Landing pages are an excellent marketing vehicle that allows marketers to reach a selected audience. It’s possible because landing pages by definition reach Internet users that are already potentially interested in a product or service. Landing pages have to convince them that it is worth making a conversion, which means fulfilling some pre-established by a marketer Call-to-Action (CTA) terms. When to use landing pages? What are the areas and reasons for them to exist and be used?

Landing page use areas can be broken down into roughly two parts:

  • Free-of-charge
  • Paid

The reasons for using landing pages that do not involve money spending by the user are:

  • A free ebook download (industry report, quarterly company report, etc.)
  • Newsletter sign-up
  • White paper download
  • Coupon download
  • Event registration (webinar or registration for a free, real-world event)
  • Registration on an Internet website or a service
  • Visiting a webpage that a landing page is guiding us to (click-through)
  • Response to a recruitment advertisement
  • Presentation of a company and its offer (that leads to a customer’s visit to a company website and getting familiar with its detailed offer)
  • Information that a website/product/service will be available soon (a popular “coming soon” message)

The reasons that involve spending money by the user are:

  • Purchase of a product, service or a subscription through a “Buy now” button that exists directly on a landing page (the messaging can of course sound different but it depends on marketer’s imagination and campaign needs)
  • Pre-order of a product

As you can see, the number of reasons that users can see as viable to purchase a product or a service on a landing page is minimal. That’s because a landing page has to do more with interesting the user in a product (a book, a music CD) or a service (attorney-at-law’s help, visit a spa) that is already in the orbit of that potential user’s interests.  Building a landing page around a direct sales target (which is realized directly on a landing page) can be viewed by a user as too aggressive in nature. When we present him or her a value coming from a click-through to a company’s page or a webinar registration, newsletter sign-up, etc, then a chance for a purchase will be higher.

Building a landing page around a direct sales target (which is realized directly on a landing page) can be viewed by a user as too aggressive in nature.

It’s always good from the perspective of less aware users that are not attacked with purchase offers a possible first contact with a brand. A landing page geared toward sales, that has a “Buy now” button, is used for very concrete events (a book premiere, concert ticket sales).

Reasons for landing page usage can vary, but the main reason for all of them is conversion. Defined as a sale, sign-up, registration or a click-through, it helps with obtaining business goals faster than traditional mass marketing campaigns.

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