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2026-01-01
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2026-03-10
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<p><strong>Landing pages</strong>are standalone web pages that potential customers “land on” after clicking an ad, promotional email link, or another<a>call-to-action</a>(CTA) button. Marketers typically use landing pages in<a>email marketing</a>, social media campaigns, and digital advertising to capture contact information or drive purchases in exchange for product education,<a>newsletters</a>, or<a>promo codes</a>.</p>
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<p><strong>Landing pages</strong>are standalone web pages that potential customers “land on” after clicking an ad, promotional email link, or another<a>call-to-action</a>(CTA) button. Marketers typically use landing pages in<a>email marketing</a>, social media campaigns, and digital advertising to capture contact information or drive purchases in exchange for product education,<a>newsletters</a>, or<a>promo codes</a>.</p>
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<h2>4 types of landing pages</h2>
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<h2>4 types of landing pages</h2>
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<p>Landing pages fall into 4 main categories that correspond to<a>customer journey</a>phases.</p>
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<p>Landing pages fall into 4 main categories that correspond to<a>customer journey</a>phases.</p>
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<h3>1. Top-of-funnel pages</h3>
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<h3>1. Top-of-funnel pages</h3>
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<p>They introduce your brand to people who haven’t purchased products from you yet and probably don’t know about your ecommerce business. These pages can include:</p>
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<p>They introduce your brand to people who haven’t purchased products from you yet and probably don’t know about your ecommerce business. These pages can include:</p>
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<ul><li>Educational content</li>
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<ul><li>Educational content</li>
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<li>Brand story content</li>
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<li>Brand story content</li>
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<li>Social proof</li>
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<li>Social proof</li>
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</ul><p>The CTA for top-of-funnel landing pages focuses on forming a connection with visitors. For example, you can have a<em>sign up</em>CTA to get visitors to join your email list in exchange for a discount.</p>
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</ul><p>The CTA for top-of-funnel landing pages focuses on forming a connection with visitors. For example, you can have a<em>sign up</em>CTA to get visitors to join your email list in exchange for a discount.</p>
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<h3>2. Middle-of-funnel pages</h3>
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<h3>2. Middle-of-funnel pages</h3>
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<p>The target group for these landing pages is people familiar with your brand but haven’t purchased anything yet. You want to encourage conversion with:</p>
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<p>The target group for these landing pages is people familiar with your brand but haven’t purchased anything yet. You want to encourage conversion with:</p>
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<ul><li>Product comparisons</li>
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<ul><li>Product comparisons</li>
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<li>Positive product reviews and customer experiences</li>
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<li>Positive product reviews and customer experiences</li>
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<li>Quizzes for obtaining more information</li>
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<li>Quizzes for obtaining more information</li>
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</ul><h3>3. Bottom-of-funnel pages</h3>
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</ul><h3>3. Bottom-of-funnel pages</h3>
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<p>These pages are for people who know about your brand and maybe even added products to their carts but haven’t made the final decision yet. Depending on the context, these can be:</p>
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<p>These pages are for people who know about your brand and maybe even added products to their carts but haven’t made the final decision yet. Depending on the context, these can be:</p>
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<ul><li>Browse abandonment pages</li>
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<ul><li>Browse abandonment pages</li>
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<li><a>Cart abandonment</a>pages</li>
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<li><a>Cart abandonment</a>pages</li>
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<li>Product description pages</li>
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<li>Product description pages</li>
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<li>Frequently bought together pages</li>
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<li>Frequently bought together pages</li>
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</ul><h3>4. Post-purchase pages</h3>
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</ul><h3>4. Post-purchase pages</h3>
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<p>These landing pages revolve around providing the best customer experience and improving retention and loyalty with:</p>
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<p>These landing pages revolve around providing the best customer experience and improving retention and loyalty with:</p>
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<ul><li>Customer reviews</li>
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<ul><li>Customer reviews</li>
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<li>Loyalty programs</li>
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<li>Loyalty programs</li>
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<li>Feedback forms</li>
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<li>Feedback forms</li>
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<li>New product sneak peeks</li>
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<li>New product sneak peeks</li>
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<li>Referral opportunities</li>
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<li>Referral opportunities</li>
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</ul><h2>Importance of landing pages</h2>
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</ul><h2>Importance of landing pages</h2>
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<p>Landing pages are essential for your marketing strategies because they:</p>
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<p>Landing pages are essential for your marketing strategies because they:</p>
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<ul><li><strong>Increase<a>conversion rates</a>:</strong>Landing pages focus on one CTA, eliminating distractions and increasing the chances of<a>conversion</a>and purchases.</li>
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<ul><li><strong>Increase<a>conversion rates</a>:</strong>Landing pages focus on one CTA, eliminating distractions and increasing the chances of<a>conversion</a>and purchases.</li>
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<li><strong>Lower acquisition costs:</strong>With<a>sign-up forms</a>, you gather valuable information about your<a>target audience</a>to create personalised campaigns and reduce acquisition costs.</li>
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<li><strong>Lower acquisition costs:</strong>With<a>sign-up forms</a>, you gather valuable information about your<a>target audience</a>to create personalised campaigns and reduce acquisition costs.</li>
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<li><strong>Develop audience relationships:</strong>Landing pages provide a way to build deeper connections with your audience, strengthening your brand image.</li>
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<li><strong>Develop audience relationships:</strong>Landing pages provide a way to build deeper connections with your audience, strengthening your brand image.</li>
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<li><strong>Grow your<a>email list</a>:</strong>Visitors willingly give you their email addresses in exchange for valuable content, like education and discounts, helping you grow your owned list for future marketing efforts.</li>
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<li><strong>Grow your<a>email list</a>:</strong>Visitors willingly give you their email addresses in exchange for valuable content, like education and discounts, helping you grow your owned list for future marketing efforts.</li>
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</ul><h2>How to create successful landing pages</h2>
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</ul><h2>How to create successful landing pages</h2>
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<ul><li><strong>Use a reliable<a>marketing automation</a>solution:</strong>The best marketing automation platforms make it easy to create landing pages with pre-built templates and target the right people with behaviour criteria.</li>
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<ul><li><strong>Use a reliable<a>marketing automation</a>solution:</strong>The best marketing automation platforms make it easy to create landing pages with pre-built templates and target the right people with behaviour criteria.</li>
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<li><strong>Create separate landing pages for each audience segment:</strong>Personalisation leads to higher conversion rates.<a>Segment your audience</a>based on interests, demographics, and behaviours to create targeted landing pages that resonate with each<a>customer segment</a>.</li>
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<li><strong>Create separate landing pages for each audience segment:</strong>Personalisation leads to higher conversion rates.<a>Segment your audience</a>based on interests, demographics, and behaviours to create targeted landing pages that resonate with each<a>customer segment</a>.</li>
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<li><strong>Use long-tail<a>keywords</a>:</strong>Long-tail keywords are specific, niche phrases that describe your product or service. They’re 4 or more words long and often have lower competition, increasing visibility and attracting people with higher buying intent.</li>
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<li><strong>Use long-tail<a>keywords</a>:</strong>Long-tail keywords are specific, niche phrases that describe your product or service. They’re 4 or more words long and often have lower competition, increasing visibility and attracting people with higher buying intent.</li>
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<li><strong>Write an attention-grabbing headline:</strong>Use persuasive language, highlight the benefits of your offer, and create urgency to entice visitors to continue reading.</li>
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<li><strong>Write an attention-grabbing headline:</strong>Use persuasive language, highlight the benefits of your offer, and create urgency to entice visitors to continue reading.</li>
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<li><strong>Keep the design simple:</strong>A clean and clutter-free design with eye-catching visuals will draw visitors’ attention and keep them engaged. Use a consistent color scheme, branding elements, and high-quality images to showcase your products.</li>
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<li><strong>Keep the design simple:</strong>A clean and clutter-free design with eye-catching visuals will draw visitors’ attention and keep them engaged. Use a consistent color scheme, branding elements, and high-quality images to showcase your products.</li>
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<li><strong>Include a clear and concise CTA:</strong>Use action verbs like “Buy now” or “Watch the video” to encourage visitors to take the next step. Position it above the fold for maximum visibility.</li>
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<li><strong>Include a clear and concise CTA:</strong>Use action verbs like “Buy now” or “Watch the video” to encourage visitors to take the next step. Position it above the fold for maximum visibility.</li>
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<li><strong>Provide social proof:</strong>Customer testimonials, reviews, and influencer endorsements lend credibility to your brand and offer, increasing trust and conversion rates.</li>
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<li><strong>Provide social proof:</strong>Customer testimonials, reviews, and influencer endorsements lend credibility to your brand and offer, increasing trust and conversion rates.</li>
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<li><strong>Optimise for mobile:</strong>Optimise your landing page for phone screens and make the purchase experience as easy as possible for mobile.</li>
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<li><strong>Optimise for mobile:</strong>Optimise your landing page for phone screens and make the purchase experience as easy as possible for mobile.</li>
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<li><strong>Test and analyse:</strong><a>A/B test</a>different landing page elements like images and form fields for maximum conversion rates. Analyse performance for data-driven decisions and maximum<a>ROI</a>with marketing automation platforms.</li>
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<li><strong>Test and analyse:</strong><a>A/B test</a>different landing page elements like images and form fields for maximum conversion rates. Analyse performance for data-driven decisions and maximum<a>ROI</a>with marketing automation platforms.</li>
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</ul><h2>Homepage vs. landing page: what’s the difference?</h2>
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</ul><h2>Homepage vs. landing page: what’s the difference?</h2>
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<p>While your homepage can be a landing page, it typically serves as the entry point to your website and includes:</p>
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<p>While your homepage can be a landing page, it typically serves as the entry point to your website and includes:</p>
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<ul><li>Navigation menus</li>
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<ul><li>Navigation menus</li>
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<li>Links to different pages</li>
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<li>Links to different pages</li>
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<li>Company information</li>
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<li>Company information</li>
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<li>A brief overview of products or services</li>
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<li>A brief overview of products or services</li>
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<li>Contact information</li>
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<li>Contact information</li>
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</ul><p>A landing page has one goal: to convert visitors into customers. It doesn’t have navigation menus or unnecessary distractions that may divert the visitor’s attention from the CTA.</p>
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</ul><p>A landing page has one goal: to convert visitors into customers. It doesn’t have navigation menus or unnecessary distractions that may divert the visitor’s attention from the CTA.</p>
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<p>With a marketing automation platform like Klaviyo, you can create full-page sign-up forms and use them as landing pages. Rely on the platform’s A/B testing options to experiment with different variations and choose the best-performing one.</p>
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<p>With a marketing automation platform like Klaviyo, you can create full-page sign-up forms and use them as landing pages. Rely on the platform’s A/B testing options to experiment with different variations and choose the best-performing one.</p>
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<p>You can also rely on<a>Klaviyo’s integrations</a>like<a>Unbounce</a>,<a>Kickoff Labs</a>, and<a>29Next</a>to build all kinds of landing pages and import customer data directly into Klaviyo for precise<a>segmentation</a>and targeting.</p>
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<p>You can also rely on<a>Klaviyo’s integrations</a>like<a>Unbounce</a>,<a>Kickoff Labs</a>, and<a>29Next</a>to build all kinds of landing pages and import customer data directly into Klaviyo for precise<a>segmentation</a>and targeting.</p>
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<p>Ready to boost conversions and retention?<a>Sign up for Klaviyo</a>.</p>
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<p>Ready to boost conversions and retention?<a>Sign up for Klaviyo</a>.</p>
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