The two primary kinds of Landing Pages
Landing pages often have one of two structures: they either generate leads or point visitors to the next action.
Touchdown pages for lead generation
These landing pages are often referred to as “lead gen” and “lead capture” pages since they concentrate on gathering lead information. It gathers data on your clients, to put it another way.
A form that acts as the CTA is a lead capture page’s distinguishing characteristic. It requests users’ personal information, such as names, phone numbers, and email addresses in return for a good or service. Even more particular information, such as the range of their ages or their occupations, might be requested. This allows you to contact leads and cultivate their interest in your company.
Additionally, this information has additional use. The data you gather can tell you about your contacts. Then, you may concentrate your marketing efforts and target those who are similar to them and are therefore more likely to convert. When you do this, your return on investment (ROI) may go up, especially if you conduct sponsored advertising campaigns.
Because they provide information about your potential consumers’ characteristics and communication methods, lead-generation landing pages are an invaluable tool to your company. Consider including one on your website if lead nurturing is a top goal for you or if you need to know your audience better.
Landing pages that generate clicks
In contrast to lead generation sites, which have forms, click-through landing pages emphasize CTA buttons. Users who click the button are taken to a website where they can carry out the intended activity.
For instance, clicking a button that says “arrange a demo” may link the user to a scheduling page, clicking a button that says “buy X now” may direct the user to a checkout page, and so on.
Click-through landing pages are frequently found on e-commerce sites and other websites that prioritize generating transactions right away above gathering user information. Aside from the CTA button, these landing pages typically incorporate compelling material such as product specifications or user testimonials to further entice and engage prospective consumers.