7 Landing Page Styles That Work With Paid Advertising

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Introduction

The success of your paid advertising campaigns has less to do with the ad itself and more to with what happens after the click.

You can have the most persuasive ad copy, that perfect “eyeball grabbing” image and buy the highest quality traffic…  yet if your landing page is poorly designed for paid traffic, then you’re going to have a really hard time achieving a positive ROI.

We’ve found 7 different styles of landing pages that are working very well for advertisers who drive millions of dollars worth of display traffic to their site every year.

Landing Page #1: Is it a Landing Page or an Article? It’s an “Article Lander”

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Article Lander

One “new” type of landing page is the “article lander”. This is usually a presell page that looks like a news article, scientific study, press release or a blog article.  They can be multiple pages or they can be single page landers.

People have started to become blind to traditional sales letters, video sales letters or anything that indicates that someone wants them to buy something. An article lander just looks like an informational article.

The headline “New Testosterone Booster Hits The Shelves” is written like the headline from a news article or press release. There’s a logo at the top which says “Scientific Innovations” making it appear like it’s coming from a scientific journal. The body copy is written in the style of a news article with a slight sales twist.

Moral of the story: it doesn’t scream “advertisement”

Landing Page #2: From Print to Digital — The Advertorial

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Advertorials

Advertorials (also known as “Native Advertising”) were the hottest new landing page in 2014. They were even featured on an episode of Last Week Tonight with John Oliver.These are the internet version of ads direct response marketers have been using for years in newspapers and magazines.

Here’s an example of an old school advertorial selling a new fishing lure:

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Difference between Advertorials and Article landers

Advertorials are very similar to article landers. The small difference is that Advertorials are always made to look like news stories and are written in a more “newsy” style. Article landers can be written in this style, but it’s not a hard-and-fast rule. Article landers also tend to be hosted on the company’s domain.

Advertorials are often found on “Advertorial Portals” like HealthHeadlines.com, HowLifeWorks.com and FirstToKnow.com. These sites buy display traffic and send it to advertorial content that contains an affiliate link.

Advertorials can work very well at building trust as a presell page in just about any market.

Here’s a great example of an advertorial for a probiotic health supplement on HowLifeWorks.com:

Landing Page #3: Tell Me About Me — The Quiz/Survey Landing Page

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Basically, an advertiser sends traffic to a landing page where the prospect uses a quiz to figure something out about himself/herself.They’re a bit more complex to set up, but they work very well with cold traffic

There are 3 reasons why these work:

1. Again, it’s not obvious it leads to a sales pitch.2. If done right, the information that you’ll receive is tailored to your

specific needs. It’s not a pre-packaged solution meant for everyone under the sun. It’s for YOU.

3. People crave to know more about themselves and why they suffer from certain problems. This is why Cosmo quizzes, BuzzFeed quizzes and the daily horoscope are so popular

The Quiz/Survey Landing Page

Here’s a great example from AlkalineFoods.net, a site that sells products related to the Alkaline diet.

The landing page is very simple and just has a call-to-action to take the quiz.

Like a multi-page article lander, you can see where people drop off and fix that specific question. Sometimes people will exit the page if they find the question too “difficult”.

The theory being that they’d rather quit the survey than answer the question wrong (even if there are no wrong answers).

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The Quiz/Survey Landing Page

They eventually ask you for your name and email so they can send you the link to your report (getting you to opt-in to their list in the process)

At the bottom there’s a link to a video “The 5 Super Foods” which is a VSL for “Energize Greens”, a natural greens supplement.

Even though they eventually try to sell you a product, they’ve already built trust with the quiz + report on your body’s acidity levels.

Landing Page #4: WARNING… it’s the Video Sales Letter

We live in an entertainment based society and most people prefer to watch videos than read text. Plus, the video format forces them to listen to your sales message. They have to wait until they get to the end of your video, after you’ve already had time to sell them on the benefits of your product. When you do a good job, the price becomes irrelevant.

One of my favorite VSLs at the moment comes from Perfect Origins, a nutraceuticals company that specializes in weight loss and probiotic supplements:

Landing Page #5:  The Lead Generation Page

One of the biggest lead gen advertisers is “Lower My Bills”, which does lead generation for auto insurance, life insurance, mortgage refinancing and more.

Here’s the landing page for their car insurance offer:

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The Lead Generation Page

Very simple and very friendly looking. The language at the top (“No login required, compare rates!”) immediately breaks down the “Anti-Sales” defenses of most of your prospects.

You then input all the relevant details needed for them to find auto insurance offers in your area.

Given that they’re legitimately helping you, you know that the information is going to be tailored to at least your location. Once you make it past the landing page, you fill out even more questions so their software can narrow down the insurers that are right for you.Eventually you enter your email and they’re able to send you offers through email marketing.

Very simple, very effective landing page style.

Landing Page #6: Just Give It To Me — The Simple Sign-up/Opt-in Page

The more straight forward your offer is, the more simple your landing page can be.

For example, Equifax.com is one of the leading credit report companies.

There’s not a whole lot to explain about credit reports. People know what they are and just want to know where to get them for a good price.

Landing Page #7: Thou Shall Not Enter — The Gated Landing Page

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The Gated Landing Page

One way that eCommerce stores have solved this is by creating a “gated” landing page. This means that the prospect is required to  enter their email address before they’re able to browse the products.

Here’s an example from Zulily, a huge eCommerce store that sells discounted clothing and items for your house.

There’s definitely going to be a percentage of people that get angry and just exit the page.

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The Gated Landing Page

However, the “Daily Deals Up To 70% Off!” copy is pretty tempting and most people are going to be willing to opt-in just based on that.

Another eCommerce which uses a gated landing page is Frank & Oaks, an online menswear store.

All the logos at the bottom are great social proof. Most people are going to see these and trust them enough to enter their email.

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