A landing page, also known as a “lead capture page“, a “lander“, or a “destination page“, is a single web page with the primary goal of converting a visitor into a lead or a sale.
Landing pages usually try to capture a name, phone number, and email and in some cases an onsite shopping cart or a checkout area to make a sale.
Origin of landing pages
Landing pages got their start in the IT departments of Microsoft in late 2003 in response to poor online sales of Microsoft Office. The sales process was tedious and time-consuming and just didn’t convert.
As a result, in 2009, several American startups, including Unbounce, were formed to simplify and streamline the process.
Landing pages really started to take off and integrations with other solutions such as email marketing, lead nurturing and customer relationship management systems were created to what is arguably called a sales and or marketing funnel.
What is a Landing page platform?
A Landing page platform is a software application that provides easier, faster and more effective way to create a landing page, also known as “lead capture page” or “destination page”.
Why are landing pages better than just a regular website?
Landing pages are better means of directly converting web visitors into sales or leads.
A landing page will usually include persuasive action words along with several ways to contact the company, like inquiry forms, email address, and phone numbers to generate leads. It can also contain a link that will redirect visitors to an online store if the purpose is to sell services or products.
Landing pages are also the best way to determine the conversion rate of an advertisement or a SEO enhanced page.
What to look for in a Landing page platform?
A Landing Page Platform should have a landing page builder with tools and readily optimized templates that will make your task easier.
It should contain Social Media, Email Marketing, and CRM integrations so that your leads will not be wasted.
It should also have A/B testing, activity monitoring, video uploading, drag and drop editing and other useful plug-ins. The more functionalities the landing page platform has, the better it will be for reaching your goals.
My suggestion is to test a few of them out and se what you like. Most platforms offer trials so test them out and find the one that works best for you.