Nowadays, having a landing and thank you page is essential for your website. Unfortunately, many companies do not have these marketing tools, which is remarkable because they do not cost a lot of money and it’s a perfect way to make your company grow. According to a research of Marketing Sherpa, 62% of the Business to Business companies use landing pages. However, 44% of the clicks will send you to a homepage and not a real landing page! So, what are landing and thank you pages?
A landing Page (also known as a 'lead capture page') is a web page where visitors of your website can fill out a form and will be converted into leads. Visitors fill out this form because they will receive something of value in return. This can be for example a downloadable guide, a newsletter, a webinar or other services. The most common way the visitor arrives on a landing page is with the use of a CTA (Call to action). A CTA is a way to activate your visitors immediately. After having filled out the form, the leads will arrive on a thank you page.
A landing page can be temporary, which means it is only used for a certain campaign and is active for a limited amount of time. A landing page can also be permanent. This means it is probably part of the marketing strategy of the company.
Thank you page
The thank you page serves to thank your visitors who have filled out the form. So you can continue to interact with them. You may now think that a thank you page is not that important and that you will waste a lot of time creating it, but that’s not the case. But thanking the visitor for filling out the form is not the only reason a thank you page exist. A thank you page also encourages the visitor to move further into the buyer's journey, by providing them additional offers and information. This page not only includes a message to thank the guest for completing the form, but if possible also another CTA/ offer that the lead might be interested in. Here’s an example of a good thank you and landing page:
On the left side, you see the landing page with information of the product/service the visitor will obtain after having filled out the form. In this case, it’s an eBook. Next to the information of the product/service, the visitor needs to fill in the form. You need to make sure that the form isn’t too long or asks for information that’s too personal, because the visitor can easily cut off.
On the right side, you can see the thank you page. As it is supposed to do, it’s thanking the visitor for filling in the form and downloading the product. The company added a social sharing button so that the visitor can share the offer with his/her colleagues. This way the company will have more people filling in the form, which means that more visitors will be converted into leads. The company also added a button to another page of their site, so that the lead can find out more about the company and increases engagement.
I hope I have informed you enough with this article, about landing and thank you pages and help you to understand the importance of it. These tools can really give your lead conversion a boost! If you have further questions just drop a comment down below and don’t forget to check out our other blog posts if you want to learn more about marketing and how to make effective landing pages.