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What are the landing pages

As a digital marketing professional, you realize that email marketing is just part of a big puzzle. In order for your email marketing efforts to pay off, your email subscribers need to be directed somewhere so that certain actions can be taken.

This is where your website's landing pages come into play. Learn about the importance of landing pages, as well as how they work alongside email marketing to get the results you want. But first, subscribe to our Telegram channel. We regularly publish such useful articles!

Landing Page Guide: What are these pages for?

A landing page is a dedicated web page on your website that your followers are directed to through a variety of sales/marketing tactics. This can be through a CTA email or even through a social media post. A landing page differs from a typical web page in that it serves a specific purpose. As a rule, he answers 8 questions.

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Thus, landing pages have a targeted directive, they play an important role in your overall marketing strategy: converting website visitors into new potential customers. When implemented correctly, a well-designed landing page is almost guaranteed to deliver the result you're looking for.

A Guide to the Different Types of Landing Pages

Marketers understand that every offer or promotion requires its own landing page to get results. Studies have shown that companies that increase the number of landing pages from 10 to 15, on average, increase the number of leading positions by 55%.

What many people don't realize, however, is that depending on the type of campaign you're running, you can and should use several different types of landing pages. This results in 48% of landing pages that contain multiple offers can reduce their overall conversion rate by up to 266%.

That's why it's so important to have the right landing page for each of your campaigns. Not every landing page will be a page with detailed product information. Research shows that other landing pages usually perform better than a regular page with detailed product information.


It's important to consider adding different landing pages to your digital marketing strategy. We've provided some information about the most popular landing pages used by marketing teams today.

Lead capture page


A lead capture page is a landing page designed to encourage website visitors to leave their personal information in exchange for something useful to them. Usually, marketers start by sending a letter to new subscribers outlining the various benefits of their subscription. From there, users are asked to click on a CTA (Call to Action), which takes them to a landing page where they will fill out a form to access something.

The MarketingProfs team is doing a good job. Their welcome letter currently contains a link to an "exclusive look" at the presentation of the MarketingProfs B2B forum by Nancy Harhouth. If you click on the lead capture CTA in an email, you'll be taken to the first landing page that provides the promised material. From there, you're invited to sign up for the 2020 forum and then get more details on landing page 2.


Sales page


Sales pages are the most commonly used as some of the most effective landing pages in your digital marketing arsenal.

The most effective sales landing pages can generate up to 220% more sales than landing pages with CTAs. However, what works for some may not work for everyone. You should always do A/B testing of landing pages before making them open to everyone.

In this example, the sales page is divided into different sections, giving viewers a viewing experience before they make a final decision.


Navigation page


Clicking on landing pages is great when you're working with a new audience and want to warm them up to a top offer. Remember the example above marketingProfs? This is a great example of viewing a landing page with a click of the mouse because it moves the perspective from an email greeting to the initial landing page and then to the landing page of the exclusive offer for the 2020 Forum.

Another great way to include a click landing page is to use a free trial offer. It encourages your consumers to click and gives you some information to move forward and learn more or access a free trial.


Splash page


Splash pages are usually used to inform a visitor or anything else before giving them access to another landing page or blog post. Usually, such a page does not ask visitors for any information and is more like a welcome page. Other types of screensavers may include short, quick forms so you can gather vital user data.


Compressed page


Compressed pages are designed to capture the email address of a prospective project in order to expand a brand's email list. These pages often pop up while scrolling through a website or article, and they often ask you to sign up for a brand newsletter to stay up to date without having to resort to a subsequent brand search.

For example, there is a link on the main page of GQ. It appears as the visitor scrolls through the main page material and encourages them to subscribe to stay up to date with popular GQ articles.


Another example of including pages is those that pop up after you've visited a website many times. They require you to subscribe before you can view any other content.


Landing Page Guide: Design Best Practices

As with any other marketing tool, knowing the best practices for designing landing pages is an absolute necessity. Here are some working tactics:

  • Define your audience. Create text and visual blocks that are understandable to your audience.
  • Consider your own goals during the design phase. You can't neglect your marketing goals or these landing pages won't serve your brand in any way. What is the purpose of each page? What solutions does it require from the audience? What's the best way to drive action on each page?
  • Focus primarily on the benefit to your audience. What pain points do you address? How will this page/product/service make their lives easier/more interesting? Don't focus too much on specific features. Instead, describe how it will help solve the problem they're looking for answers to.
  • Be as specific as possible, or you run the risk of confusing your audience. This is especially important if you have multiple proposals running at the same time. Remember, you want to have a landing page for each of your active campaigns. So, those who click on links to a specific product, deal, or campaign have little chance of getting confused.
  • Always perform an A/B test before airing your page. What works for one campaign may not work for another, so make sure you have enough time to test your landing pages for a limited period of time and track your results to see which one will give you the best results. Whichever option wins, it should be used on an ongoing basis.

Landing pages and email marketing work together when done correctly.

While some may believe that landing pages are strictly related to your online presence and digital marketing strategy, remember that your marketing strategy consists of several pieces of the puzzle. Once you get your landing page ready to go, you can start incorporating them into your email marketing strategy.

For example, MacPaw does a great job of creating a sales landing page that they include in their holiday email marketing campaign. Instead of laying out all the options for consumers, they include a 30% discount in the CTA, and if the consumer is interested in the offer, they can click on the sales landing page to see all the available offers.


To summarize

Landing pages play a vital role in your digital marketing strategy. It is important to understand that not every landing page is created in the same way.

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That's why this landing page guide focuses heavily on the different types of landing pages that should be included in your marketing strategy:

  1. Sales pages
  2. Lead capture pages
  3. Splash pages
  4. Pages viewed
  5. Compressed page