Landing pages are standalone web pages that potential customers “land on” after clicking an ad, promotional email link, or another call-to-action (CTA) button. Marketers typically use landing pages in email marketing, social media campaigns, and digital advertising to capture contact information or drive purchases in exchange for product education, newsletters, or promo codes.
4 types of landing pages
Landing pages fall into 4 main categories that correspond to customer journey phases.
1. Top-of-funnel pages
They introduce your brand to people who haven’t purchased products from you yet and probably don’t know about your ecommerce business. These pages can include:
- Educational content
- Brand story content
- Social proof
The CTA for top-of-funnel landing pages focuses on forming a connection with visitors. For example, you can have a sign up CTA to get visitors to join your email list in exchange for a discount.
2. Middle-of-funnel pages
The target group for these landing pages is people familiar with your brand but haven’t purchased anything yet. You want to encourage conversion with:
- Product comparisons
- Positive product reviews and customer experiences
- Quizzes for obtaining more information
3. Bottom-of-funnel pages
These pages are for people who know about your brand and maybe even added products to their carts but haven’t made the final decision yet. Depending on the context, these can be:
- Browse abandonment pages
- Cart abandonment pages
- Product description pages
- Frequently bought together pages
4. Post-purchase pages
These landing pages revolve around providing the best customer experience and improving retention and loyalty with:
- Customer reviews
- Loyalty programs
- Feedback forms
- New product sneak peeks
- Referral opportunities
Importance of landing pages
Landing pages are essential for your marketing strategies because they:
- Increase conversion rates: Landing pages focus on one CTA, eliminating distractions and increasing the chances of conversion and purchases.
- Lower acquisition costs: With sign-up forms, you gather valuable information about your target audience to create personalized campaigns and reduce acquisition costs.
- Develop audience relationships: Landing pages provide a way to build deeper connections with your audience, strengthening your brand image.
- Grow your email list: Visitors willingly give you their email addresses in exchange for valuable content, like education and discounts, helping you grow your owned list for future marketing efforts.
How to create successful landing pages
- Use a reliable marketing automation solution: The best marketing automation platforms make it easy to create landing pages with pre-built templates and target the right people with behavior criteria.
- Create separate landing pages for each audience segment: Personalization leads to higher conversion rates. Segment your audience based on interests, demographics, and behaviors to create targeted landing pages that resonate with each customer segment.
- Use long-tail keywords: Long-tail keywords are specific, niche phrases that describe your product or service. They’re 4 or more words long and often have lower competition, increasing visibility and attracting people with higher buying intent.
- Write an attention-grabbing headline: Use persuasive language, highlight the benefits of your offer, and create urgency to entice visitors to continue reading.
- Keep the design simple: A clean and clutter-free design with eye-catching visuals will draw visitors’ attention and keep them engaged. Use a consistent color scheme, branding elements, and high-quality images to showcase your products.
- Include a clear and concise CTA: Use action verbs like “Buy now” or “Watch the video” to encourage visitors to take the next step. Position it above the fold for maximum visibility.
- Provide social proof: Customer testimonials, reviews, and influencer endorsements lend credibility to your brand and offer, increasing trust and conversion rates.
- Optimize for mobile: Optimize your landing page for phone screens and make the purchase experience as easy as possible for mobile.
- Test and analyze: A/B test different landing page elements like images and form fields for maximum conversion rates. Analyze performance for data-driven decisions and maximum ROI with marketing automation platforms.
Homepage vs. landing page: what’s the difference?
While your homepage can be a landing page, it typically serves as the entry point to your website and includes:
- Navigation menus
- Links to different pages
- Company information
- A brief overview of products or services
- Contact information
A landing page has one goal: to convert visitors into customers. It doesn’t have navigation menus or unnecessary distractions that may divert the visitor’s attention from the CTA.
With a marketing automation platform like Klaviyo, you can create full-page sign-up forms and use them as landing pages. Rely on the platform’s A/B testing options to experiment with different variations and choose the best-performing one.
You can also rely on Klaviyo’s integrations like Unbounce, Kickoff Labs, and 29Next to build all kinds of landing pages and import customer data directly into Klaviyo for precise segmentation and targeting.
Ready to boost conversions and retention? Sign up for Klaviyo.