If you are not familiar with landing pages, now is the time to jump in and look at your website marketing differently. If you promoted your homepage with your affiliates or advertised them, your were doing it all wrong. All your marketing should go through landing pages that are dedicated to marketed service or a product and have one focused call-to-action.
In this article, we’ll share some most effective landing pages you can build yourself with WordPress. But before we do that, let’s define a landing page and acknowledge two types of landing pages..
What is a Landing Page?
Shortly, landing page is a focused page, dedicated to promotion of specific action you want from your visitors. Landing page is usually different from overall website structure and layout. It does not include site header and footer content, so visitor does not get distracted by general links and content and only takes desired action. Marketing campaign conversions are measured by the conversion rate, i.e. the number of visitors who have completed a desired action divided by the total number of landing page visitors: # of Conversions / # of all Visitors = Conversion Rate
Types of Landing Pages
Each landing page falls into two categories: a Lead Generation and a Click Through landing page. Lead generation is designated to marketing to people to only catch their attention and sell them in the future. To do that you need to get their information, usually email, to which you can market them later. On the other hand, click through pages are not gathering any information from visitors and are only informing them to take certain action, usually to complete the sale.
EXAMPLES OF EFFECTIVE LANDING PAGES
Remember, lead generation landing pages are used to harvest contact information from your visitors to contact them later. Whereas, click through pages only direct customers to sales funnel. This page needs to excite visitor, so you need to add some incentives for the sign up, like “Sign up now and get a FREE 30 day trial”. Start with a splash slogan and finish with some testimonials from your existing customers. Lead pages usually require some sort of form, we recommend using Contact Form 7.
FiveStars has a simple landing page that attracts signups by promising a free trial and by listing many benefits of their reward program to hospitality managers. It completes the page with customer feedback.
Uber is basically a mobile phone app for getting or sharing a ride in a private car. To attract signups, their landing page promises a $30 discount for a first ride. Smart.
Even though Airbnb has stopped creating long-tail landing pages, their automatically generated landing pages for each major city are simple and effective. Landing page starts with general city information and unwraps with featured neighbourhoods. If they removed header and footer, it would be a great click through page.
Happy Oprah on a landing page is great recipe for any lead generation. I’ll have what she’s selling, even if I haven’t read the whole sweepstake offer.
Apple’s landing pages are all unique and very effective. What distinguishes them from other website’s pages is that each page on their website is focused and creates excitement. Environment landing page is a click through page that empowers the Apple brand and warms you up to buy their products.