Click funnels and landing pages seem very similar at first glance and people often confuse the two. However, when you dig deeper into the details the opposite is true. Click funnels and landing pages are both important elements of a lead generation strategy, but they each serve different purposes at different points of the buyer’s journey.
What is a landing page?
A landing page is a standalone, single web page that marketers send traffic to, from online advertising campaigns, social media, or email marketing initiatives. A landing page can serve one of two purposes:
- Capture lead information that you can use to market to people in the future
- Encourage potential customers to make a purchase
Elements of a landing page
For a product focused landing page, the “Buy Now” button or link will be easily accessible. This should be designed and placed in an area on the page that will entice users to click the call-to-action (CTA).
For further information, there will also be a form fill or contact section that lets users reach out if there are additional questions, or to continue the conversation.
It’s important to remember that this page is the end goal – the final stop. There is no opportunity to upsell any other products or services you might offer. You don’t want users to click away from this page, so links or CTAs that will lead to users navigating away from the page should be avoided.
What is a click funnel?
A click funnel is a series of pages that direct the user to the page that serves as the end goal. These funnels guide users through this journey of pages that aim to sell your products and services by also adding options to upsell your sales process.
For example, one of your customers might offer a weight loss program. The main goal of any marketing initiative is to increase the number of people who sign up for a weight loss consultation. But, there is also the option to buy additional weight loss products that can be beneficial when completing the program. 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, we would design and set up various types of click funnels.
First, 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 gives us the opportunity to upsell a product. In short, we want to introduce and encourage the purchase of those additional weight loss products. To entice the user to buy, we 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 simply wants to reach their end destination and is no longer interested in additional products or services. A key benefit of this type of marketing and sales funnel is that they can be as complex or simple as you want. Of course, the more pages with offers you include the more opportunities you’ll have to collect information, upsell, and complete your sales funnel.
Should I use a click funnel or landing page?
Great question! 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 (like signing up for a consultation), 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.