Landing Page types for PPC campaigns

In today’s article we are going to explain the types of landing pages that exist for digital marketing campaigns and online advertising. To illustrate the post we have done a search in Spain as an example: “Master in Tourism”, where advertisers use different strategies using the different landing page options that exist.

1. Primary corporate site as one of the types of Landing Pages

Where all the visitors arrive from all the sources of traffic regardless of the objective of each one of those channels. There Is No difference per channel, ie visitors who arrive from organic results will access the same content as those arriving through Adwords campaigns or Facebook. Here we put the example of Master in Tourism EUDE.

Eude-Site-landing-Page as one of the landing Page types

Eude.es, website as a landing Page type

2. Landing specific watertight pages by school, course or service

A landing page is a Web page to which a user arrives, usually through a click on a link in a marketing action. This web page is an extension of the communication of the action, which explains in more detail the offer of the course or service that is communicating or promoting.

Watertight landing pages have very specific design characteristics That, in response to attitudes based on the psychology of visitors, limit the depth of navigation through a corporate site. They make it easier for visitors to focus on the main goal for which it has been designed, which is no other than to carry out an action such as asking for an appointment, a call or registering to receive more information in different ways. EOBS of the Rey Juan Carlos University employs a not very deep landing page. Despite being a good solution, it is not focused on the course we have sought for what would be better.

Landing page strategy watertight as one of the landing Page types

Eobs As a type of landing page stagnant by Master’s course

3. Multi-page Microsite (multiple landing pages)

Let’s say it’s a hybrid between corporate site and landing pages. It allows for more navigation by the contents of the school, but always focused very clearly to the register of the visitors. You never miss the visitor’s view form, impede in the “above the fold” area or above the view.

The microsites allow to structure the information in a more complete way than that of a landing page and in a simpler way than that of a corporative site, since they generally have a different objective than the primary Web site. A microsite seeks the ability to adapt content and design in a more dynamic way.

The example we show is the Instituto de Empresa, one of the best business schools in the world, also as far as Digital Marketing is concerned.

IE Business School-microsite as one of the landing Page types

IE Microsite as landing Page type.

4. Mono Website continuous as one of the types of landing pages

We can say that this design offers the illusion to the user that it is in a Web site with navigation with traditional menus, although really the information resides in a single HTML and the use of the menus moves us, in a smooth way, to an area of the Web page already Loaded in the browser. It can be used to give a greater sense of seriousness and complexity of the services offered while maintaining the ease of browsing. The case we present from GLION is not completely an example of a continuous website with a menu, but it is quite close. A closer example is Our corporate website, but to do the analysis, we wanted to use an example aligned with the rest.

Glion Institute of higher Education-microsite as one of the landing Page types

GLION Landing Page type with sub-menus

In Digital Menta We analyze the needs of our customers to design the best solution, always oriented to maximize the results of their business.

In another article we explain more deeply the different Landing pages strategies in the education Sector and the advantages and disadvantages of each. Don’t miss it!

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DigitalMenta

UX · 17 / 01 / 2015

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