Marketers should choose the appropriate landing page template based on their conversion goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2020, 11:48 AM UTC

Landing page templates broadly fall into two categories: click-through pages and lead generation pages.

Both click-through pages and lead generation pages have a distinct call-to-action that supports the conversion goal of the business. Click-through pages guide customers through a checkout flow or sign-up page and offer a simple CTA button. Lead generation pages use forms to capture visitor information and are generally valuable for webinar registration or downloadable e-books.

Marketers need to customise the landing page template based on their campaign needs and offerings. Using social proofs like customer testimonials and business awards can help companies build trust among their audiences.

The landing page CTA buttons should highlight exclusivity and convey urgency to boost conversion rates. Marketers should put all necessary brand-related details like contact information, copyright notice and brand logo in the footer of the landing page.

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