What I Learned About Landing Pages
I recently created two landing pages for a colleague of mine, and this is what I learned from the experience.
- Landing pages are a powerful tool
- Landing pages are used in several platforms
- Landing pages offer different services
What are Landing Pages?
Unbounce defines it best, “a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It is where a visitor ‘lands’ after they click on a link in an email, social media, or similar places on the web,” (April 1, 2020).
The first landing page mock-up I created was to connect potential patients from Facebook (see my mock-up design at the bottom of this post) to land on a web page with the call-to-action (CTA) to set up an appointment with a healthcare provider. The second landing page I created (not shown) is the appointment confirmation. The confirmation page offers a free downloadable e-Book as a “thank you gift” (reciprocity gift) for making the appointment.
How are Landing Pages Powerful?
We see landing pages regularly. Kate Hudson’s Athleta, clothing company is a great example of how to this marketing tool. The image on the left (CTA 1, Shop Now button) was located on Facebook. The visitor clicks on the “Shop Now” button, which leads the shopper to Athleta’s site. Once the person lands on the Athleta’s web-page, a pop-up ad with the “Submit” button shows up with a discount offer (thank you gift) for submitting an email address.
How Landing Pages Differ
As mentioned above, landing pages can funnel potential clients from various places on the web. Therefore, the message of the landing page is tailored to motivate the customer to participate in doing business with you. The CTA will be either to buy an item, sign up for a webinar, download a free eBook, the options are endless. Visit Growcode.com’s blog post, about Landing Page Trends written by Martilllia Dimitriou (2019), where she shares several examples of how to incorporate landing pages into your digital marketing mix.
Landing Pages Tools
There are several ways to create a landing page for your marketing campaign. I have listed a few tools below.
- Webpage on your site (Wix, WordPress, Squarespace)
- Email Automation service (MailChimp, Constant Contact)
- Landing Page Software (Unbounce, HubSpot, Instapage)
- Many more options are available – too many to list!
Where Can I Learn More About Landing Pages?
Neil Patel has a great video called, “Landing Page Hacks” – Patel offers a wealth of information in about 5 minutes, check the video out here: Landing Page Hacks by Neil Patel.
Unbounce’s article, “What is a Landing Page?” is well written and easy to understand and available at this link: What is a Landing Page?
MailChimp offers a step-by-step guide to creating a landing page here: Landing Page Creator.
Design Beautiful Landing Pages in Mailchimp. (n.d.). Retrieved June 9, 2020, from https://mailchimp.com/features/landing-pages/
Landing Page That Converts. (2018). Retrieved from https://www.youtube.com/watch?v=HJUm-MwLJMg
Landing Page Trends You Need to Know for 2020. (2019, November 11). Retrieved June 9, 2020, from https://growcode.com/blog/landing-page-trends/
Patel, N. P. N., & Amazon. (2019, March 21). How to Do A/B Testing With Landing Pages: A Complete Guide. Retrieved June 9, 2020, from https://www.crazyegg.com/blog/landing-page-ab-testing/
What Is a Landing Page? Landing Pages Explained. (2020, April 1). Retrieved June 9, 2020, from https://unbounce.com/landing-page-articles/what-is-a-landing-page/