Landing Page versus Product Page

So, what works? Here are few of my favourite landing page ideas:

A click-through landing page is a simple page in between your ad and your shopping cart. It directs the user from the landing page directly to the purchase page.

I love lead-capturing landing pages. As a marketer, I use these a lot for my inbound marketing campaigns. The purpose of a lead-capturing landing page is to gather email addresses.

How is this done?

By providing the potential customer with an incentive — such as an eBook download, registration to a webinar, or newsletter signup — in exchange for the user’s personal information (e.g., their name and email address). Marketers use lead-capturing landing pages to build their audience lists and send targeted information to them.

Here’s one of our own lead-capturing landing pages that we created for PayPal’s Mobile Optimization Initiative.

A microsite is a small supplementary website that is meant to function as its own entity within an existing website. A microsite’s main landing page usually has its own URL. Marketers usually use this for large campaigns, for example, a brand launch or a popular product launch.

Domino’s Pizza created a great microsite a few years back to announce their new Chevy Spark pizza delivery cars (each of which were fully customized for transporting pizza). The microsite was created to show off the awesomeness of its new fleet.

A thank you landing page is simply the page that a user is directed to after they submit a form or opt-in. Not only are these types of landing pages a great way to further connect with users, they offer the opportunity to engage users with additional content. Just take a look at this example from Optimizely. The page offers a nice thank you and then takes things a step further by offering the user additional content they may enjoy.

Chances are you’ve encountered a few of these in your digital life. Unsubscribe landing pages are those pages a user is redirected to after unsubscribing from a brand’s content. Take a look at the following example from Barkbox.

My favourite unsubscribe landing pages are those where the company doesn’t take the user’s decision personally and offers a witty parting message to make the user second guess their decision to leave. Here’s a great example from Email Upplers.

If your marketing campaign includes a video, it will need a landing page.

Dollar Shave Club created a killer viral video several years back. A key component of the video’s success is its ease of sign up, created through the ‘DO IT’ button. By removing a form field, Dollar Shave Club engages users through the entertaining video and hooks them with the easy one-click sign up.

Landing pages and product pages are some of a marketer’s most useful tools. But remember, they’re both designed for very different purposes. Here are a few helpful takeaways to make sure you’re making the best of both tools:

Need help building your landing pages? Our team at Total Product Marketing is here to help. Get in touch today to learn more.