In online marketing, a landing page & pop-ups are used for lead generation. The actions that a visitor takes on a landing page or pop-up is what determines an advertiser’s conversion rate.
Landing pages & pop-ups are often linked to social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page or pop-up is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page or pop-up will include some method for the visitor to get into contact, usually a phone number, or an inquiry form. If a sale is required, the landing page or pop-up will usually have a link for the visitor to click, which will then send them to a shopping cart or checkout area.
There are two types of landing pages & pop-ups: reference and transactional.
REFERENCE LANDING PAGES & POP-UPS present information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements.
TRANSACTIONAL LANDING PAGES & POP-UPS persuade a visitor to take action by completing an online form. Through this online form he visitor information is obtained in order to add the visitor’s email address to a mailing list as a prospect. An email campaign can then be developed based on responses to transactional landing pages. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.