The 6 Styles of Landing Pages… and when to use them

The 6 Types of Landing Pages

Squeeze Pages

Product Specific

Pages

Infomercial Landing

Pages

Viral Landing

Pages

Microsites

Homepage1

2

3

4

5

6

Squeeze Pages

The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy.

What is a Squeeze Page?

Squeeze Page Example

Simple & Clever. Great use of colors too

©2012 RAM. All rights reserved.

Like a Sales Letter or late night Infomercial production, the objective is to make your case (in long form) as to why the viewer can’t live without your product or service.

What is an Informational Landing Page?

A well designed infomercial landing page is so engaging that you find yourself past the point of no return. The consumer eventually invests so much effort into following the narrative that they are on pins and needles just waiting for the offer.

Infomercial Landing Pages

Yep… that is one long jpg!

Viral Landing Pages

The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well.

Let someone else do the work

This is “Incentive based” and doesn’t really cost the company anything. The more people you invite, the sooner you get access.

This is called a “Viral Loop”

Viral Landing Pages

Example: Viral Landing PageViral Landing Pages example

Microsite example

Essentially a mini website with its own URL and custom design.

Typically focused on a single product or product line.

Often the destination of choice for larger investments like paid advertising.

Microsites

Product Specific Landing Pages

Typically just an existing page on your website that contains all the information on a specific product or service.

One Product… One Message

©2012 RAM. All rights reserved.

Product Specific

example

Clear imagery showing that the software can run on desktop and mobile

Clear call to action with supporting statements to aid conversion

Clear typography that highlights the key benefits and two testimonials

Generally it has the lowest conversion rate because of excessive distractions and lack of focus. Can be effective with well designed navigation.

Home Page…The lazy man’s Landing Page

Home Page as a Landing PageThis example is almost a micro-site because it is so focused on one service and minimal destinations

Home Page as a Landing Page• The focus is on a single message.• The icons and short descriptions attract your attention and are quickly digested.• The 5-star review icon and link on the lower right is a good credibility piece.• The social icons on the bottom show that they are engaged.

©2012 RAM. All rights reserved.

Home Page as a Landing Page

This is an actual Home Page to a full site (note all of the navigation on the top)

Also note the eye is drawn to the more simple 3-bucket navigation that sends the visitor to their area of interest

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