Do you know what a click-through landing page is and how it impacts on the consumer’s purchasing decision?

Often, when we’re reading interesting content on the internet, we think of a product that matches that communication.

For example: a blog article that discusses the importance of sunscreen even on sunless days, telling us how much it prevents premature aging, etc.

The end of the article could contain a link to a page presenting a sunscreen that is being launched on the market.

Similarly, the reader viewing the advertisement for this product may be interested and want to know more about the launch.

So they click on the CTA to find out more details and go to the same page as the reader of the article.

This is what a click-through landing page does: present specific features and show the consumer how a product meets their needs.

The insertion of offers and discount coupons also determine what a landing page of this type is. This landing page takes the visitor to the next stage of the shopping journey: the checkout.

The click-through landing page is also an integral part of email marketing strategies. Find out more below.

What is a click-through landing page in an email marketing campaign?

In the case of email marketing campaigns, the content is sent by email and, if the subject line is good, the user opens the message. Then there needs to be an engaging argument that leads the consumer to click on the link corresponding to the click-through page.

Selling in this way is simple and quick, bearing in mind that the sender is talking directly to the lead, without the presence of intermediaries who might distract them, as in the case of a blog article.

However, it’s important to note that the goal of generating revenue using email marketing is only possible with a clean contact list built with the permission of the recipients, and not through resources such as an email extractor, for example.

Lists of valid and active contacts are essential for professionals who want to exploit a sales landing to the full. And this can only be materialized through email verification.

What is a value-added landing page?

What is a sales landing page without arguments capable of leading the user to a decision to buy?

The click-through landing page is positioned between interest in the product and the checkout. That’s why it’s the part that has the most arguments within the communication strategy.

And it is precisely here that added value acts as an incentive to buy.

In addition to buying

Through added value, the consumer gains more than if they simply made the purchase. This strategy works through add-ons that make the product even more valuable.

For example, some fine confectionery items are sold in packaging that can be reused (sophisticated cookies, etc.). The wrapping is a bonus that becomes part of the product’s identity.

The buyer gets the cookie + an iron wrapper that can be used for various purposes after consumption.

When the product allows for the insertion of some added value, the function of the click-through page becomes even more persuasive. And this can increase sales results.

Difference between lead generation page and click-through page

Anyone who works with email marketing knows what a lead generation landing page is.

Aimed at capturing data from prospects, these pages are active at the top of the funnel, where people become familiar with a brand’s/company’s content.

It works as follows: the user is encouraged to access or download interesting content by means of a registration form.

In the form, which is inserted into a lead generation landing page, the consumer enters their name, email address and other data. They can then access or download the material.

The company, in turn, creates a list of people with whom it will later communicate.

Remember that leads collected from registration forms will only bring results if there is a real-time verification API integrated into the data collection service. That way, invalid emails don’t make it onto the lists.

The sales pitch defines what a click-through page is. With the aim of leading consumers to purchase a product, this type of landing page is widely used in e-commerce.

Conclusion

The use of click-through landing pages is part of copywriting strategies, i.e. they are pages aimed at sales.

That’s why it’s so important that the added value helps in the argument that leads the consumer to close the deal.

For those who work with email marketing, sanitized and bounce-free lists are essential to guarantee the results not only of click-through pages, but also of lead generation pages.

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