Do you know the feeling when you hear a bunch of marketing jargon and can’t understand a word they are saying? We all seem to be trowing around more and more marketing terms for the same things. I end up looking up all these terms immediately after conversations to get a better understanding. Two of these marketing terms I looked up are very similar. Turns out both of these can be very powerful in your marketing efforts. What is the difference between a lead generation page and a click-through page?
In this article I will try to describe these terms in detail and what the differences are between them. I will talk about the goals of these different pages and what elements make up these pages. Finally, I will talk about the best practices of these pages and what steps to take to create them yourself.
Lead generation page
What is the goal of a lead generation page?
These pages are specifically built to generate leads for your online business. Usually, the end goal is using a sign-up form the collect e-mail addresses.
All these e-mail addresses will be collected in a list for you to use in your future e-mail marketing efforts. This is an important step in your growing your online business because the potential revenue is big because for most companies the average e-mail address can be worth a couple of dollars each.
Imagine having thousands of e-mails collected ready for you to send promotions at a moment’s notice. A lead generation page enables this process.
What elements are on a lead generation page?
A lead generation page usually starts off with a company logo so that the user can immediately identify the brand.
Then you will want to add a persuasive headline with and optional subtitle to get the main message across immediately. You can add some kind of persuasive element to your headline to make it more enticing for the visitor.
If you want to incorporate some of these techniques in your headline you can check out my article about the persuasion techniques of Robert Cialdini.
After that, you want to put your forms fields where the user can input their name and e-mail so there are able to opt-in to your page. Make sure you add a button with a CTA that works for your audience.
Unique selling points
Now you want to start persuading visitors with a new section, were you tell them why they should sign-up. You can list out features with icons and small descriptions to show what the unique selling points of your product or service are.
After that, you can tell something about your company and the mission they stand for. You want visitors the empathize and connect with your product and a great way of doing that is by telling something about yourself or your company.
If you have a product or service that you are selling you want to make sure the visitor understands how it works and can be used. A great way of doing that is by showing an actual video of using the products and listing how to use it with a couple of steps.
Try to show the user that your product or service is easy to use and can get a lot of results fast if that is the case. Don’t lie because they will refund your product, write bad reviews, and remove their e-mail address from your list. Remember to be ethical!
Then your next block can be about what people actually say about your product. Show testimonials with pictures of different platforms as social proof to persuade your visitors to buy or opt-in.
Form fields again
Finish of your landing page by making a slightly different opt-in form with a headline like your made at the top of the page to catch any of the visitors that are persuaded by new blocks on your website. This way the visitor doesn’t have to scroll all the way up again to sign up.
What are some of the best practices of a lead generation page?
- Use persuasion techniques like the one from Cialdini to increase the chance of the user converting.
- Make sure your design the page mobile-first because most visitors will probably enter with a mobile device.
- Don’t create fake bottoms by designing the page in a way that suggests you cannot scroll down. Use elements like arrows or lines to suggest this behavior is possible.
- Remove the navigation bar of the website as it distracts the user from the desired path of converting.
- Use a lot of media like images, videos, and gifs instead of using a bunch of text because it’s easier for people to process.
- Make sure your forms are optimized for Google Autofill to make it even easier for your visitors to sign-up.
- Make the footer small and barely noticeable as not to distract visitors from the conversion path.
What is the goal of a click-through page?
These pages are specifically designed for getting people to a different page. Usually getting to a page where a product or service is sold. The goal of these pages is to get a clickthrough percentage as high as possible.
You want to supply the right information or functionalities to make the user want to click to the next page. These can be buttons, links, or images, or anything that links to the next page.
The next step of a click-through page can be another click trough page or a lead generation page. It will never be the final step of a funnel but can sometimes have multiple paths across domains.
What elements are on a click-through page?
As you might have noticed there are very little differences between these page types other than the goal. Most of the elements on a click-through page will be exactly the same as a lead generation page. The main difference will be the absence of a form that the user needs to fill in as a goal.
What are some of the best practices of a click-through page?
- Like a lead generation page you want to use persuasion techniques, mobile-first, avoid fake bottoms, remove the navigation, and use images.
- You can use images of people, together with a good headline and call-to-action to get a lot of people to click-trough.
- Only make goal paths clickable and disable or remove all other distracting links.
- Don’t use to much text as this would require more cognitive load for the user.
- Personalize your pages for specific user segments to increase conversion rates.
How can you create a lead generation or click-through page?
If you want to create these kinds of pages it’s recommended you follow a process because this will save time and prevent problems in the future. These are the steps I recommend following to setup your own landing page.
Step 1: Decide who you are creating the page for
Before you even start thinking about how your pages will look you need to know what your target group is because this will help you to make design decisions in the future. Making persona’s can really help you to define your target group.
Step 2: Create wireframes
Designing your landing pages as wireframes can really help you to get the main layout of the page right. This also makes it’s easy to make changes because you have not designed in detail yet.
You can do this on paper, use software or online tools as long as the process doesn’t take you to long. Choose what feels right to you!
I love using Wireframe CC for making my wireframes. This is a free online tool that can help you to design and edit wireframes fast.
Another good tool is Adobe XD because the tool is easy to use and free. You can even make your wireframes responsive and use them for you designs later. Remember to start your wireframe for mobile first because it’s easier to convert your mobile design to desktop than visa verse.
Step 3: Write your copy
The next step is writing all the text you need for your landing page. This way you don’t let your copy be constrained by the design of the page. Write a short and concise text that get’s your message across with as few words as possible. Try to refrain from using marketing lingo as you will just confuse your audience.
Step 4: Design your page
When both your wireframes and copy have been approved by your team or yourself you can finally start designing the actual page. Fill in the wireframe with your text first so you can choose images to go with your content. Then add your personal branding and other media that has been decided in the wireframe.
The tool I love to use for that is Adobe XD because you can make interactive prototypes that developers can use to create your designs. This way you won’t get as many questions as usual.
Step 5: Develop your pages
Finally you or your development team can create the pages and put them online for generating leads or clicks to different pages. This really depends on the platform that you are using.
The difference between a click-through page and a lead generation page is mostly it’s goal because almost all elements on the page can be the same. The main difference is that a lead generation page collects leads through forms and a click-through page is focused on getting people to a different page or the next step. Good luck with creating your landing pages in the future and if you found this article interesting you can share it using one off the buttons below the page. Any questions you can leave down in the comments.