Sales Page vs Landing Page: Which is Better for Conversions?

A super quick guide to help get the best conversion rates from your web pages

Sales pages and landing pages are two of the most effective tools in your conversion kit… as long as they’re working as hard as they should. And the first stage in putting these two online sales champions to work is establishing which one, exactly, your business needs. 
Confused? No need. Let’s dive in and look at the difference between a sales page and a landing page, the benefits of both, and how to decide which one is right for you and your brand.

Understanding sales pages and landing pages

A sales page is a standalone document designed to persuade visitors to take a specific action. This might be getting them to make a purchase, subscribe to a service, or register for a webinar. The primary goal of a sales page is to convert visitors into customers. Sales pages typically include a headline, product or service description, benefits, testimonials, and a call to action.
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A landing page, on the other hand, is a space for visitors to land after clicking on an advertisement or promotional link. The primary goal of a landing page is to convert visitors into leads by capturing their contact information, such as name and email address. Landing pages typically include a headline, description of the offer, benefits, a lead capture form, and a call to action.

Differences between sales pages and landing pages

The main difference between sales pages and landing pages is their primary goal. While a sales page is designed to convert visitors into customers, a landing page is designed to convert visitors into leads. 

Another difference is the type of traffic they receive. Sales pages typically receive organic traffic from search engines or direct traffic, while landing pages receive paid traffic from advertisements or promotional links.

Furthermore, sales pages are usually used for promoting a specific product or service, while landing pages are used for promoting a specific offer or lead magnet, such as a free trial, ebook, or webinar. 

Finally, sales pages are often longer and more detailed than landing pages since they need to provide enough information to persuade visitors to make a purchase.

Benefits of sales pages

A fairly obvious one, but it bears stating: the key benefit of a sales page is its ability to convert visitors into customers. A well-designed sales page, with compelling copy and a clear call to action, can significantly increase your conversion rate. 
Another benefit is that sales pages allow you to showcase the unique features and benefits of your product or service, which can help to differentiate your business from competitors.
Sales pages also provide valuable data on your customers' behaviour and preferences. By analysing the conversion rate, bounce rate, and time spent on the page, you can identify areas for improvement and optimise your sales funnel for better results.

Benefits of landing pages

Like sales pages, landing pages offer many benefits for online businesses. One of the most important is lead generation. By capturing visitors' contact information, you can build a targeted email list to use for future marketing campaigns. This can help to increase your customer lifetime value and improve your return on investment.
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Landing pages can also provide a more personalised experience for visitors. Since they’re designed for a specific audience, you can tailor the copy, design, and call to action to meet that demographic’s needs and preferences. This can help to improve your conversion rate and build trust with your audience.

Which one is better for your business?

The answer to this question depends on your business goals and marketing strategy. If your goal is to increase sales and revenue, then a sales page may be the better option. However, if your goal is to generate leads and build your email list, then a landing page may be the better option.

You can of course use sales pages and landing pages together as part of an wider sales funnel. For example, you might want to use a landing page to capture leads and then redirect them to a sales page to convert them into customers. 

Different tools for different jobs

Ultimately, both sales pages and landing pages are essential tools for any online businesses looking to convert visitors into customers and generate leads. While sales pages are designed to convert visitors into customers, landing pages are designed to convert visitors into leads. Both options offer unique benefits and can work together to create a comprehensive sales funnel.

When deciding which one is better for your business, it's important to consider your goals and marketing strategy. Ultimately, the key is to test and optimise your sales funnel for better results. By analysing your data and making strategic changes, you can improve your conversion rate and grow your online business.

And when you’re ready to get started… give me a shout. Let’s sell your brand with the power of story.

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