Landing Pages – Converting Clicks to Leads
A perfect landing page works as a launch pad for a successful
website/product. This page is, as its name suggests, is the first page that
appears when one clicks on a link. This is the page that handles all of the
incoming traffic and directs it further to appropriate pages on the same website
or some other one. A landing page is used for the marketing as well advertising
purposes and can be both stand alone as well as attached.
A landing page is very strategically used to capture leads, purely through
its design. It is very essential to have a professionally designed page that is
to the point and does not waste a lot of time for the customer. The designers of
the Landing pages use a lot of tricks to ensure that a click does not have much
option than to fill in the details (if data collection is the goal) or click on
the link they want the customer to. Landing pages are the smart marketing
strategy of the modern business world and should be used by all the websites who
are hoping to bring in more and more leads.
Types of Landing Pages
There are basically 2 types of landing pages used on the internet. Both vary in
their design and have different goals they are trying to achieve.
1) Click Through
Click through pages are designed with an intent to educate the client about a
product and to persuade him enough to click further and capture the lead. These
pages are best used as advertisements to help the clients make an informed
decision. Directly asking a client to purchase something does not work. Rather
what you can do is talk about the product in detail with the client. Tell them
the benefits, the offers, etc and then ask them to buy the product and you are
guaranteed to get more conversions. Once the client has gone through a ‘Click
Through’ landing page, he can be directly provided the link to a purchase page
or a shopping cart, thus, converting a click to a lead efficiently.
2) Lead Generation
Sometimes data collection is the main goal for a landing page. Capturing user
data in exchange of some information is an age old marketing technique. Now,
this smart trick has come to be used on landing pages. These pages mostly have a
few questions that need to be answered before something is provided in exchange
and this something ranges from information to free gifts, free registration to
seminars, etc. What will the website do with the data? Well, it will use the
personal information for future uses like direct marketing a product to the
client’s email or sending newsletters from time to time. Personal information of
clients is a hot property on the web at the moment. It is required for so many
reasons, but is hard to get. Hence, smart marketing people have come up with the
idea of ‘Lead Generation Landing Pages’ that works like magic when it comes to
A good landing page defines the success of a website/product. When a person
comes to a page through a link, he is all hopeful to find the information he is
looking for and is almost ready to be lured towards advertisements. It is up to
the designer to cash in on this mind frame and provide the potential client the
right info, so that it doesn't take time to covert him into a lead. Marketing
sure uses a lot tricks but it is necessary to do this all aesthetically and in a
good taste. When designing a landing page make sure you do not cheat anybody and
keep your promises. The world works on the give and take policy and so does the
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