When talking about digital marketing strategy, one of the best tools at our disposal are the landing pages. There are basically two types of landing pages:
- Product Description/Transactional
This type of page gives you detailed description of the product you are trying to know about. Once you are satisfied with your knowledge, you can anytime click the “purchase/shopping cart” button. Now when you click this button, there are more chances of you going through the purchase than before. That is the reason, a product description page is almost a necessity these days. Amazon has made it almost mandatory for every company to have a product description page for every single product.
For example, on Amazon, this basic Lego box, “LEGO Classic Medium Creative Brick Box” page has 7-8 product pictures, Product Details, Product Description, Customer Q&A, Customer Reviews, Frequently Bought Together Items, Customer Who Bought This Also Bought and Giveaways sections – all in a single scroll!
- Lead Generation
These pages are generally the pop-up pages that you come across when browsing a website. These are effective in collecting email addresses of people who visit your site. They can then be contacted/approached later with various offers and product pitches. They are very effective as generally people are just browsing websites without an intention to buy. However, when approached separately with a promotion (and a product description page mentioned above!), they are more likely to make the purchase.
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