13 Touchdown Web page Sorts to Take a look at & Decide for a Marketing campaign (+New Knowledge)

Whether or not you’re a blogger, social media marketer, or paid marketer — you’ve gotten a wholesome relationship with the touchdown web page. Generally, you may undergo tough patches the place you marvel why touchdown pages exist. However they’re at all times there for you, rising conversions, netting new leads, and driving visitors to the presents you’ve labored so exhausting to create.

However, to be sincere, there are plenty of several types of touchdown pages, and never all of them serve the identical goal. Fortunately for you, we’re not solely going to interrupt down every kind of touchdown web page, however we collected new information that will help you decide the one that may make your subsequent marketing campaign profitable.

We surveyed 101 advertising and promoting professionals to study which touchdown web page components and techniques had been handiest.

When requested, “What are you mostly making an attempt to generate with touchdown pages?” the highest three responses had been to achieve:

• Leads by potential buyer contact data (44%)
• Clients or direct purchases (38%)
• E-mail subscribers (10%)

Companies wish to connect with clients and achieve the flexibility to both information them on to buy or so as to add them to a subscription the place curiosity could be progressively constructed. But it surely’s essential to think about {that a} touchdown web page by itself will not be sufficient to transform — the weather on the web page contribute to that success.

Surveyors additionally shared that multimedia components like movies (39%), pictures or graphics (36%), and social media sharing icons (31%) positively affect conversion charges with current on a touchdown web page. The extra interactive or participating that you just make an internet site, the extra doubtless guests will wish to spend extra time on web page and digest extra of the data, product, or service you are providing.

This survey not solely confirmed the totally different outcomes that advertising and promoting professionals might achieve from a touchdown web page, however that relying on your small business want, you’ll be able to embody components particular to your technique in the event you use the correct kind of touchdown web page to get there.

As we undergo every kind of touchdown web page, keep in mind this data to make sure you’re leveraging the correct one in your subsequent marketing campaign.

Whereas there are various implausible touchdown web page examples so that you can take a look at, not all touchdown pages serve the identical goal, lots of them obtain a wide range of targets.

1. Squeeze Web page

A staggering 90% of B2B entrepreneurs say e-mail advertising is both very efficient or considerably efficient for reaching their objectives, based on 2022 HubSpot Blogs report. So it’s not stunning that squeeze pages are one of the crucial essential and efficient touchdown pages on the market.

A squeeze web page is one by which the purpose is to seize the person’s e-mail deal with. Upon getting the deal with, you’ll be able to start to nurture that lead with related content material and different presents.

The commonest kind of squeeze web page is gated content material or a immediate to enter your e-mail deal with to obtain a e-newsletter, e-book, whitepaper, or different content material provide.

Be sure your squeeze web page is easy, your CTA is tempting sufficient to get your person to surrender their e-mail deal with, and also you make it simple for customers to click on out of the web page and onto the content material that introduced them to your website.

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2. Splash Web page

A splash touchdown web page doesn’t at all times have lead seize as the primary purpose. These pages are sometimes used when somebody clicks a social media or content material hyperlink. As an alternative of being despatched on to the article or social media vacation spot, the person is distributed to an middleman web page: the splash web page.

This web page may share an announcement with the person, similar to “We’ve simply unveiled new dates for our advertising convention!” It may also ask your person for a language choice or to enter their age. The splash web page may also current an advert, which the writer advantages from, if the person clicks on the advert.

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The splash web page above does two issues rather well: First, it presents a countdown to the tip of the advert and the flexibility to simply click on to the article as soon as the advert is completed. Second, it serves a transparent goal — to indicate the person an advert.

3. Lead Seize Web page

A lead seize web page is just like a squeeze web page, however typically sources extra data. Identify, enterprise title, e-mail deal with, job title, and business are just some issues these touchdown pages search to earn.

The knowledge you request will depend on the objectives for the web page and people of your gross sales and advertising groups, in addition to the place the shopper is within the funnel. In case your lead seize web page is prime of the funnel, step away from the eight-lined type, please.

If, nonetheless, your buyer is touchdown in your lead seize web page after demonstrating actual curiosity in your product/service (i.e., they downloaded two case research) you need to be capable to ask for extra data to assist qualify and direct them.

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4. Click on-By means of Touchdown Web page

Each marketer is aware of you have to present worth to your buyer earlier than asking them for cash. A click-through touchdown web page gives that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.

Usually, this seems to be like a touchdown web page that shares the advantages and options of your product/service with a CTA button encouraging your buyer to strive a free trial. As soon as they click on on that button, they’re taken to a different touchdown web page which gives pricing particulars and requires fee data to start the trial.

By the point your buyer lands on this web page, nonetheless, they’re primed and educated on why they need to transfer ahead with the trial. Within the examples under, you see the click-through touchdown web page, after which the fee touchdown web page clients are despatched to after they determine to embark on a free trial.

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5. “Get Began” Touchdown Web page

A “Get Began” touchdown web page ought to lead along with your provide above the fold. Take this web page, from Mailchimp, which explains their overarching advantages: instruments that flip viewers information into insights that may information campaigns.

Hooked already? Nice, as a result of a “Get Began” button awaits. Want extra convincing? Nicely, the main points comply with as you scroll a feature- and benefit-laden touchdown web page.

Get began with HubSpot’s Marketing campaign Assistant your self

6. “Unsubscribe” Touchdown Web page

Clearly, you’re not going to construct a marketing campaign round your unsubscribe web page, however it’s essential to not neglect it. Be sure it efficiently unsubscribes your customers, presents them an opportunity to handle their preferences or modify the cadence, and think about together with hyperlinks to different areas of your web site, like this instance from Entire Meals.

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In spite of everything, simply because they don’t wish to obtain your emails, doesn’t imply they may not wish to browse your website. Contemplate including a “second probability” button that prompts customers to resubscribe in case they get chilly ft.

7. Lengthy-form Gross sales Touchdown Web page

On a long-form gross sales touchdown web page, brevity just isn’t your pal. You wish to consider each query your buyer may need for you, each barrier to buy they could face, and each profit they’ll take pleasure in by making a purchase order after they scroll to the underside of the web page.

Take this instance, from Seth Godin’s altMBA.

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It begins with an informative video that tells you why now’s the correct time to use. Then you definitely see the names of corporations and footage of scholars who’ve benefited from the course.

Quotes comply with, together with hyperlinks to affix mailing lists, study extra about this system, and browse testimonials. Lastly, on the backside of the web page is a CTA button for the appliance, and program dates that add a way of urgency.

A gross sales touchdown web page must be detailed and lack the minimalism of, say, a squeeze web page, just because your purpose for the web page is to shut enterprise.

8. Paid Promoting Touchdown Web page

Should you’re not sending clients who click on in your paid adverts to the correct touchdown web page, you’re throwing cash away. Typically, you wish to generate leads from these adverts — not essentially gross sales.

For instance, whereas scrolling by Instagram, I clicked on this advert from HubSpot’s coming INBOUND conference.

Once I clicked on the advert, I used to be taken to this squeeze web page:

The advert didn’t take me to a web page filled with element overload, it landed me strategically on a web page that introduced tickets.

It additionally featured a brief description of the itinerary with visuals that immediately seize my consideration and reveals worth reasonably than tells me why INBOUND is totally different and priceless.

9. 404 Touchdown Web page

404s are by no means a great look, however it’s essential you make them look nearly as good as attainable — and give you the results you want a bit of as effectively. Get artistic with 404s, use humor to offset the error, and at all times direct your viewers to your homepage or different impartial touchdown web page.

Then, put your 404 touchdown web page to work as a lead era instrument. Take our personal 404 web page, right here at HubSpot. We provide the person three choices: go to our weblog, study extra about our software program, or join a free demo.

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10. “About Us” Touchdown Web page

Your “About Us” web page doesn’t need to be a useless finish. Make this touchdown web page a lead era web page as effectively. Take this instance from make-up firm, Glossier.

They pack their “About Us” web page with loads of historical past, imaginative and prescient, and mission, however additionally they let the reader know the right way to transfer ahead. The underside of the web page presents a reminder (and hyperlinks) to buy, comply with, e-mail, and be a part of the corporate, and an e-mail subscription provide captures emails.

Picture Supply: Glossier

11. “Coming Quickly” Web page

Launching an thrilling new product quickly however aren’t fairly able to reveal the complete provide — or the unfinished touchdown web page? Arrange a easy “Coming Quickly” touchdown web page as an alternative.

Tease your provide, present a launch date you probably have one, and add a CTA that asks them for his or her e-mail deal with in change for an e-mail notification when your services or products is dwell.

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12. Pricing Web page

Should you’re unveiling new pricing or product tiers, you may think about pushing clients to your pricing touchdown web page. Regardless, your pricing web page must be one of the crucial closely optimized pages in your website. Take this one, from Wistia, which clearly outlines their three tiered packages, with hyperlinks to extra data or to get began.

What I actually love about their pricing web page, nonetheless, are the 2 packing containers proper after a listing of options and earlier than a carousel of testimonials. They provide particular callouts for events who may not fall throughout the wants of one of many three boilerplate pricing templates.

And if even these extra CTAs don’t converse to your wants, scroll all the way down to the underside and discover a CTA that provides clients the flexibility to “Select your individual journey.”

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13. “Thank You” Touchdown Web page

Too usually, a “Thank You” web page serves no actual goal. It tells you what you already know, “You’ve downloaded the best whitepaper on this planet! Entry it right here.” Put your “Thank You” web page to work by together with extra presents or items.

You’ve been given an unimaginable alternative to offer extra worth to a extremely motivated, already-interested buyer. Don’t waste it.

Take this instance — one other one from HubSpot. I downloaded the 2023 State of AI Report, and the “Thank You” web page allowed me to take a look at HubSpot’s new AI instruments to scale my advertising efforts.

The shape I fill out to obtain this recommendation asks for various, extra detailed, details about my enterprise wants, permitting HubSpot to raised craft the following provide they ship my approach.

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How one can Select the Proper Touchdown Web page for Your Marketing campaign

Now that you just perceive the most typical varieties of touchdown pages, the query stays: What are some finest practices for choosing the proper LP in your subsequent marketing campaign?

Start by asking your self these questions:

1. “What are the enterprise objectives I’m making an attempt to realize with this touchdown web page?“
2. “How are my opponents attaining these objectives?“
3. “What are my viewers’s objectives after they land on this web page?”
4. “How did my viewers get to this web page (i.e., what motion or motivation introduced them right here)?“
5. “What do I need my viewers to do after they go away this web page?“

When you perceive the web page’s objectives, think about whether or not it must be a short- or long-form touchdown web page.

Brief-form touchdown pages lend themselves effectively to squeeze touchdown pages, “Thank You” touchdown pages, and “Unsubscribe” touchdown pages. These pages require a small ask or present a small service to the shopper.

Lengthy-form touchdown pages are finest reserved for gross sales touchdown pages, click-through touchdown pages, and pricing pages. You probably have a giant ask of your buyer, you need to in all probability design a long-form touchdown web page.

So, what does this appear like in follow? Let’s say I’m making a brand-awareness marketing campaign for my new startup that facilitates pet snuggles for drained workplace employees (a lady can dream, proper?). My enterprise objectives for this marketing campaign are to seize new leads (e-mail addresses) and drive impressions.

My opponents are operating social media campaigns driving clients again to a gross sales touchdown web page. However since impressions and leads are my purpose (not purchases), I would select to run social media adverts that includes large pictures of snuggling puppies.

When clients click on my adverts, they’re questioning what these cute puppies are about, so I’ll take them to my “About Us” web page to inform them extra about SnugglePups Inc. As a result of I’m additionally hoping to drive e-mail signups, I’ll embody a hyperlink to our weekly e-newsletter, which guarantees a roundup of the very best pet pics obtainable.

Select the Proper Touchdown Web page for Your Subsequent Marketing campaign

So are you able to put all of this information to make use of? Not all touchdown pages are the identical or serve the identical goal. It is as much as you to determine what you need clients to see and work together with, so make sure that they land on a web page that captures their consideration, will get them in your pipeline, and retains them wanting extra.

Editor’s observe: This text was initially printed in June 2019 and has been up to date for comprehensiveness.