Click funnels and landing pages appear very similar at first glance and people often confuse the two. However, when you dig deeper into the details, it is evident that there are many elements that set them apart. Click funnels and landing pages are both important aspects of a lead generation strategy but they each serve different purposes at separate points of the buyer’s journey. Don’t let your marketing efforts fall short; use Zero Gravity Marketing’s (ZGM) in-depth run-through of click funnels and landing pages to get one step closer to success.
What is a Landing Page?
A landing page is a standalone, single webpage that marketers send traffic to from online advertising campaigns, social media, or email marketing initiatives. To put it plain and simple, a landing page is any page of your website that a new visitor lands on first. This can be your homepage, an “About Us” page, a blog post, or any other page that potential customers can be directed to.
The goal is to create optimized landing pages that welcome first-time site visitors, educate them on your product or service, and eventually convert them into a loyal, repeat customer. You are more than likely to not convert a first-time site visitor immediately, but that is where a well-structured landing page comes in. Encourage those who landed on your page to interact with your brand by signing up for emails or newsletters. That way you can nurture your leads until they become customers.
Essential Elements of a Successful Landing Page
There isn’t a set standard for how you should create your businesses’ landing page. However, there are specific elements every landing page should obtain. You want to tailor these common characteristics to your audience and niche to create a compelling page just for your brand. Essential features of a successful landing page include:
This is the very first component that site visitors will see. It is crucial to clearly describe what a user will get from this page. Grab their attention, inform them of what your company does, and keep it between 10 and 20 words.
Unique Value Proposition (UVP)
This is where you can set yourself apart from the competition. Describe the benefits that your consumers would receive by using your product or service and break down what you offer to its most basic level. New site visitors should understand why they should affiliate themselves with your brand and what to expect from it.
Using images or videos to display what your company does will grab visitor’s attention and help them better recognize who you are. Engaging content will not only help explain your brand but will keep users on your site longer and increase the chances of them interacting with the rest of your pages.
By incorporating what customers have to say, positive reviews, or even awards from reputable organizations, you can create transparency and will illustrate that other people have enjoyed your brand, products, or services. Site visitors are more likely to convert into customers if you display that people have used your product or service.
Call to Action (CTA)
A CTA button is critical on your landing page for conversions. For this reason, you should consider where you place it and how it should be designed. This button should be exciting, persuasive, and easily accessible for buyers to contact you or purchase your product.
What is a Click Funnel?
The concept of a click funnel is all about automating the sales process to control every stage of the buyer’s journey. The marketing funnel guides users through your webpages that aim to sell your products and services by also adding options to upsell your sales process. Similar to a purchase funnel, the process site visitors go through to decide whether or not they want to become a customer, a click funnel is a series of pages that direct the user to the page that serves as the end goal.
Weight loss programs are a great example of a click funnel. The main goal of this type of marketing initiative is to increase the number of people who sign up for a weight loss consultation. In addition to the program, there is usually the option to buy additional weight loss products that can be beneficial when completing the program, too. Instead of a single landing page that serves as the end goal of encouraging a user to share their information and sign up for a consultation, you would design and set up various types of click funnels.
The process would look like this:
- The user would click on the initial URL from an online advertisement, social post, or email.
- This first click would bring them to a page that offers the opportunity to upsell a product. You would want to introduce and encourage the purchase of those additional weight loss products.
- To entice the user to buy, you would include a CTA to “Buy Now.” The hope is that they click that CTA and continue on to the next page that introduces another product.
- If they decide they only want that first product and choose “no” for the second one, they would continue to the page where they enter their information to sign up for a consultation.
Click funnels essentially continue on until a user wants to reach their end destination and is no longer interested in additional products or services. The more pages with offers you include the more opportunities you’ll have to collect information, upsell, and complete your sales funnel. Not only that, but additional pages are a great way to increase your organic Search Engine Optimization (SEO). With a majority of today’s consumers beginning their buyer’s journey online, full-funnel marketing is beginning to become the go-to approach to pinpoint which stage the consumer is in. Visualizing the buyer’s journey in funnel structures will help you understand what approach you should take next to solidifying repeat customers.
Click Funnel or Landing Page: Which One is For Me?
This is a question that many business owners ask themselves. There’s surely a better time to use a click funnel over a landing page and vice versa. If you have multiple products or services to sell and want to introduce all of them to the user in one experience, your best bet is it implement a click funnel. However, if there’s a single action you want a user to take, you’re better off using a landing page for quick conversions right out of the gate.
At the end of the day, click funnels and landing pages can each give you the results you’re looking for when they are based on your goals and objectives and implemented in the right way. Still wondering which digital marketing strategy would yield the best results for your business? Contact the experts at ZGM today.