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

Whether or not you’re a blogger, social media marketer, or paid marketer — you could have 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 all the time there for you, growing conversions, netting new leads, and driving visitors to the affords you’ve labored so exhausting to create.

However, to be trustworthy, there are a number of various kinds of touchdown pages, and never all of them serve the identical goal. Fortunately for you, we’re not solely going to interrupt down every sort of touchdown web page, however we collected new information 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 best.

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

• Leads by way of potential buyer contact info (44%)
• Clients or direct purchases (38%)
• E mail subscribers (10%)

Companies wish to hook up 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 steadily constructed. Nevertheless it’s essential 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%), pictures or graphics (36%), and social media sharing icons (31%) positively impression 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 wish 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 may acquire from a touchdown web page, however that relying on your corporation want, you’ll be able to embody components particular to your technique in case you use the fitting sort of touchdown web page to get there.

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

Whereas there are lots of implausible touchdown web page examples so that you can take a look at, not all touchdown pages serve the identical goal, lots of them obtain a wide range of targets.

1. Squeeze Web page

A staggering 90% of B2B entrepreneurs say electronic mail advertising is both very efficient or considerably efficient for reaching their targets, in response to 2022 HubSpot Blogs report. So it’s not stunning that squeeze pages are probably the most essential and efficient touchdown pages on the market.

A squeeze web page is one wherein the aim is to seize the person’s electronic mail deal with. After you have the deal with, you’ll be able to start to nurture that lead with related content material and different affords.

The commonest sort of squeeze web page is gated content material or a immediate to enter your electronic mail deal with to obtain a publication, book, whitepaper, or different content material supply.

Ensure your squeeze web page is easy, your CTA is tempting sufficient to get your person to surrender their electronic mail deal with, 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 web site.

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2. Splash Web page

A splash touchdown web page doesn’t all the time 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 person is shipped to an middleman web page: the splash web page.

This web page may share an announcement with the person, comparable to “We’ve simply unveiled new dates for our advertising convention!” It may additionally ask your person 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 person clicks on the advert.

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The splash web page above does two issues rather 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 indicate the person an advert.

3. Lead Seize Web page

A lead seize web page is just like a squeeze web page, however usually sources extra info. Identify, enterprise title, electronic mail deal with, job title, and business are just some issues these touchdown pages search to earn.

The data 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 shopper is within the funnel. In case your lead seize web page is high 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 must be capable of ask for extra info 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 should 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 seems 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 fee info 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 after 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 together with your supply above the fold. Take this web page, from Mailchimp, which explains their overarching advantages: instruments that flip viewers information into insights that may information campaigns.

Hooked already? Nice, as a result of a “Get Began” button awaits. Want extra convincing? Nicely, 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, however it’s essential to not neglect it. Ensure it efficiently unsubscribes your customers, affords 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 Entire Meals.

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In spite of everything, simply because they don’t wish to obtain your emails, doesn’t imply they may not wish to browse your web site. Think about including a “second likelihood” 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 just isn’t your good friend. You wish to consider each query your buyer might need for you, each barrier to buy they may face, and each profit they’ll take pleasure in by making a purchase order after 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 fitting time to use. Then you definately see the names of firms 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 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

For those who’re not sending clients who click on in your paid advertisements to the fitting touchdown web page, you’re throwing cash away. Usually, you wish to generate leads from these advertisements — not essentially gross sales.

For instance, whereas scrolling by way 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 offered 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 look, however it’s essential you make them look pretty much as good as potential — and be just right for you just a little as nicely. Get artistic with 404s, use humor to offset the error, and all the time 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 instrument. 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 should 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 methods to transfer ahead. The underside of the web page affords a reminder (and hyperlinks) to buy, observe, electronic mail, and be 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 total 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 in case you have one, and add a CTA that asks them for his or her electronic mail deal with in alternate for an electronic mail notification when your services or products is reside.

Picture Supply: MiEvent

12. Pricing Web page

For those who’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 probably the most closely optimized pages in your web site. Take this one, from Wistia, which clearly outlines their three tiered packages, with hyperlinks to extra info or to get began.

What I actually love about their pricing web page, nevertheless, are the 2 containers proper after a listing of options and earlier than a carousel of testimonials. They provide particular callouts for events who won’t fall throughout the wants of one of many three boilerplate pricing templates.

And if even these extra CTAs don’t converse to your wants, scroll all the way down to the underside and discover a CTA that provides clients the power 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 goal. It tells you what you already know, “You’ve downloaded the best whitepaper on the earth! Entry it right here.” Put your “Thank You” web page to work by together with extra affords or presents.

You’ve been given an unimaginable 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 following supply they ship my method.

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Methods to Select the Proper Touchdown Web page for Your Marketing campaign

Now that you simply perceive the most typical kinds of touchdown pages, the query stays: What are some finest 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 attempting to attain with this touchdown web page?“
2. “How are my opponents reaching these targets?“
3. “What are my viewers’s targets after 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 would like my viewers to do after they depart this web page?“

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

Quick-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 finest reserved for gross sales touchdown pages, click-through touchdown pages, and pricing pages. When you have an enormous ask of your buyer, you must most likely design a long-form touchdown web page.

So, what does this seem like in apply? Let’s say I’m making a brand-awareness marketing campaign for my new startup that facilitates pet snuggles for drained workplace staff (a woman can dream, proper?). My enterprise targets for this marketing campaign are to seize new leads (electronic mail addresses) and drive impressions.

My opponents 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’d select to run social media advertisements that includes huge pictures 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 electronic mail signups, I’ll embody a hyperlink to our weekly publication, which guarantees a roundup of the perfect 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 make sure 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.