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

What are the best practices when implementing website pop-ups?

To help you find effective ways to implement pop-ups for your website, we asked content marketing professionals and business leaders this question for their best insights. From personalizing pop-ups to the customer lifecycle to using an enticing sign-up phrase, there are several ways to best create and feature your pop-ups to get positive response from visitors to your website.

Here are 14 best practices these leaders follow to implement website pop-ups:

• Personalize Pop-Ups to the Customer Lifecycle
• Make Sure Your Pop-Up is in the Best Interest of Your Customer
• Match Pop-Up Timing With User Behavior
• Go for a Short-Timed Pop-Up
• Be Creative With Your Pop-Up Message
• A/B-Test Ahead of Time
• Collaborate With Websites in Your Niche
• Make Your Pop-Up Simple and User-Friendly
• Let Your Email Pop-Up Appear Toward the Exit
• Use Visuals for Your Pop-Ups
• Keep Pop-Ups as Unobtrusive as Possible
• Make Your Pop-Up Easy to Close
• Avoid Leaving a Bad Experience With Your Pop-Up
• Use an Enticing Sign-Up Phrase With Your Pop-Up

Personalize Pop-Ups to the Customer Lifecycle

A huge mistake I see across all industries is serving irrelevant popups to visitors who have already done the thing you’re asking them to do. For example, serving newsletter subscription popups to visitors who are already subscribed, serving content download popups to visitors who have already downloaded that content, serving free trial popups for visitors who are already customers. Not only is it very annoying to visitors, but it’s also a huge wasted opportunity to keep visitors moving along and engaged in the next step of the customer journey.

Personalize pop-ups to move them along to the next step. For example, get anonymous traffic to subscribe to the newsletter, get newsletter subscribers to join a webinar, and anyone else left to start a free trial.

Corey Haines, SwipeWell

Make Sure Your Pop-Up is in the Best Interest of Your Customer

Make sure that your pop-up is in the best interest of your customer and not yours.
In order for it to be enticing, it needs to address the #1 pain point of your ideal customer profile and offer a free solution to that problem. By reverse engineering your ICPs pain point, you will ensure that your pop up has a high conversion rate, isn’t annoying by leaving a bad user experience, and is highly relevant to your customer (the reason why they came to your website in the first place).

Shoaib Mughal, Marketix

Match Pop-up Timing With User Behavior

It’s crucial to test what timing and intents fit best when trying to convert users through pop-ups. For example, shooting out a pop-up to sign up for your newsletter as soon as a user opens a new page is probably going to get shot down. Depending on why users are visiting a site, companies can leverage event tracking, split testing methods, and buyer personas to create pop-ups that match users’ intentions, timing, and goals. Pop-up content that populates at the wrong time, or with content that isn’t relevant to users won’t help increase conversions.

Jason Panzer, Hexclad

Go for a Short-Timed Pop-Up

Your pop-up should be less disruptive and shouldn’t last more than four seconds. Visitors are on your page because of a goal they want to achieve; it may be reading your content, signing up for your service, etc. And it can become annoying if something is blocking them from achieving that goal. As much as you can, keep your pop-up simple and straight to the point and ensure that it takes a few seconds. Interested visitors will interact with your pop-up if they want to, and the duration of time won’t force them to interact with the pop-up.

Simon Bacher, Simya Solutions

Be Creative With Your Pop-Up Message

Many websites implement pop-ups when a user is on their site. Some appear right away, while others wait 30 seconds, or for the user to reach a certain section on the website for the pop-up to appear. While not instantly bombarding a potential customer is a good practice, what the pop-up says is even more important. The bottom line is that businesses want email addresses so that they can market their products and follow up with customers who didn’t purchase. Customers know this and so they are hesitant to add their email for fear of being spammed by emails all the time. I know, because I’m one of those people who are hesitant to give out my personal email to companies. 

Last year, we changed the wording on our pop-up and have seen a 3.5 to 4 % increase in submissions. Instead of “signing up” we have the user “receiving VIP Benefits”. People want that instant gratification feeling. They get it with our pop-up and receive a promo code. It’s the same functionality just worded differently.

Seth Newman, SportingSmiles

A/B-Test Ahead of Time

Be sure to utilize ab testing when implementing website pop-ups. Create two different pop-ups and then figure out which one will drive more clicks. Test out different background images, copy, layout, and the amount of time it is displayed for. Ideally, you don’t want a pop-up that never closes on its own, but it’s important to figure out if three seconds or thirty seconds yields better results. Ab testing will help you figure out which pop-up is most effective in improving your conversion rate.

Michael Bell, Manukora

Collaborate With Websites in Your Niche

Try to collaborate with websites that have a similar niche to you, it will help you significantly in finding a large potential customer base easily. People visiting the website will carry similar interests to that of the website, which will automatically indulge them in clicking the pop-ups. You are likely to gain more engagement through such kind of collaboration or paid promotion rather than showing your popups through a website that has a completely different niche than you. It is important to focus on the integration of interest to gain more and more leads at a faster rate without facing the loss of resources, which you might have to face if you go with a website with a completely different niche. It is because the people visiting the page are likely not interested in your popup. After all, currently, re is something else on their mind.

Jeremy James, Blue Water Climate Control

Make Your Pop-Up Simple and User-Friendly

Pop-ups are annoying, however, pop-ups on the website can encourage users one step closer – like the email sign-ups through coupons. This works because most people, when they see a coupon, are attracted to it and they want to try the product and experiment with how it works. This works for many companies who use a simple and user-friendly method. The pop-up gains the users through a simple email address space and at one click it drives to the conversion. Therefore, you acquire the visitor’s email address and make an influence with the exciting products of your brand.

Brigid Davey, Nimble

Let Your Email Pop-Up Appear Toward the Exit

The best type of popup for your website is the exit intent popup. It is not a good option to have a popup asking for your email address while you are still searching the site. It is annoying and can lead to increased bounce rates. A much better option is to have the email popup appear when the intent is already begun to exit the website. This way you can give them an offer and try to get permission to email them before they leave the site.

Doug Darroch, Renaissance Digital Marketing

Use Visuals for Your Pop-Ups

All information on the internet benefits greatly from the inclusion of images and other visual components. Lots of studies have found that they improve the overall appeal of websites, especially when they feature actual people. As an added bonus, visuals can help direct the focus of the user exactly where you want it to go. This includes window pop-ups. Yours will have a greater impact if you incorporate visuals. It adds a level of excitement, novelty, and interest to your marketing efforts, increasing their effectiveness. However, it is not necessary to always use full-size pictures. Some designs just need a more interesting background pattern or some brighter accent colors to really stand out.

Billy Parker, Gift Delivery

Keep Pop-Ups as Unobtrusive as Possible

I have A/B tested many different pop-ups. The best practice when implementing website pop-ups is to make it as unobtrusive as possible. To attain this, you need to set the trigger correctly, and I have found setting the popup trigger after they have been on a page for over 30 seconds is the best. If your trigger is too sensitive, the popup will just annoy the user, and they will bounce immediately.

Jordan Woolf, We Buy Houses in Bama

Make Your Pop-Up Easy to Close

When creating a pop-up, you want to make sure it provides value to the user and doesn’t disrupt their browsing experience. A best practice is to make sure you have an “X” button in your pop-up to allow users to close it if they want to. Creating an easy way out of your pop-up will make sure users aren’t annoyed by it, and they’ll be more likely to stay on your website.

Peter Beeda, fhalend

Avoid Leaving a Bad Experience With Your Pop-Up

Popups disrupt the user’s journey and can leave a bad experience. However, if the popup is genuinely valuable and offers the user something for free (that they’d otherwise pay for) you can expect incredible conversion rates. This is exactly what I did with Ticker Nerd, my investing newsletter that has since been acquired. All pages had a popup that promised to show visitors the investing process. And we did exactly this. We broke down exactly how we surfaced interesting stocks. Our emails were often reopened up to 10 times in some cases.

Luciano Viterale, Luciano Viterale Consulting

Use an Enticing Sign-Up Phrase With Your Pop-Up

A great popup should have the following: 

– specific timing (does it show after 2 seconds, 5 seconds, 10 seconds, or on exit)
– a great image or offer
– a first name and email field
– something other than “subscribe to my newsletter” 

There is nothing more unappealing than “subscribe to my newsletter.” Pop-Ups should entice others to sign up. For example, “Grab my free Mailchimp Cheat Sheet!” sounds a lot more exciting than “subscribe to my newsletter.”

Emily Ryan, Westfield Creative