Different Types of Landing Pages
Generally speaking, having landing pages gives you the ability to end a post-click sequence with a specific page that informs the user that they have arrived at the appropriate location. While landing pages make it extremely apparent what will happen if the visitor clicks through, busy homepages or product pages may make things more confusing. The likelihood of conversion is increased by creating a landing page, which enhances and improves visitor interaction. Due to the fact that you already paid for this click, you also make sure to maximize the return on your PPC investment. A landing page aids in this process.By making sure that you employ the correct sort of landing page, you may raise the likelihood of conversions even higher. Now that we know what each type of landing page is used for, let’s examine them.
Website Homepage vs. Landing Page
First of all, some individuals could question the need for landing pages given that their main goal is to direct users to their homepage. The reason for this is because while increasing traffic to your home page is unquestionably a positive thing, it is less likely to lead to a conversion than a landing page. Home pages are dense with information and urge viewers to travel to a range of different destinations. If a visitor arrives at your site with one clear objective in mind, they can become disinterested if they have to first browse through a number of other services and product possibilities.The primary goal of the homepage is to connect people to other sites where they may get the information they want. Landing pages avoid the intervening step by being the page the user wants – and making that clear.A landing page is targeted and particular, whereas your homepage is generic. While the homepage lures users deeper into your website by providing all of your company’s alternatives, a landing page provides one straightforward and obvious call to action.
Landing Page for Lead Generation
The main purpose of a landing page for lead generation or lead capture is to gather leads using a data capture form. These pages are quite adaptable, but they are most commonly utilized in the middle of the sales funnel, when buyers are analyzing your products and are on the verge of deciding whether to convert or walk away. It displays both a request and a reward at the same time. The incentive is the unique offer you are pushing to generate leads, and the request is the information you want in your form. The request and the reward should be equally weighted. Whatever you are marketing must be worth the buyer providing their contact information and subscribing them to your mailing list.
Landing Page with a CTA
A click-through page, as opposed to a lead-generation page, is one that doesn’t need any forms at all. Between your advertisement and the website you finally want to route your consumers, it acts as a straightforward intermediary. It is frequently used to connect an ad to a shopping cart, for example. It simply takes a brief explanation of what the visitor has discovered by clicking through, as well as a bold and obvious call to action with a link to the end destination.
A squeeze page is utilized for data collection, much as a lead-generation page. However, unlike a lead-generation page, it is often used at the beginning of the sales funnel and has the sole purpose of gathering email addresses to add potential leads to a mailing list. They’re simple landing pages with big headlines and little content. With a clear call to action, the reader knows exactly what to expect after clicking through. In addition to the brief form, there should be a link that directs the reader to the following step as well as a button that allows them to leave if they choose not to.
A sales page is frequently the most challenging to create. You are no longer merely prospecting for leads with this page. It’s one you’d use at the bottom of the funnel, and it has to persuade them to buy, which is a whole different proposition than a simple request and reward combo. The production of the page, from the language to the design, necessitates tact and a thorough awareness of your clients’ demands and where they are in the sales cycle. You may either sell too aggressively at this moment and lose the deal, or you could undersell and lose the sale anyhow.It’s at this point that your design and communication strategies need to involve some good ol’ fashioned salesmanship.The amount of information you need to provide on the page to fully convey the value of your product to your target audience will mostly rely on your product. Whatever the length, there must be a thorough pitch that clearly displays this value in order for them to click the button and complete the buy.
You might believe that infomercials are a remnant of late-night television advertising in the 1990s, yet many companies effectively adopt their sales approaches into their digital strategy, especially in the form of niche landing sites. Infomercial landing pages are distinct from squeeze or lead-generation pages in that, whilst these two types are distinguished by their shortness, infomercials tell your viewers a long, intricate tale, employing language that evokes the emotional and exuberant mannerisms of those late-night sales experts. The goal is to keep readers scrolling and persuade them to make a purchase.
The simplest kind of landing page, splash pages may be utilized at any stage of your sales funnel. They usually include very little writing, one or two large graphics, and extremely short information, such as an announcement or a simple “yes” or “no” request. They may request that your reader verify their age or select a language choice before advancing to your website. They are not designed to gather data or create leads, but rather simply present users with essential information before they join your website.
Viral Landing Pages
The primary goal of viral landing pages is to raise brand exposure. While they will often include connections to a corporate website or other online page, they will be provided quietly and unobtrusively. The major focus here is on the content, which should be useful and/or entertaining enough to entice a reader to share the page, as well as the ability to share the page via social media. The material might be written copy, videos, photos, or even games.
As the name implies, a microsite is a special, little website. It was developed for a particular campaign or with a single, focused sales objective in mind. Even if it has several pages, it is still referred to as a type of landing page since it is dedicated to a certain component of marketing and sales operations. Microsites are fueled by web advertisements or function in tandem with TV ad campaigns.
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