Landing pages on the site: their types and features
Landing pages on the site: their types and features in the field of web design and website promotion, such a concept as landing pages is often used (“storefronts”, landing pages). Different experts give different definitions of this concept, but in General, the target pages are considered to be 2 main groups of pages, sites: pages that visitors get to when they log in to the site, as well as pages where visitors must make a conversion. There are currently different types of landing pages, and each of these types has its own characteristics.
Ideally, a landing page is the page of the site that the visitor went to, found the necessary information on it, and made the conversion. In practice, unfortunately, this happens rarely, and sometimes between entering the site and going to the conversion page, the visitor has to visit several intermediate pages.And the longer this path takes, the less and less chance there is that the visitor will still perform the necessary action: subscribe to the newsletter, order a product or service, register, and so on. To avoid this, you need to pay maximum attention to the structure and design of each landing page.
Today, landing pages of sites are divided into different groups and types depending on the sources from which visitors are attracted, as well as the goals that are set for these pages. In addition, landing pages can be divided into types according to the nesting level.
If we talk about classifying landing pages by sources of attracting visitors, then in this case, landing pages can be divided into search, referral, and contextual. It is easy to guess that visitors go to search landing pages using links from search results, to referral pages — using links on various third-party sites, and to contextual pages-following links placed in contextual ads.
Depending on the goals, landing pages, in turn, can be divided into 2 main groups: informational and intended for sales. Moreover, under pages intended for sales, we mean not only pages where you can make a purchase, but also pages with service order forms, subscription forms, registration forms, and so on. The group of landing pages intended for sales is particularly interesting for site owners.
The structure of a typical landing page that is intended for sales usually includes a title, visual element, text description, and a call to action. The layout of these main page elements, their size ratio, and content are all carefully thought out by web designers, taking into account the requirements of usability and search engine optimization. Some basic rules for creating such landing pages are presented below:
the title on the page and the call to action (CTA) should be clearly visible;
there should not be more than 1 call to action within a single landing page
page design elements are positioned to direct the visitor’s gaze to the CTA;
the text on the page should be easy to read, understandable, and well-structured.
Different types of landing pages require different approaches to creating, filling, and optimizing, and therefore there is no universal “recipe” for developing such pages. In addition, it is important to take into account the individual characteristics of the site when developing them. So it is best to entrust the solution of this issue to professional web designers who have the necessary knowledge and practical experience to create the most effective landing page models in each case.