What are the different kinds of landing pages?

Visitors arrive at your site from various sources and land on various pages.  That could be your home page or a specific landing page.  A landing page is defined as any page that happens to be the first page a visitor lands on to enter your online business.  In this context, there are three different types of landing pages.

  1. A landing page used for paid advertising campaigns
  2. A landing page used for non-paid visitor traffic
  3. Home pages and SEO landing pages

They might overlap.  A landing page used for paid ads might also be the same landing page you use inside your email marketing funnel or social media campaign.  But using one landing page for all of your traffic defeats the purpose of landing pages which is to better serve different needs and personas.  Hence, various landing pages serving various segments of visitor traffic.

There are important differences between the three types of landing pages, which will affect the success of your online marketing.

It all began with Home Pages – the page sitting at the root of your domain was the only page you needed back in the day.  You could serve every need there: buyers as well as researchers.

It soon became clear that online businesses that built specific landing pages to better serve various personas and needs, made more money. Landing pages give visitors exactly what they’re looking for in just a few seconds as opposed to Home Pages which require visitors to click through various menus to find what they’re looking for.

The faster you give your visitor what he wants, the more likely he’ll buy. This has been proved beyond doubt.  If you make him search, he’ll click the back button and check your competition. If they make it easy for him get what he wants quickly, he’ll buy there (all other things being equal, particularly the offer).

 

Landing pages used for paid advertising campaigns

With the above in mind, you can understand why landing pages targeted to specific personas and needs increase the ROI of paid advertising campaigns. Once the visitor clicks through from the ad (costing you money), you want them to arrive on a landing page that does a fast job of closing the sale.

Seeing how we always want to reduce ad spend and increase conversion we do everything possible.  A given cluster of paid keywords might, for example, have its own landing page to increase the relevancy of the clickable ad and the landing page. And with AB Testing landing pages, we can further optimize the performance of the landing page and ratchet up the ROI of your paid campaign.

In short landing pages for paid campaigns are built to be ultra-targeted to specific visitor needs.

 

Landing pages used for NON-paid visitor traffic

These types of landing pages can take various forms, depending on the nature of what you sell.  A visitor to your website could come from a variety of places: search engine results, social media, or links from other sites.  Unlike a paid ad campaign, we don’t always know the specific path they took to arrive on your site or, more important, what they have in mind or need.  These types of landing pages attempt to focus a visitor’s attention on a specific offer and/or email list sign up.

Your visitor stats will tell you quite a lot about your traffic and with this information you can build landing pages that “meet your visitors where they are” and pivot that interest into your hottest offers.

They may be found on your site by clicking through from navigation menus, banners in your side bar, and/or links in your email marketing.  Another powerful place to put a landing page is to make it the Thank You page after your visitor signs up to your list.

 

What are SEO landing pages?

These are pages where the visitors come from natural or ‘organic’ (non-paid) search engine results.  If you see a particular page or blog post on your site that gets a decent amount of traffic from SEO (you can see this in Google Analytics), you should optimize that page with anything that will further increase the value of the information and hence the potential SEO ranking and, most important, strong calls to action on the page to turn that visitor into a buyer or subscriber.

Click Here to See Our Landing Page Samples