13 Touchdown Web page Varieties to Check & Decide for a Marketing campaign (+New Information)

Whether or not you’re a blogger, social media marketer, or paid marketer — you have got a wholesome relationship with the touchdown web page. Typically, you may undergo tough patches the place you surprise why touchdown pages exist. However they’re at all times there for you, growing conversions, netting new leads, and driving site visitors to the provides you’ve labored so onerous to create.

However, to be sincere, there are lots of various kinds of touchdown pages, and never all of them serve the identical objective. Fortunately for you, we’re not solely going to interrupt down every sort of touchdown web page, however we collected new knowledge that can assist you choose the one that may make your subsequent marketing campaign profitable.

We surveyed 101 advertising and promoting professionals to study which touchdown web page parts and methods had been best.

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

• Leads by means of potential buyer contact data (44%)
• Prospects or direct purchases (38%)
• Electronic mail subscribers (10%)

Companies need 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 steadily constructed. But it surely’s vital to contemplate {that a} touchdown web page by itself is probably not sufficient to transform — the weather on the web page contribute to that success.

Surveyors additionally shared that multimedia parts like movies (39%), photographs or graphics (36%), and social media sharing icons (31%) positively affect conversion charges with current on a touchdown web page. The extra interactive or partaking that you simply make a web site, the extra seemingly guests will need 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 enterprise want, you may embrace parts particular to your technique for those who use the best sort of touchdown web page to get there.

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

Whereas there are numerous improbable touchdown web page examples so that you can try, not all touchdown pages serve the identical objective, lots of them obtain quite a lot 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 targets, in line with 2022 HubSpot Blogs report. So it’s not shocking that squeeze pages are one of the crucial vital 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 handle. After getting the handle, you may start to nurture that lead with related content material and different provides.

The commonest sort of squeeze web page is gated content material or a immediate to enter your e mail handle to obtain a e-newsletter, e-book, whitepaper, or different content material supply.

Be sure your squeeze web page is straightforward, your CTA is tempting sufficient to get your person to surrender their e mail handle, 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, corresponding 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 provides 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 objective — to indicate the person an advert.

3. Lead Seize Web page

A lead seize web page is much like a squeeze web page, however typically sources extra data. Identify, enterprise title, e mail handle, job title, and trade are only a few issues these touchdown pages search to earn.

The knowledge you request is determined by the targets for the web page and people of your gross sales and advertising groups, in addition to the place the client 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, nevertheless, 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 could present worth to your buyer earlier than asking them for cash. A click-through touchdown web page supplies that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.

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

By the point your buyer lands on this web page, nevertheless, 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 once they resolve 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 together with your supply above the fold. Take this web page, from Mailchimp, which explains their overarching advantages: instruments that flip viewers knowledge into insights that may information campaigns.

Hooked already? Nice, as a result of a “Get Began” button awaits. Want extra convincing? Effectively, the small print observe 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, nevertheless it’s vital to not neglect it. Be sure it efficiently unsubscribes your customers, provides them an opportunity to handle their preferences or regulate the cadence, and contemplate together with hyperlinks to different areas of your web site, like this instance from Complete Meals.

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

7. Lengthy-form Gross sales Touchdown Web page

On a long-form gross sales touchdown web page, brevity will not be your pal. You need 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 once 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 best time to use. You then see the names of corporations and photos of scholars who’ve benefited from the course.

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

A gross sales touchdown web page ought to 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

If you happen to’re not sending clients who click on in your paid advertisements to the best touchdown web page, you’re throwing cash away. Typically, you need to generate leads from these advertisements — not essentially gross sales.

For instance, whereas scrolling by means of 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 stuffed 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 exhibits worth slightly than tells me why INBOUND is totally different and helpful.

9. 404 Touchdown Web page

404s are by no means look, nevertheless it’s vital you make them look pretty much as good as attainable — and give you the results you want a bit as nicely. 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 technology device. 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 technology web page as nicely. 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 way to transfer ahead. The underside of the web page provides a reminder (and hyperlinks) to buy, observe, e mail, and be a part of the corporate, and an e mail subscription supply 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 supply — or the unfinished touchdown web page? Arrange a easy “Coming Quickly” touchdown web page as an alternative.

Tease your supply, present a launch date when you have one, and add a CTA that asks them for his or her e mail handle in trade for an e mail notification when your services or products is stay.

Picture Supply: MiEvent

12. Pricing Web page

If you happen to’re unveiling new pricing or product tiers, you may contemplate pushing clients to your pricing touchdown web page. Regardless, your pricing web page ought to 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, nevertheless, are the 2 containers proper after an inventory 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 further CTAs don’t communicate to your wants, scroll right down to the underside and discover a CTA that provides clients the flexibility to “Select your personal journey.”

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13. “Thank You” Touchdown Web page

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

You’ve been given an unbelievable alternative to supply 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 higher craft the subsequent supply they ship my approach.

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Learn how to Select the Proper Touchdown Web page for Your Marketing campaign

Now that you simply perceive the commonest kinds of touchdown pages, the query stays: What are some greatest practices for selecting the best LP to your subsequent marketing campaign?

Start by asking your self these questions:

1. “What are the enterprise targets I’m making an attempt to attain with this touchdown web page?“
2. “How are my rivals reaching these targets?“
3. “What are my viewers’s targets once 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 once they go away this web page?“

When you perceive the web page’s targets, contemplate whether or not it ought to be a short- or long-form touchdown web page.

Brief-form touchdown pages lend themselves nicely 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 client.

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

So, what does this seem like in observe? 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 targets for this marketing campaign are to seize new leads (e mail addresses) and drive impressions.

My rivals 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’d select to run social media advertisements that includes massive photographs of snuggling puppies.

When clients click on my advertisements, 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 embrace 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 objective. It is as much as you to resolve what you need clients to see and work together with, so be certain that they land on a web page that captures their consideration, will get them in your pipeline, and retains them wanting extra.

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