17 Things You Can Use A Landing Page For

From gathering feedback via surveys to maximizing conversion rates, here are 17 answers to the question, “Can you elaborate on the most effective uses of a landing page?”

  • Offering Customer Feedback Surveys
  • Implementing Promotional Campaigns
  • Testing a New Service With the Target Market
  • Delivering Ad Continuity
  • Promoting a Business Before It Launches
  • Holding Space for Additional Information
  • Combining the Strength of Multiple Brands
  • Making a Good First Impression
  • Suggesting a Free Trial
  • Improving SEO
  • Linking Social Media for Clean Conversions
  • Building Brand Credibility
  • Adding Context to Your Offer
  • Collecting Email Addresses
  • Tracking Holiday-Specific Content
  • Booking Consulting Services 
  • Maximize Conversion Rates 

Offering Customer Feedback Surveys

At my medical hair restoration practice, we use landing pages to solicit customer feedback. After I treat or consult with a patient, we email them a link to a landing page containing a survey inquiring about what went well and what could have gone better. We always want to know how we can improve our patient experience, and the best way to find out is to simply ask them. Survey landing pages are a great way to collect feedback.

Jae Pak, MD, Jae Pak MD Medical

Implementing Promotional Campaigns

Landing pages are the best place to implement CTAs for promotions, discounts, or email sign-ups. A website’s “front” page is the best spot to advertise new products, upcoming sales, or campaigns driven by user engagement. 

Landing pages also tend to have the best-performing pop-up campaigns, when they’re formatted strategically. The first touchpoint users have with your website is often also the best real estate for promoting content or releasing news meant to reel users in. Landing pages carry hefty importance for both user experience and SEO compliance, so design yours strategically to be straightforward, attractive, and easy to understand.

Zach Goldstein, CEO & Founder, Public Rec

Testing a New Service With the Target Market

Sometimes we have a hunch that we should add or change a service that we offer, and we want to check that our hunch is correct before making changes throughout our website and offering the new service on a larger scale. 

In that case, we create a new landing page outlining the basics of the new service and offer it to a targeted group of people we can reach via email. For instance, we might offer link-building services alongside our content marketing for SaaS companies. 

If a new landing page for that service generates a lot of interest, then we may determine that it’s worth offering formally alongside our other SEO and content services.

Lisa Banks, Chief Content Strategist, SaaSpirin

Delivering Ad Continuity

In order for your ad to be considered “ad congruent,” it must have the same visual style as the page it directs users to. Build a landing page that mirrors the design of your ad rather than modifying an existing page to fit it. 

Your advertisement’s layout, graphics, hues, and text can all remain unchanged. If you want consumers to feel like they’ve landed in the right spot after clicking on your advertising, make sure the two seem comparable. 

It also facilitates an easy transition from advertisement to website content. The smoothness of this transition indicates the user’s experience as a paying customer, so it should be prioritized.

Kenny Kline, President & Financial Lead, BarBend

Promoting a Business Before It Launches

Before your startup is fully operational, you can still promote it through a temporary landing page online. You can post pictures of some products you will offer and provide people with the option of pre-ordering them. This way, you can still generate some revenue while getting people excited with anticipation as the official launch date of your startup approaches.

Marilyn Zubak, Marketing Lead, Snif

Holding Space for Additional Information

Want to advertise on Facebook but there isn’t enough space for all the information you need to include? To provide further information, create a landing page. Customers can be directed to a landing page with further details by using Facebook ads. 

You’ll need all your powers of imagination, allure, and even wit for this part. Avoid being too pushy, but make sure your material is doing its job of turning readers into buyers. You only need to send them to the conversion page.

Max Whiteside, SEO & Content Lead, Breaking Muscle

Combining the Strength of Multiple Brands

When a potential customer lands on a co-branded partner landing page, they are more likely to trust the product or service being offered because it is associated with a reputable and established brand. 

This can help to increase conversions and sales by leveraging the trust and assurance that comes from third-party partnerships. Co-branded partner landing pages can also help to create a unique and differentiated sales funnel experience. 

By combining the strengths of multiple brands, you can offer a more comprehensive and unique value proposition and messaging that is tailored to the specific audience and needs of the partnership.

Brian Hawkins, Marketing Manager, GhostBed

Making a Good First Impression

It’s long been an adage in the business world that the suit makes the man, and while that saying has gone out of style, it represents something that remains true: the first impression given off by someone’s first interaction with you is what matters most in setting your relationship. 

Landing pages are the suits of the internet; they provide that first impression and can make or break the client relationship. That’s why using a landing page to showcase your style, look, and feel is an absolute necessity—the nitty-gritty can be linked to‌, but I find using the landing page to drive a certain wow factor is the most important use for one.

Kate Kandefer, CEO, SEOwind

Suggesting a Free Trial

Make a landing page that encourages people to sign up for your service spending no money. The landing page will contain information unique to the free trial’s featured product or service. Customers who find this website are highly likely to sign up for the free trial offer. There will be no other choices for users besides “start your free trial.” 

This content might also be on your website, but as a landing page, it won’t compete with your navigation bar for the attention of your visitors. Its straightforward layout makes it simple to gauge your conversions.

Kyle Bassett, Chief Operating Officer, Altitude Control

Improving SEO

You can use the landing pages to help your search engine rankings. Don’t waste this chance to boost the organic search engine rankings of your landing page. It’s simple to improve your page’s social media rankings. You’ll need the help of an SEO expert if you want this to be successful. Page optimization, in contrast to pay-per-click and social media advertising, is totally cost-free.

Andrew Dale, Technical Director, CloudTech24

Linking Social Media for Clean Conversions

Building a landing page to link to your social media advertisements can maximize conversions in the same way that you would for Google Ads. If you connect your social media advertisements to landing pages, I believe you’ll see a spike in conversions. 

They redirect users to a purchasing page where they are not interrupted by any ads. Provide visitors with a clean, simple website where they can easily convert or buy your service with minimal hassle.

Timothy Allen, Sr. Corporate Investigator, Corporate Investigation Consulting

Building Brand Credibility

By adding elements of trust to your landing page, such as customer reviews and ratings, you can establish credibility with your visitors and increase the likelihood that they will convert to customers. 

Credibility is especially important if you are trying to sell a service or product that requires customers to provide personal information in order to purchase. It’s also important for visitors to understand why they should trust you with their information. 

As an AWS service provider, we use our landing page to showcase customer testimonials and reviews, as well as an overview of our services. This way, we can create a sense of trust with our visitors and increase the chances that they will convert to our offer.

Karl Robinson, CEO, Logicata

Adding Context to Your Offer

When you provide context, you’re explaining to your visitors what they can expect if they continue with their purchase or sign up for your offer. This is an effective way to increase conversions and reduce bounce rates on your website. 

Additionally, by providing context, you can also better target specific audiences with customized offers they would otherwise be less likely to convert on. As a coupon platform, our landing page gives customers an overview of our services and explains the value they get from using our platform. This page also helps us target specific audiences with customized offers they would be more likely to convert on.

Gary Gray, CFO, CouponChief

Collecting Email Addresses

Landing pages can be a powerful tool for helping you accomplish your business goals. One popular purpose of landing pages is to collect email addresses. By offering free resources or discounts in exchange, businesses can incentivize visitors to provide contact information while significantly growing their online audience. On top of this, landing pages make it incredibly easy to stay organized with collected data and track performance in one simple dashboard.

Carlos Trillo, Founder & CEO, Evinex

Tracking Holiday-Specific Content

We use landing pages to help promote certain sales or promotions that we are having. For instance, if we are running a holiday promotion, we might implement a holiday promotion landing page to run ads on social, Google, and YouTube. 

This way, when someone clicks on the ad, they land on this landing page that tells them all about the promotion and they can shop from there. This helps with our analytics in tracking the performance, clicks, and conversions through this landing page and helps us invest our money in the best places where they are the most effective.

Scott Krager, Founder, Key Fob Replacement

Booking Consulting Services

Landing pages are an effective tool to capture leads and promote our services. Our landing page offers prospective customers the opportunity to book a consultation call so that we can better understand both their needs and project requirements. 

This allows us to provide the best possible service and develop a tailor-made solution for the individual customer. We understand how important it is for customers to have peace of mind knowing that their project is in safe hands, and using our landing page allows us to deliver this assurance.

Michael Sena, CEO, SENACEA

Maximizing Conversion Rates 

The most common use of landing pages is for lead generation. The primary purpose of a lead-generation landing page is to convert your website visitors into leads by providing them with a clear and interesting call-to-action (CTA) that encourages them to provide you with their contact information in exchange for something of value, such as a free guide, checklist, whitepaper, or webinar. 

It’s important to remember that the amount of information you are asking your visitor to give you must be aligned with the offer you are providing. Get these factors right, and you’ll see a jump in your lead-conversion rates and be able to nurture these leads with targeted content designed to convert them into customers.

Samantha Walls, Marketing Consultant, InTouch Marketing

7 Reasons Why Images Aren’t Showing in Your Emails

From bad resolutions to firewalls, here are seven answers to the question, “What are the most likely reasons why an image might not show up in an email?”

  • Poor Image Resolution
  • Older Versions of Outlook May Not Support Images
  • The Email Client Blocks the Image
  • Special Characters in the Image File Name
  • Using an Unsupported Image File
  • Gmail Does Not Support .SVG Files
  • Aggressive Firewall Settings

Poor Image Resolution

Image resolution is crucial for their display quality, especially if you use them in digital media such as websites, emails, and print materials. If you have scaled your picture and it is still larger than needed, the image might not show up in the email for exceeding the size limit of the file format you have used. 

For instance, GIF files only allow 8-Bit images, with a limitation of around 2,000 pixels in width and 1,000 pixels in height. Therefore, if you have chosen a larger image, it will not display in the email. However, PNG files have no size restriction, and JPGs can have up to 50 MB, so if you have used a PNG or JPG file, the image will definitely show up in the email.

Matthew Ramirez, CEO, Rephrasely

Older Versions of Outlook May Not Support Images

Many emails use background images, yet because there are several Microsoft Outlook versions that do not support this format, they may not show up in an e-mail. 

Microsoft has continuously updated its Outlook programs; however, there are some older versions that are still preferred by some businesses that have not been formatted for images. Therefore, it is recommended that you choose a background that mirrors the colors of the image that you wish to display. This will act as a fallback mechanism in case your image is not supported by the recipient’s Outlook program.

David Derigiotis, CIO, Embroker

The Email Client Blocks the Image

Some email clients block images by default to protect users from potential security risks, such as malicious code that might be embedded in a snap. If the shot is blocked, it will not be displayed.

Blocking images in emails can help to prevent the spread of malware and other types of malicious software, as well as protect users’ privacy by preventing the tracking of their online activity. However, it can also be inconvenient for users who want to view images in emails, as they may have to manually unblock the images in order to see them.

Overall, the decision to block images in emails is a balance between security and convenience, and different email clients may have different policies

Lukasz Zelezny, SEO Consultant, SEO Consultant London

Special Characters in the Image File Name

If you are receiving error messages when uploading your image, it is likely that the file name contains special characters or has a name longer than the recommended characters limit. So, if you’re having issues with your photos and images not being uploaded to an email, try using a shorter, unique file name. 

For example, do not use numbers in the file name. If you are adding special characters or other symbols in the name that do not allow for an easy upload, avoid using them in the file name. Try changing the name to something shorter and simpler, or look for an image with a shorter file name.

Kartik Ahuja, CEO & Founder, GrowthScribe

Using an Unsupported Image File 

Some mailboxes may not support specific image file formats, such as TIFF or BMP. If the image file is not in a supported format, it will not display correctly in an email. 

To ensure that an image shows properly in an email, it’s essential to use a supported image file format, such as JPG or PNG. Email clients widely support these formats, and they’re optimized for web use, making them suitable for email. 

If you have been using other formats until now, it is worth changing this practice. You can use a free image editing tool such as GIMP or Adobe Photoshop to convert an image file to a supported format. Simply open the image file in the device, select “Save As” from the File menu, and choose a supported format from the list of options. 

By using a supported image file format and optimizing the file size, businesses can ensure that images display correctly in emails and improve the overall effectiveness of their email marketing campaigns or simple email communication.

Nina Paczka, Community Manager, LiveCareer

Gmail Does Not Support .SVG Files

Unfortunately, it is not currently possible to embed a Scalable Vector Graphics (SVG) image in a Gmail message. While Gmail does support attaching and displaying SVG image files as attachments, it does not provide a way to directly embed SVG images in the body of a message. When marketers design their emails, they should always use .png or .jpg images of their logo, as .svg images will not be shown.

Daniel Gjokaj, CEO, Tolt

Aggressive Firewall Settings

Firewall settings can affect whether images will show up in emails. More aggressive firewall settings, like those you might find organizations and businesses using, may be set up to actively block images from appearing in emails. If your emails are being sent out to someone who uses these settings or whose system administrator prefers powerful protections, there isn’t much you can do personally. 

The firewall settings will need to be changed by the administrator, or you’ll need to have your emails whitelisted as a safe source. If you’re making legitimate contact with another person or entity and this is a problem for you, reach out to the administrator personally in order to resolve this issue.
Max Ade, CEO, Pickleheads

What Are The Average Email Open Rates Among Various Industries?

From using data to personalize subject lines to writing helpful and value-rich content, here are the 11 answers to the question, “What is your average open rate for email marketing, and what led to your open rate being so high, or low?”

  • 18% – Personalize Your Emails
  • 28% – Segment Your Users by Buyer Stage
  • 40% – Understand the Where and the Why
  • 50% – Use Consistent Storytelling With Relevant Information
  • 30% – Write Content That Resonates
  • 40% – Focus on an Engaged Audience
  • 23% – Find the Right Tools
  • 40% – Test With A/B Campaigns
  • 22% – Regularly Purge Your Lists
  • 21% – Send Emails at Optimal Times
  • 48% – Craft Helpful and Value-Rich Content 

18% – Personalize Your Emails

We have a high open rate, at 18%, because of the subject line. It is short, clear, and concise, with a limited-time offer included. 

Our emails are also very personalized, as we use customer data to further specify the content. For example, if a customer has purchased an item before and returned it, we will acknowledge that in the email. This makes customers feel acknowledged and valued, which in turn increases the likelihood that they will open the email.

We also send emails based on the customer’s activity. By sending emails at the right time and with the right information, we have increased our open rate from 11% to 18%.

Matthew Ramirez, CEO, Rephrasely

28% –  Segment Your Users by Buyer Stage

Our email open rate over the last year is just over 28 percent. Compared to the industry average for marketing and advertising agencies, which is 22 percent, that is a high open rate. 

The reason we’ve seen these results is because of several factors. We A/B test all email sends with different subject lines, then choose the most effective options. We also updated our automated marketing emails so they are segmented by buyer interest and stage in the buyer journey. And, we use personalization to make emails more targeted as well. We avoid sending emails to disengaged contacts. 

As a business with a large audience, we send tens of thousands of emails every year, so it’s vital that everyone gets what they expect and are interested in seeing. These tactics ensure we don’t come across as spammy, as well as boosting our open rates.

Matthew Stibbe, CEO, Articulate Marketing

40% –  Understand the Where and the Why

I’ve seen less than a 15% open rate for small lists, and over 40% for very large lists with hundreds of thousands of contacts from all possible sources. 

The secret sauce is understanding the “where” (where did the leads come from?) and the “why” (why did they sign up?) of these contacts, segmenting them based on initial data and subsequent behaviors, and then going through the process of sparking desire and harvesting that desire with resonant story-telling.

Lots to unpack here:

1. Segment. Pop-up contacts will show lower CTR as compared to existing customers. Not knowing the baseline for metrics may lead you to deem campaigns successful or unsuccessful based on misleading averages.
2. Make sure you aren’t held back by Gmail. Send emails from your own domain, as opposed to the “shared reputation” of your ESP.
3. Understand & respect VoC data. Use it to create compelling offers supported by narratives your database recognizes as its own.

Trina Moitra, Head of Marketing, Convert.com

50% – Use Consistent Storytelling With Relevant Information

My average open rate for email marketing is between 45-50%. I consistently email my list each week with stories and relevant information designed to help them navigate their mid-career journey. 

My emails highlight their pain points, questions, and solutions that they are thinking about and talking with other colleagues, family, and friends. I’ve had my email list for over five years, and I consistently email them each week at the same time on a specific day. 

Being consistent has allowed me to earn my email community’s trust by having permission to be in their inbox each week.

John Neral, Owner, John Neral Coaching, LLC

30% – Write Content That Resonates

My average open rate for email marketing is 30%. These numbers have been achieved through personalized subject lines and content that resonates with the target audience. I also keep the emails concise, to the point, and relevant to ensure it captures attention quickly. In addition, we have optimized our send times to ensure maximum engagement from our subscribers.

It is important to remember that optimizing an open rate doesn’t always mean sending out more messages. Sometimes less frequent but higher-quality messaging will allow you to achieve better results with fewer messages sent overall—well-crafted drip campaigns often perform very well for businesses. 

To maximize your chances of achieving a high open rate each time you send out an email campaign, ensure you take advantage of A/B testing to determine which version works better with your particular audience and scenario.

Kate Wojewoda-Celinska, Marketing Manager, Spacelift

40% – Focus on Engaged Audience Members

Across the email marketing campaigns we run for various brands, the average open rate is around 40%. This is fairly high but we prefer to focus on the most engaged subscribers in an email list—the people who have really shown an interest in opening and clicking through previous email marketing campaigns.

We do this to improve email deliverability and increase the chances of landing in the primary inbox for every contact in our campaigns. We’ve seen good success with this more targeted approach across many different e-commerce markets.

If brands are wanting to experiment and increase average email open rates then a great starting point is to only email the people who have opened a campaign from you in the last 45 – 90 days. In most cases, this will improve open rates, and in time the overall deliverability across the entire email marketing program.

Ryan Turner, Founder, Ecommerce Intelligence

23% – Find the Right Tools 

My typical email open rate is 23%, and a lot of that is owed to the process of finding the right email addresses!

I have used and analyzed over 74 different tools, and in the end, I have narrowed my choice down to one tool that I rely on the most for finding the right email addresses and generating a long list of leads. It’s called Find That Lead, wherein you just have to put a company’s domain name and it generates a list of contacts from the company. 

You can also apply filters to separate out just the email, phone number, and address of CEOs, Founders, Managers, or other C-level executives. You can also use the tool for just verifying the email address of a person.

Kartik Ahuja, CEO & Founder, GrowthScribe

40% – Test With A/B Campaigns

We consistently see an email open rate of about 40%, which is about double the average for most businesses. We’ve achieved this largely through conducting A/B tests where we sent two different versions of subject lines, format, and copy to each half of the recipients. 

From there, we were able to measure which options performed best, and we fine-tuned our strategy. From there, our open rates really began to climb. Even with our open rate success, we still do frequent A/B/ tests because we don’t want our messaging to grow stagnant.

Annie Ricci, Sr. Manager of Digital Marketing, Prima

22% – Regularly Purge Your Lists

In terms of email marketing, my average open rate is 21.5%. Due to the fact that your audience connects with the subject lines we utilize, we have a higher open rate.

We also employ double opt-in. Double opt-in requires the user to confirm their desire to receive communications from your company (although this is not a requirement under GDPR). We don’t send emails to people who don’t care about them too much because if they did, they wouldn’t read them, which would decrease our open rates.

We request that our readers add us to their list of reliable contacts. We may improve the number of emails delivered by simply asking our readers to add the “from” email address to their contact lists

Then, we purge the emails on our list. Three consecutive unopened emails from a subscriber indicate that they may no longer be interested in receiving emails from us.

David Reid, Sales Director, VEM Tooling

21% – Send Emails at Optimal Times

Our average open rate tends to float around 21%, which is more or less in line with national averages for other small businesses our size. 

We have achieved this open rate by crafting engaging subject lines and providing content that is tailored to our customer’s interests and needs. Additionally, we make sure to only send emails at times when our customers are most likely to open them on their email platforms of choice. Having concise and relevantly tailored email content is the name of the game.

Ryan Delk, CEO, Primer

48% – Craft Helpful and Value-Rich Content 

The average open rate for my email marketing is 48%. I’ve cultivated an engaged list over the last four years offering high value or what I termed “irresistible freebies” to opt-in and then continuing to share tips and tricks on ways to make more money with their websites. 

Yes, email lists are there to sell your service, but in my opinion, it’s primarily to build that know-like and trust factor and to offer an immense amount of value.  And eventually, the subscriber may have a problem that you, as the service provider, can solve, and you’ll be right there in the inbox recommending a solution.

Jenny Belanger, CEO & Creative Director, JennyB Designs