Landing Pages Types and Features.
In the field of web design and website promotion, a concept such as landing pages (landing pages, landing pages) is often used. Different experts give different definitions of this concept, but in general, landing pages are considered to be 2 main groups of site pages: pages that visitors get to when entering the site, as well as pages on which visitors should convert. Today there are different types of landing pages, and each of these types has its own characteristics.
What is a Landing Page?
In the ideal case, the landing page is the page of the site that the visitor went to, found the necessary information on it and completed the conversion. In practice, unfortunately, this rarely happens, and sometimes between the entrance to the site and the transition to the conversion page, the visitor has to visit several more intermediate pages. And the longer this path is, the less and less chance that the visitor will nevertheless perform the desired action: subscribe to the newsletter, order a product or service, register, etc. To avoid this, you need to structure and design each landing page to pay maximum attention.
Types of Landing Pages.
Today, landing pages of sites are usually divided into different groups and types depending on the sources from which visitors are attracted, as well as the goals that are set for these pages. In addition, landing pages can be divided into views according to the level of nesting.
If we talk about the classification of landing pages according to the sources of attracting visitors, then, in this case, the landing pages can be divided into the search, referral, contextual. It is easy to guess that visitors click on links from search results to search landing pages, to links on various third-party sites to referral pages, and to links to contextual links that appear in contextual advertisements.
Depending on the goals, landing pages, in turn, can be divided into 2 main groups: information and sales. Moreover, selling means not only the pages on which you can make a purchase but also pages with service order forms, subscription forms, registration forms, etc. The group of selling landing pages is especially interesting to site owners.
The structure of a typical sales landing page typically includes a headline, a visual element, a text description, and a call to action. The location of these basic elements of the page, the ratio of their sizes, the contents – all this is carefully thought out by web designers with the obligatory consideration of usability requirements, as well as the requirements of search engine optimization. Some basic rules for creating sales landing pages are presented below:
the title on the page and the call to action (call to action – CTA) should be clearly visible;
within one landing page, there should not be more than 1 call to action
page design elements are positioned to direct the visitor’s gaze to the CTA;
the text on the page should be easy to read, should be clear, well structured.
Different types of landing pages require different approaches to creating, filling and optimizing, and therefore there is no universal “recipe” for developing such pages. In addition, it is important to take into account the individual characteristics of the site when developing them. So the solution to this question is best entrusted to professional web designers with the necessary knowledge and practical experience to create the most effective landing page models in each case.