This form almost always collects lead data, like the names and email addresses of visitors. Lead Generation Landing Pages: Also called “lead gen” or “lead capture” pages, these use a form as their call to action. You’ll see a lot of variation out there, depending on the specifics of the business, but there are really two archetypal landing page (defined by their goals): By using landing pages, you’ll convert more of your existing visitors and stretch those all-important resources (money and time, we mean) further. Running ads or email campaigns gets costly and search engine optimization can take a very long time. It’s doing a better job to convert the traffic the brand’s already getting. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into customers. The landing page for this customer serves a completely different purpose. From here, a visitor can go anywhere-apply for a job, read some press releases, review the terms of service, post on the community boards, etc.īut they won’t necessarily make a purchase. It shows off the brand, lets people explore a range of products, and offers additional info about the company and its values. That’s why expert marketers always use a dedicated landing page as the destination of their traffic. Having fewer links on your landing page increases conversions, as there are fewer tantalizing clickables that’ll carry visitors away from the call to action. While the homepage has dozens of potential distractions-you can basically call ’em “leaks” instead of links-the landing page is super focused. See how the homepage has tons of links and the landing page has only one? That’s pretty typical. (or Why Landing Pages Are So Freakin’ Good at Converting)īelow we’ve got a homepage and a landing page laid out side by side. The Key Difference Between a Homepage and a Landing Page At Unbounce, we use the term “landing page” to describe a campaign-specific page with just one single call to action and no website navigation. But not all destination pages are made equal. The term is used this way in Google Ads and Analytics, for instance.
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