8 Landing page types that will boost your conversion rate

Diving into the world of digital marketing, we explore the power of landing pages—a critical tool in boosting conversion rates. With an array of types available, understanding the nuances and effectiveness of each is key to unlocking their potential. From the strategic simplicity of click-through pages to the targeted approach of lead capture forms, each type serves a unique purpose in guiding visitors through the conversion funnel. 

This blog dives into 8 proven landing page types, offering insights into how they can significantly enhance your marketing efforts. Whether you’re aiming to increase sales, gather leads, or promote a product, selecting the right landing page type is crucial. 

Understanding click-through landing pages: Definition and purpose

Click-through landing pages, often overlooked, serve as quiet but influential gateways to a successful conversion journey. Designed to bridge the gap between the initial marketing message and eCommerce transaction, they focus on educating prospects about the offer rather than outright selling it.

Click-through pages are intentional nudges, convincing visitors to move further down the conversion funnel without overwhelming them with forms to fill in. They are crafted to present just enough information to keep the curiosity alive, spanning from product details to benefits, effectively cultivating a desire, encouraging action - the 'click-through'.

Step-by-step guide to creating an effective click-through landing page

Investing time and resources into your click-through landing page can pave the way for higher conversion rates. Here's a roadmap to design a compelling one.

• Define, align, and refine your offer: Begin by clearly defining the unique value proposition (UVP) - what sets your offer apart? Align this UVP with your target audience's needs and refine it until it resonates with them.

  
  

• Craft a compelling headline: Much like the opening scene of a movie, the headline has to capture attention instantly. Make it informative but also intriguing enough to draw readers into the details.

  
  

• Show, don't tell: Incorporate visual elements - photos, infographics, or even quick explainer videos. Images speak louder than words: use them to your advantage.

  
  

• A clear call to action: Aim for a simple and singular CTA. Avoid creating confusion or indecisiveness with multiple options.

  
  

• Always monitor and tweak: No click-through page is perfect at launch. Regularly monitor its performance, gather insights, and adopt a test-and-learn approach to make necessary tweaks.

Click-through landing page example: AG1

Athletic Greens, a supplement company, has a strong click-through landing page. With a clear headline, succinct benefits, and a clear offer, AG1 guides visitors toward unlocking their free one-year supply. 

Moving from the efficiency of click-through landing pages, we now turn our attention to lead-capture landing pages.

What are lead capture landing pages, and why are they important?

Lead capture landing pages, commonly referred to as opt-in pages, are specifically designed to gather information about your prospects. Their primary purpose is to convert website visitors into leads by collecting their contact information in exchange for valuable content or offers.

But why are these pages so critical? Simply, obtaining a prospect's data is like acquiring a golden ticket to reach out to them directly, opening up avenues to nurture relationships and eventually convert these leads into customers. Thus, they offer an initial stepping-stone to the sales process, facilitating the opportunity to turn mere interest into legitimate business.

Best practices for designing lead capture landing pages

When it comes to robust lead capture landing pages, design matters. The effectiveness of these pages often hinges on their design and content setup.

Firstly, craft a compelling headline. The headline is the first interaction your visitor will have with the page, and you want to make a good impression. It should be clear, engaging, and strongly related to the offer.

Secondly, ensure your landing page is free from distractions. This primarily means no extra navigation or links. The less distraction, the better the chance your visitors will fill out the form and convert.

Finally, don't forget about the call-to-action (CTA). It should be prominent and compelling, motivating the visitors to take action. Make sure it clearly communicates what they'll receive in exchange for their details.

Lead capture landing page example: Houseplant

Houseplant, a smoking accessories and home goods brand, uses this lead capture page to encourage shoppers to give their email so that they can be notified when their new product is available. This page makes shoppers feel like by signing up - they will be in an exclusive group, which will encourage conversion on this form. This is a common type of landing page for e-commerce brands. 

Now that we’ve covered the two basic types of landing pages (click-through and lead capture) let’s dive into another popular landing page type: sales landing pages. 

The role of sales landing pages in eCommerce

One cannot underestimate the power of a strong sales landing page. It effectively lowers the click-to-door cycle by giving customers exactly what they need at the very onset. Additionally, it builds credibility for your e-commerce business and distinctively positions your products against competitors.

Additionally, an aspect that's often disregarded is how these pages cut through the noise. Internet users are continually bombarded with information. This goldfish-like attention span demands a solution that's succinct yet powerful – cue in sales landing pages.

Key elements of a high-converting sales landing page

Sales landing pages, when done right, are designed to guide the visitor to an intended action. To do so, they must be convincing and intuitive. Here are a few critical points for a high-converting landing page.

The cornerstone of any high-converting landing page is its relevance to the visitor's need. It means that your page content should align with the corresponding ads and promises made there. Irrelevant content results in a higher bounce rate, leading to lost sales opportunities.

The design of a sales landing page is equally crucial. It should not be cluttered and must prioritize the most critical information. Clear and persuasive call-to-actions (CTAs) guide the customer through their purchasing journey.

Also, establishing trust plays a critical role. It can be achieved through genuine customer testimonials, security badges, or money-back guarantee stamps. Trust elements help overcome the buyer's inherent skepticism, nudging them to click 'buy now'.

Sales landing page example: Pretty Litter

Pretty Litter includes all the key elements of a successful sales landing page: 

• Clear messaging and CTA

• Trust elements: “Featured on” section, risk-free guarantees, Veterinarian Seal of Approval, product ratings, etc. 

• Social proof: embedded testimonials and Instagram posts

Every element of this page is aimed at converting visitors into customers. 

This example underscores the importance of thoughtfully designed sales landing pages in converting potential customers into paying ones. 

Running successful PPC campaigns demands that we channel benefits across the conversion funnel. If your customer can't connect with your product, landing page conversions will drop like flies. Therefore, a good sales-focused landing page is instrumental for any e-commerce business.

Splash landing pages: What they are and when to use them

Splash landing pages are a specific type of landing page designed to create an initial impact. Unlike sales landing pages, where the aim is to convince the visitor to make a purchase, splash landing pages serve as a welcome or introductory page, giving users an overview before they proceed to the main website. They carry a more visual rather than text-heavy appeal and are perfect for conveying your brand message or highlighting a special promotion.

Splash landing pages showcase the best of your brand and create an immediate impression. These pages are particularly effective for B2B businesses that need to provide potential clients with a striking, engaging, and concise snapshot of their brand or product. Use them when you want to highlight key features, announce new products or services, or captivate your audience with your brand image.

Tips for designing an engaging splash landing page

Creating an enticing splash landing page requires a keen understanding of your audience's needs and expectations. Keep the design clean and the message clear and concise. Here are three important tips to help you design engaging splash landing pages:

1. Focus on the visual: Lavish your splash landing page with attractive visual content. Use high-quality images and videos to immediately catch the user's attention and encourage them to explore further.

   
   

2. Keep it minimal: The purpose of a splash landing page is to entice, not to overwhelm. So, keep your content minimal and easy to digest. Too much text can distract the user and detract from the overall user experience.

   
   

3. Include a call-to-action (CTA): Your splash landing page should have a clear goal. Whether it's to inform, educate, or move visitors towards a specific action, ensure your CTA button is prominent and the user journey fuss-free.

Splash landing pages example: Zara

Zara’s splash landing page ensures the initial touchpoint with a user is memorable (with beautiful visuals) and localized to their specific needs (country and language), creating the foundation for a positive user journey throughout the rest of the website.

A well-crafted splash landing page not only enhances your user experience but also sets the stage for higher conversion rates. 

Understanding the role of other landing page types

Now that we’ve covered a few of the most common landing pages in depth, let’s discuss the role of a few other popular landing page types: 

Product detail pages: Showcasing your products effectively

Product detail pages act as the protagonists of your online shop. It provides comprehensive information about a product, bolstering the customer's confidence in making a purchase decision.

These pages serve dual purposes; they not only convince your potential customers about the product's value but also provide a smooth transition to purchase the product directly. By supplementing product photos with thrilling descriptions, specifications, and customer reviews, you augment your chances of increasing your conversion rates.

Homepage as a landing page: When and how to use it

Ironically, your homepage cannot often serve as the best landing page. But there are exceptions.

A homepage morphs into a landing page when you market to existing customers or referrals. For instance, past customers are familiar with your products and layouts, reducing the need for introduction. This familiarity allows your homepage to act as a perfectly tailored landing page catering to such an audience.

Using your homepage as a landing page also works when you cater to multiple diverse customer segments. In such cases, your homepage can be designed to direct different customer types to the most relevant pages, increasing the odds of conversion.

Viral landing pages: Spreading the word about your brand

Viral landing pages capitalize on emotive, shareable content that can spread across the internet rapidly. They are designed with the intent of propagating your brand's message or content organically through social sharing.

The goal is to trigger an emotional response that motivates users to share the content, consequently spreading your brand. Through this strategy, you tap into new audience segments without significant marketing expenditure.

Mobile landing pages: Catering to the mobile-first generation

The pervasiveness of smartphones necessitates the significance of mobile landing pages. Mobile landing pages that are optimized for small screens, fast load times, and simple navigation increase engagement rates.

Focusing on mobile optimization is indispensable, considering the ever-increasing mobile internet usage. By adopting a mobile-responsive design, clear CTAs, and reducing unnecessary elements, you can enhance your mobile landing pages' conversion potential.

Choosing the right landing page type for your goals

Selecting a landing page type isn't as simple as picking the most aesthetically pleasing design. It's about aligning the page with your business goals and understanding the user journey. Keep these factors in mind:

• Target audience: Your landing page should speak directly to your target audience. If your product serves multiple demographics, consider creating different landing pages for each segment.

  
  

• Marketing goal: What's the purpose of your page? To generate leads? Promote a product? The landing page you choose should align with your goals.

  
  

• User experience: From loading speeds to navigation, the user experience on your landing page can make or break conversions. Choose a page that offers a seamless journey for your visitors.

Matching landing page types with marketing objectives

Aligning landing page types with your marketing objectives is key to converting visitors into customers. Here are some insights on how to match the two effectively:

• Product detail pages for sales: When your objective is to sell products, product detail pages are your greatest ally. They provide essential information that persuades customers to buy.

  
  

• Squeeze pages for lead generation: Looking to gather email addresses or contact information from potential customers? Squeeze pages are your go-to.

  
  

• Splash pages for announcements: If you have a new product, service, or announcement to make, splash pages are an excellent choice. They provide temporary but impactful, content designed to make news.

By thoughtfully considering these factors and aligning your goals with the appropriate landing pages, you're poised to optimize your conversion rates. Empowering yourself with these strategies enables efficient usage of resources and ensures every decision carries deliberate intent towards success.

Common mistakes to avoid when designing landing pages

Having discussed how to choose the right landing page type for your goals, it's essential to make sure you are not falling prey to common design mistakes. Three critical areas often overlooked are the problems of overloading landing pages with information, not optimizing for mobile devices, and disregarding the importance of A/B testing.

Overloading the page with information

The idea of a landing page is to guide visitors toward a specific action, but overloading the page with irrelevant or excessive information often pushes them away. Although it might seem like a good idea to cover all bases and provide "all the information," it can be overwhelming and counterproductive. 

Messages can get lost in the overload, and instead of stimulating action, information-saturated landing pages can confuse visitors and lead to the dreaded bounce. Tailor your content to speak directly to your target audience's needs and preferences, using crisp, concise, and relevant information that quickly communicates your value proposition. With every piece of content, ask yourself, "Does this help my visitor make a decision?" If the answer is "No," keep it off your landing page.

Neglecting mobile optimization

In our digital age, where around 50% of worldwide internet traffic originates from mobile devices, you can't afford to ignore mobile optimization. 

A landing page that performs sub-optimally on a mobile device not only offers a poor user experience but also risks damaging your brand image. Responsive design, fast loading times, and easy navigation are only some of the aspects of mobile optimization you must consider when designing your landing page. Remember, if your target audience can't seamlessly interact with your webpage on their mobile device, they likely won't stick around, let alone convert.

Ignoring the importance of A/B testing

A/B testing your Shopify landing pages is one of the most powerful tools for boosting conversions. It involves creating two versions of your landing page with different elements (like a different CTA color, headline, or image) and then identifying which one performs better. 

By letting actual user behavior guide your design decisions, you can continuously optimize your landing pages to maximize conversions. Yet surprisingly, many businesses ignore the power of A/B testing. Whether it's due to time constraints or lack of resources, failing to A/B test is like leaving money on the table.

Each landing page you create offers an opportunity to learn and improve. Leveraging that requires an understanding of A/B testing and a commitment to data-driven design. Don't make the mistake of relying only on your "gut feel" for web page design. Start testing and let the data guide your decisions.

Understanding and avoiding these common landing page design mistakes can drastically improve your conversions. It doesn't end here, though. Even after mastering the art of landing page design and avoiding these common pitfalls, there is always more to learn as you strive to optimize and refine your strategy.

Conclusion

So, which landing page are you supercharging your business with next? Could it be the familiar lead capture form or the innovative video landing page style? They’re all here at your fingertips, ready to embrace your brand's uniqueness and highlight your products. 

With Instant, you can easily build landing pages without the need for code or technical expertise. Just drag and drop pre-built sections onto a visual canvas, then customize it to fit your brand. 

Remember, landing pages are not static but rather dynamic and evolving. Test, tweak, retest, and push your boundaries. Your visitors will thank you, rewarding you with loyalty, trust, and hopefully their money!