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

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, rising conversions, netting new leads, and driving visitors to the affords you’ve labored so arduous to create.

However, to be sincere, there are numerous 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 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 components and methods have been simplest.

When requested, “What are you mostly attempting to generate with touchdown pages?” the highest three responses have been to realize:

• Leads via potential buyer contact data (44%)
• Clients or direct purchases (38%)
• Electronic mail subscribers (10%)

Companies need to connect with clients and acquire the power to both information them on to buy or so as to add them to a subscription the place curiosity may be progressively constructed. Nevertheless it’s vital to contemplate {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%), 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 probably 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 completely different outcomes that advertising and promoting professionals might acquire from a touchdown web page, however that relying on your enterprise want, you possibly can embrace components particular to your technique if you happen to use the best kind of touchdown web page to get there.

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

Whereas there are various implausible touchdown web page examples so that you can try, not all touchdown pages serve the identical goal, lots of them obtain quite a lot of aims.

1. Squeeze Web page

A staggering 90% of B2B entrepreneurs say electronic mail advertising is both very efficient or considerably efficient for reaching their objectives, in accordance with 2022 HubSpot Blogs report. So it’s not shocking that squeeze pages are one of the vital vital and efficient touchdown pages on the market.

A squeeze web page is one during which the aim is to seize the consumer’s electronic mail handle. Upon getting the handle, you possibly can start to nurture that lead with related content material and different affords.

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

Ensure that your squeeze web page is easy, your CTA is tempting sufficient to get your consumer to surrender their electronic mail handle, and also you make it straightforward 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 aim. 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 consumer is shipped to an middleman web page: the splash web page.

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

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The splash web page above does two issues very well: First, it affords a countdown to the top of the advert and the power to simply click on to the article as soon as the advert is completed. Second, it serves a transparent goal — to point out the consumer an advert.

3. Lead Seize Web page

A lead seize web page is just like a squeeze web page, however usually sources extra data. Identify, enterprise title, electronic mail handle, job title, and trade 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, 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) it’s best to be capable to ask for extra data to assist qualify and direct them.

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4. Click on-Via 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 gives that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.

Usually, this appears to be like 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 cost 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 beneath, you see the click-through touchdown web page, after which the cost touchdown web page clients are despatched to once 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 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 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 vital to not neglect it. Ensure that it efficiently unsubscribes your customers, affords them an opportunity to handle their preferences or modify the cadence, and contemplate 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 need to obtain your emails, doesn’t imply they won’t need to browse your website. Think about 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 is just not your buddy. You need to consider each query your buyer might need for you, each barrier to buy they could face, and each profit they’ll get pleasure from 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 could be the best 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 hitch 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 needs to be detailed and lack the minimalism of, say, a squeeze web page, just because your aim for the web page is to shut enterprise.

8. Paid Promoting Touchdown Web page

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

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

After 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 moderately than tells me why INBOUND is completely different and priceless.

9. 404 Touchdown Web page

404s are by no means an excellent look, however it’s vital you make them look pretty much as good as potential — and be just right for you 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 consumer 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 must 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 in addition they let the reader know learn how to transfer ahead. The underside of the web page affords a reminder (and hyperlinks) to buy, comply with, electronic mail, and be a part of the corporate, and an electronic 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 you probably have one, and add a CTA that asks them for his or her electronic mail handle in trade for an electronic mail notification when your services or products is dwell.

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12. Pricing Web page

When you’re unveiling new pricing or product tiers, you may contemplate pushing clients to your pricing touchdown web page. Regardless, your pricing web page needs to be one of the vital 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 packing containers proper after an inventory of options and earlier than a carousel of testimonials. They provide particular callouts for events who may not fall inside 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 gives clients the power to “Select your personal journey.”

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13. “Thank You” Touchdown Web page

Too typically, 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 further affords or presents.

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 higher craft the following supply they ship my manner.

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

Now that you simply perceive the most typical sorts of touchdown pages, the query stays: What are some greatest practices for selecting the best LP in your subsequent marketing campaign?

Start by asking your self these questions:

1. “What are the enterprise objectives I’m attempting to realize with this touchdown web page?“
2. “How are my rivals reaching these objectives?“
3. “What are my viewers’s objectives 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 objectives, contemplate whether or not it needs 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 shopper.

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

So, what does this appear 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 staff (a lady can dream, proper?). My enterprise objectives for this marketing campaign are to seize new leads (electronic mail addresses) and drive impressions.

My rivals are working social media campaigns driving clients again to a gross sales touchdown web page. However since impressions and leads are my aim (not purchases), I would select to run social media adverts that includes huge photographs 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 electronic mail signups, I’ll embrace a hyperlink to our weekly e-newsletter, which guarantees a roundup of the most effective pet pics accessible.

Select the Proper Touchdown Web page for Your Subsequent Marketing campaign

So are you able to put all of this data 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 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 be aware: This text was initially printed in June 2019 and has been up to date for comprehensiveness.