A landing page is a powerful tool in any marketer's arsenal. It is a standalone web page, designed with a specific goal in mind: to capture leads, promote an offer, or drive users towards a conversion such as a purchase or sign-up. But not all landing pages serve the same purpose. In fact, there are several types, each designed for a different scenario or marketing goal.
In today’s blog post, we'll explore the different types of landing pages, their uses, and how they can potentially drive more conversions for your business. By understanding the various formats, you'll be better equipped to choose the right approach for your online campaigns.
1. Lead Generation Landing Page
Lead generation landing pages, also known as "lead capture" pages, are widely used to gather information from visitors. The primary goal here is to collect valuable lead data like emails, names, and possibly more information such as phone numbers and business details. This type of page almost always features a form and an enticing call to action (CTA), such as an eBook download, webinar registration, or exclusive offer to encourage the user to submit their details.
Most businesses that are focused on gathering and nurturing leads use lead generation landing pages effectively. These types of pages are typically connected to ongoing campaigns such as email subscriptions, software trials, or other offers that are usually part of a larger lead-nurturing funnel.
2. Click-Through Landing Page
Unlike lead generation landing pages, click-through landing pages don’t ask visitors for information upfront. Instead, their purpose is to "warm up" the visitor for a next step—typically a product purchase or service sign-up. These pages often educate the user or reveal more information about an offer, product, or service, and guide them toward making a purchasing decision on a subsequent page.
Generally, these landing pages have minimal distraction and a bold call-to-action (CTA) button leading the user to a final conversion page, such as a checkout. They work best when visitors need more details or context before being ready to engage further, such as on SaaS websites or eCommerce sites where buyers may need more nurturing before making a purchase.
3. Product Landing Page
Product landing pages are built with one main purpose: to showcase a particular product or service and urge visitors to make a purchase. This is perhaps the most common type of landing page for eCommerce businesses. You'll usually find detailed product descriptions, high-quality images, persuasive marketing copy, testimonials, and clear CTAs leading to product purchases.
When designing a product landing page, it's essential to create an emotional connection with the potential buyer. Visual elements, strong copy, and social proof all work together to drive conversions. For instance, including limited-time offers or discounts on the page can create a sense of urgency and increase the chances of conversion.
4. Thank You Page
Technically, a thank you page isn't a traditional "landing page" since it's displayed after a conversion action has already taken place. However, these pages play an important role in providing a positive user experience and encouraging further actions. A typical thank you page follows a transaction or form submission, and it thanks the user while often presenting them with an additional offer or next steps.
For example, after someone subscribes to your newsletter, a thank you page can offer a relevant product recommendation or point them toward similar content they might find interesting. This offers an opportunity to further engage and upsell the user, enhancing the overall customer journey.
5. Squeeze Page
Squeeze pages are a hyper-focused version of the lead generation page, specifically designed to “squeeze” an email address or another essential piece of information from a visitor. These pages are typically short and to the point, with extremely limited information — often just enough to persuade the visitor that leaving their email address is worth it.
Since squeeze pages have only one goal, they often exclude navigation links and other distractions that could divert the visitor's attention away from the form submission. They are often used in email marketing campaigns, pop-ups, and other lead-nurturing efforts where capturing an email address is the primary objective.
6. Long-Form Sales Page
As the name implies, a long-form sales page contains a lot of content and works best for products or services that need more explanation. These pages can run quite long, sometimes scrolling several sections deep, and are commonly used to sell high-ticket or complex items.
On these pages, you'll find extensive copy broken down into sections addressing various pain points, potential objections, and use cases. These can be interspersed with testimonials, videos, and detailed product descriptions. The goal here is to keep the visitor engaged until they are convinced that the offer is valuable and the conversion is worth it.
| Landing Page Type | Main Goal |
|---|---|
| Lead Generation Page | Capture user details like email and name |
| Click-Through Page | Nurture visitor and move them towards a purchase decision |
| Product Page | Promote and sell a specific product or service |
| Thank You Page | Confirm a conversion and guide user towards the next steps |
| Squeeze Page | Gather minimal information from the user, typically email |
| Long-Form Sales Page | Provide in-depth product information to drive a purchase |
7. Coming Soon Landing Page
A “coming soon” or "pre-launch" landing page is meant to generate buzz or anticipation for an upcoming release. Whether it's a product, service, event or website launch, this type of landing page is designed to hype the event and collect early leads.
Pre-launch landing pages often feature a signup form, offering special early-bird access or exclusive updates in exchange for user data, especially email addresses. Aside from collecting leads, they help build anticipation and give a sense of exclusivity to those who sign up early.
8. Splash Page
A splash page is usually the first page visitors encounter when arriving at a website — but it shouldn't be confused with a homepage. Its purpose is to deliver a simple message or prompt before users proceed to the rest of the site. It might serve to announce an event, reveal important information (like a rebranding), or ask the visitor a question (e.g., language preference).
Splash pages are typically simple, with very little copy and a clear button or link to lead the visitor to the main site. While they aren’t focused on conversions, they do serve specific marketing or announcements purposes within a larger strategy.
9. Unsubscribe Confirmation Page
An unsubscribe confirmation page appears after someone opts to leave an email list. However, instead of just acknowledging the action, these pages provide one last opportunity to offer alternatives or address reasons for the unsubscribe. For example, they can ask users if they would like to receive fewer emails or include a short customer feedback survey to help improve future efforts.
While reducing churn might not always be possible, unsubscribe confirmation pages can help further understand your audience's needs while still fostering a customer-friendly approach.
10. 404 Landing Pages
Although a 404 page indicates that a user has landed on a non-existent page, many brands turn these dead ends into an opportunity. By using humor, directing users back to the homepage, or presenting other relevant links, you can enhance user experience and potentially recover lost traffic.
Creative 404 pages have become an increasingly popular way to keep users engaged no matter what. For example, humor or clever design on a 404 page can still leave a good impression and uphold positive brand perception.
Choosing the Right Landing Page Type
With so many landing page types available, it's crucial to choose the one that's aligned with your specific marketing goals. Some questions to consider when deciding the type of landing page to use include:
- What is the primary goal of the campaign (lead generation, purchases, sign-ups)?
- How much information does your audience need before converting?
- What type of content is most persuasive for your target audience (copy, video, testimonials)?
- Does the offer have a sense of urgency (limited-time discounts, exclusive offers)?
- Is the landing page part of a larger campaign (e.g., an email opt-in journey)?
Taking the time to consider these important factors will help determine whether you need a short, persuasive squeeze page or a longer, more detailed approach like a long-form sales page.
In all cases, your landing page should be optimized for conversion. Don’t forget to employ best practices like A/B testing, aligning headlines with ad copy, simplifying forms, and minimizing distractions. To learn more about optimizing your landing page conversion rates, check out this comprehensive guide on landing page optimization.
No matter which type you choose, the goal of any landing page remains the same: to guide users towards a conversion. By selecting the right landing page format, you're one step closer to successfully improving your campaign's results.
