In the purest sense, a Landing Page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
The purpose of a Landing Page falls into two categories:
- To capture leads that enable you to market to people in the future, or
- to “warm up” potential customers to the product/services you are trying to sell to them before sending them further into your sales funnel.
This creates the need for two types of landing page – a lead generation page and a click-through page.
Lead Generation Landing ages- The most valuable piece of information you can get from a lead gen page is someone’s email address – which gives you permission to continue talking/marketing to them. Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.
Click-through Landing Pages- Click-through pages (sometimes called jump pages) is designed as a conduit between a marketing ad and its final destination. The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell. Commonly used for e-commerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout.
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