Many marketers would have you believe a post-click landing page is simply any page a visitor lands on after clicking through an advertisement or promotional link. That’s incorrect.
While countless campaigns use a variety of website resources (like homepages, “About” pages, or “Contact Us” pages) as post-click landing pages, that does not make them post-click landing pages.
The term “post-click landing page” encompasses five different types of pages. Which you use will depend on its goal, and where your visitors are in the funnel. Here’s what you should know about them before picking one:
Squeeze page: These are modal windows made for capturing email addresses to begin a lead nurturing initiative. They’re most valuable at the top of the funnel.
– Splash page: These are pages that you, the advertiser, redirect your visitors to before sending them off to their destination. Their goal isn’t always conversion. They can also be created to make an announcement, or to allow visitors the opportunity to choose how they want to interact with the following page (which language they prefer, for example). They can be used throughout the funnel.
– Lead capture page: Marketers use these to qualify leads. They’re the most widely used and versatile post-click landing pages, featuring lead capture forms that request key prospect information at each stage of the funnel.
– Click-through page: These pages are best for high-scrutiny conversion goals. Usually, they’re made to warm up your reader to the most friction-causing element known to marketers: the credit card form.
– Sales page: These are routinely the longest type of post-click landing page and the most difficult to get right. A sale is a business’s most challenging conversion goal. These are valuable at the very bottom of your funnel (although, some are so skillfully written that they take readers all the way from the awareness stage to the purchase stage with just one piece of content.
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