Landing Pages: Frequently used by ecommerce and SaaS (software-as-a-service) marketers, clickthrough pages go straight for sales or subscription. Usually, they have a simple button as the call to action that sends the visitor into the checkout flow (like the app store) or completes a transaction.
The image used in this article was a landing page for a car rental services; Regalia. Although we are not into UI & UX, but we made use of our design tool and professionalism in achieving the design.