13 Landing Page Types to Test & Pick for a Campaign (+New Data)

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

However, to be trustworthy, there are a number of several types of touchdown pages, and never all of them serve the identical function. 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.

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

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

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

Companies wish to connect with prospects and achieve the power to both information them on to buy or so as to add them to a subscription the place curiosity could be progressively constructed. But it surely’s essential to contemplate {that a} touchdown web page by itself might not be sufficient to transform — the weather on the web page contribute to that success.

What landing page elements positively impact conversion rate

Surveyors additionally shared that multimedia components like movies (39%), photographs or graphics (36%), and social media sharing icons (31%) positively impression conversion charges with current on a touchdown web page. The extra interactive or participating that you simply make a web site, the extra probably guests will wish to spend extra time on web page and digest extra of the knowledge, product, or service you are providing.

This survey not solely confirmed the completely different outcomes that advertising and marketing and promoting professionals might achieve from a touchdown web page, however that relying on your enterprise want, you may embody components particular to your technique in case you use the appropriate 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 appropriate one to your subsequent marketing campaign.

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

1. Squeeze Web page

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

A squeeze web page is one during which the objective is to seize the person’s e mail deal with. Upon getting the deal with, you may 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 e mail deal with to obtain a e-newsletter, e-book, whitepaper, or different content material supply.

Be certain that your squeeze web page is straightforward, your CTA is tempting sufficient to get your person to surrender their e mail deal with, 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.

types of landing pages: squeeze page

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2. Splash Web page

A splash touchdown web page doesn’t at all times have lead seize as the primary objective. These pages are sometimes used when somebody clicks a social media or content material hyperlink. As a substitute 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, corresponding to “We’ve simply unveiled new dates for our advertising and marketing convention!” It may also ask your person for a language desire 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.
types of landing pages: splash page

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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 function — to point out 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 data. Title, enterprise identify, e mail deal with, job title, and trade are just some issues these touchdown pages search to earn.

The knowledge you request is determined by the objectives for the web page and people of your gross sales and advertising and marketing 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) you must have the ability to ask for extra data to assist qualify and direct them.

types of landing pages: lead capture page

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4. Click on-Via Touchdown Web page

Each marketer is aware of you need to present worth to your buyer earlier than asking them for cash. A click-through touchdown web page offers that worth with out pummeling your buyer with a “Purchase Now” button earlier than they’re prepared.

Typically, this seems to be 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 offers 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 prospects are despatched to once they determine to embark on a free trial.types of landing pages: click-through landing page

click-through page example

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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? Properly, the main points observe as you scroll a feature- and benefit-laden touchdown web page.

types of landing pages: get started landing page

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6. “Unsubscribe” Touchdown Web page

Clearly, you’re not going to construct a marketing campaign round your unsubscribe web page, nevertheless it’s essential to not neglect it. Be certain that it efficiently unsubscribes your customers, affords them an opportunity to handle their preferences or alter the cadence, and think about together with hyperlinks to different areas of your web site, like this instance from Complete Meals.

types of landing pages: unsubscribe landing page

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In spite of everything, simply because they don’t wish to obtain your emails, doesn’t imply they won’t wish to browse your website. Contemplate 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 isn’t your pal. You wish 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. types of landing pages: long-form sales landing page

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It begins with an informative video that tells you why now’s the appropriate time to use. Then you definately 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 must be detailed and lack the minimalism of, say, a squeeze web page, just because your objective for the web page is to shut enterprise.

8. Paid Promoting Touchdown Web page

For those who’re not sending prospects who click on in your paid advertisements to the appropriate 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 means of Instagram, I clicked on this advert from HubSpot’s coming INBOUND conference.types of landing pages: paid advertising landing page

Once I clicked on the advert, I used to be taken to this squeeze web page:

types of landing pages: paid advertising landing page continued to squeeze

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 somewhat than tells me why INBOUND is completely different and priceless.

9. 404 Touchdown Web page

404s are by no means a superb look, nevertheless it’s essential you make them look pretty much as good as doable — and give you the results you want a bit of as nicely. Get inventive 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 era 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.

types of landing pages: 404 landing age

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10. “About Us” Touchdown Web page

Your “About Us” web page doesn’t should be a lifeless finish. Make this touchdown web page a lead era 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 find out how to transfer ahead. The underside of the web page affords a reminder (and hyperlinks) to buy, observe, e mail, and be a part of the corporate, and an e mail subscription supply captures emails.
types of landing pages: about us landing page

about us landing page glossierPicture 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 a substitute.

Tease your supply, present a launch date if in case you have one, and add a CTA that asks them for his or her e mail deal with in change for an e mail notification when your services or products is reside.

types of landing pages: coming soon landing pagePicture Supply: MiEvent

12. Pricing Web page

For those who’re unveiling new pricing or product tiers, you may think about pushing prospects to your pricing touchdown web page. Regardless, your pricing web page must 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 a listing of options and earlier than a carousel of testimonials. They provide particular callouts for events who won’t fall inside 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 gives prospects the power to “Select your individual journey.”

types of landing pages: pricing landing page pricing-page-example-2


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13. “Thank You” Touchdown Web page

Too typically, a “Thank You” web page serves no actual function. 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 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 and marketing efforts.

The shape I fill out to obtain this recommendation asks for various, extra detailed, details about my enterprise wants, permitting HubSpot to raised craft the following supply they ship my means.

types of landing pages: thank you landing page

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The best way to 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 finest practices for selecting the best LP to 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 attaining 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, think about whether or not it must 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 finest reserved for gross sales touchdown pages, click-through touchdown pages, and pricing pages. When you’ve got an enormous ask of your buyer, you must most likely design a long-form touchdown web page.

So, what does this appear like in follow? 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 (e mail addresses) and drive impressions.

My rivals are working social media campaigns driving prospects again to a gross sales touchdown web page. However since impressions and leads are my objective (not purchases), I’d select to run social media advertisements that includes huge photographs of snuggling puppies.

When prospects 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 embody 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 function. It is as much as you to determine what you need prospects to see and work together with, so ensure 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.

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