I'm always surprised by how often I talk to brands who haven't explored the power of landing pages. In this context, I'm referring to the page a customer lands on after clicking an ad. These brands are focused on acquiring new customers, but they're banking on their homepage or product pages connecting with everyone and their unique needs.
For brands already spending money on marketing, chances are they have a good idea of their audience and what type of message/imagery resonates with these groups. The key is leveraging these insights to create dedicated landing pages, serving as targeted entry points designed to align with audience expectations and guide them toward conversions.
Here are some common types of landing pages we've seen be effective for brands:
- Content-Driven Landing Pages: Provide valuable and informative content that addresses your target audience's pain points and interests, establishing credibility and building trust. The conversion here may be a newsletter sign-up vs. driving to purchase.
- Category/Product Landing Pages: Highlight a specific category of products, showcasing the breadth and benefits of the collection, much like Apple's approach to launching new products. These landing pages create a more immersive browsing experience, educating customers on the key value props and guiding them toward purchase.
- Promotional Landing Pages: Dedicated to promoting special offers, discounts, or limited-time campaigns, these landing pages create a sense of urgency and exclusivity, persuading visitors to take advantage of the offer and convert into customers.
- Customer Persona Landing Pages: Tailor landing pages to specific customer segments. These landing pages can be one template, duplicated with unique messaging and imagery catered to each group. These landing pages can drive to newsletter sign-up or toward a purchase.
- Use Case Landing Pages: Demonstrate how a product or service solves specific problems or fulfills particular needs, showcasing real-life scenarios and illustrating the value of your offering to visitors seeking solutions. When experimenting with use case landing pages, it's critical to map out each customer segment and highlight which use cases are relevant for each.
This post originally appeared in Edition No. 148 of my newsletter. Subscribe here.