One of the most explored tools in digital marketing for capturing leads is the Landing Page .
This type of page, focused on conversion , can be used in different strategies and for different moments of the sales funnel.
If you want to know:
- What is this tool and how does it work;
- How it differs from an institutional website;
- What are the most common types of Landing Page;
- What are the rules for having successful converting pages;
- Best practices focused on conversion;
And still check out a practical list of Landing Pages examples to get inspired, keep reading this complete content we prepared on the topic.
What is a Landing Page?
The term Landing Page can be translated into Portuguese as “ landing page ” or “ landing page ”.
It is used to refer to pages that are created with a very clear conversion objective .
The entire structure, content and distribution of this type of page follows this focus and the Landing Page is the destination of several brand channels.
You can, for example, target the links from a paid media campaign to a particular Landing Page, as its content is what you want to deliver to the visitor.
Landing Page x Institutional website
The big difference between Landing Pages and institutional sites is that Landing Pages are created with specific goals and focus on conversion.
They can be used to turn visitors into leads, offer attractiveness to qualify leads already generated or even to convert sales .
Pages from an institutional website can be used with this Landing Page function, but Landing Pages do not necessarily need to be part of the brand's or company's institutional website.
What is the function of a Landing Page?
The main function of the Landing Page is to stimulate conversion.
And by conversion we mean that goal set for the page, which can take on different functions.
It could be the conversion of a visitor into a lead, a lead into a qualified lead, a qualified lead into a sale…
In general, the Landing Page needs to attract and hold the user's attention, convey the message quickly and clearly and direct him to an action.
This can be filling out a static form, creating an account, interacting with a chatbot, and even closing a purchase.
Landing Page Types
As we mentioned, different examples of Landing Pages can be used for different purposes.
The formats also adapt, in addition to the objectives, to the different stages of purchase of the desired audience.
Here are some of the main formats:
- Capture Page: Focused on converting visitors into leads, capture pages offer something of interest to the user, who in return provides personal contact data. With this data in hand, your company can start a closer relationship and qualification work through the designed marketing and sales funnel.
- Qualification Page ( Progressive Profile ): Landing Pages can also be used to qualify the leads you already have in your base, by understanding if they are advancing in the funnel and by identifying if they have the desired profile to become, in the future, a consumer. In qualifying LPs, as you already have a relationship between user and brand, it is easier to get other data and relevant information about it.
- Thank you page : The LP in the form of a thank you page, or Thank You Page, is used right after the capture or qualification page. After the conversion, the user is redirected to this page, which usually has a thank you message, in addition to being able to contain indications of other materials of interest or next steps.
- Sales Page: Landing Pages can also be used at the bottom of the funnel, with the objective of converting customers. This type of LP should describe the benefits of the products or services, can feature social proof, offer free trials, and have a call focused on closing the purchase.
How to create a Landing Page?
There are a few ways to create a Landing Page.
Some software and platforms are designed especially for this purpose, and this tool can be found in complete marketing automation tools.
Some examples of this type of resource are: HubSpot , RD Station , MailChimp , Unbounce , etc.
Another way to include LPs in the strategy is by hiring freelancers , agencies and developers, who can either use the aforementioned tools or build pages from scratch.
The secrets of LPs that convert
1. They are focused on the target audience
In order for an LP to achieve its objective, it must hit the language , expectations and desires of the audience it wants to reach.
And that will only happen if there is an understanding of the public and the market.
Conduct research with real consumers, explore your brand's communication histories, revisit the results obtained with each material and action.
Know who your consumer is, understand at what stage of the funnel they reach that page and apply the right language to users.
Focus on their pains and needs, on how they look for solutions, on how they consume information, products and services from different companies and different segments.
2. They deliver what was promised in the targeting link
LPs can be disclosed in emails, automation flows, links on social networks and blogs, advertisements in the most different formats.
And you need to ensure that the hook used to draw the user's attention to the click is consistent with what he will find on the Landing Page.
After all, there is nothing more frustrating for a visitor than clicking on an ad and not finding what was promised there.
The communication and the elements used also count as a continuity through this path.
So maintain an identity and standardization.
3. They are clear, objective and attractive
You have a few seconds to grab the visitor's attention and convince him or her of the desired action.
That's why successful conversion pages focus on the offer in a clear and compelling way.
Make your visitor quickly decide that this is the page they need to convert to in order to get a benefit that will make a difference to them.
4. They enable the analysis of results
Whichever platform or contract you choose to set up your Landing Page, make sure you have access to the page's data.
These metrics make it possible to understand the effectiveness and history of the page, as well as the possibility to follow the optimizations made and their results.
Metrics will define your goals, next actions and give insights into what worked and what didn’t with your audience, so you can build Landing Pages with better conversion rates.
5 Best Landing Page Examples to Generate More Leads
Want to include Landing Pages in your strategy and get some inspiration to get started?
Check out our selection:
Netflix
Netflix uses, as the Home Page of the site, one of the best examples of Landing Page.
With a direct and product-focused approach, it encourages the closing of the purchase, without being too invasive with those who have not yet reached this stage of the funnel.
Why is this Landing Page a good reference?
In a simple, direct way and without asking too much from the visitor (just the email), Netflix's LP gets the message across quickly and clearly.
The conversion point, with form and CTA is right in the center of the screen.
The rest of the elements are more discreet, like the background, which at the same time shows examples of what the user will find when creating an account.
Only after hooking the user is he redirected to the registration creation page, where other data are required.
Fifth floor
Here we bring a double of the brand.
In the same Landing Page, she explores two important persuasion resources for owners who want to put a property for rent: comparison with the competition and social proof .
Why is this Landing Page a good reference?
The Landing Page offers the benefits and selling points that are most important to the audience, in addition to generating identification with the testimonials of other owners who had a positive experience on the platform.
Another differential is the fixed form on the side of the page, which can be easily accessed for conversion at any time and which makes it clear that the owner only makes some type of payment after guaranteeing the closing of the rental of his property.
pipedrive
Pipedrive, a CRM tool, makes it clear, in the first lines of text, what the user can lose or gain from the conversion.
Why is this Landing Page a good reference?
The Landing Page guarantees a clear and compelling benefit, in line with the audience's pains, in addition to presenting a product demo, through two resources: a video and a free trial.
Plus, testing can still be done without including a credit card — and this information has been strategically placed just below the CTA, quickly eliminating a conversion objection.
Assertive Solutions
By offering B2B software for companies with debtor customers, Assertiva Soluções is betting on a Landing Page as the site's Home.
Why is this Landing Page a good reference?
This one, among the Landing Pages examples, also presents the visitor with the benefits in the first fold of the page, in addition to two CTAs for different moments of the funnel phase: one to learn more about the solution and another for the free demo.
This LP also stands out for not offering a static form for conversion.
The user can access, at any time during the navigation, the chatbot that makes the conversion more personal and personalized.
Unbounce
Nothing better than a Landing Page example of a tool designed for this purpose.
Unbounce, already mentioned here in the post as one of the best-known platforms for creating pages and marketing automation, also uses conversion pages to capture and qualify leads.
The page below was developed for this second purpose.
Why is this Landing Page a good reference?
Here we also see the use of a chatbot instead of a classic static form, which makes the page more attractive and increases the chances of conversion.
This type of feature is also interesting for qualification, as it requests the lead's personal information more dynamically, while he interacts with the virtual assistant.
The page information is also very detailed (remember that we are talking about a qualification page, the lead already knows and has a relationship with the brand).
Even with more information, the brand distributes the most relevant information with different prominent elements, which draw attention at first glance and make the benefits of the offer clear.
Finally, LP puts weight on the offer, with the logo of other brands involved in the product and with the testimony of those who have already had access to the proposed content.
Conclusion
With these tips and examples, you can now start building your brand's Landing Pages for your lead capture strategy.
Remember that some factors increase conversion rates even more, and that you can combine other tools with LPs to improve your results.
This is the case with conversational marketing , with chatbots applied to pages, replacing static forms.
This type of marketing makes it possible to dialogue between brands and consumers in real time, in a personalized way, simulating human service and helping consumers at different stages of the sales funnel.
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