Modern consumers are busy, and often bounce between websites when they don’t immediately find what they’re looking for. For marketers, this means there’s a very small window of time to grab their attention and nudge them toward the action you want them to take.
Challenging? Sure. But it’s much easier when you present them with the right landing page.
Dedicated, well-designed landing pages help with campaign engagement. But to see the best results, you need to align the type of landing page with your marketing goals. Below, we highlight 12 landing page use cases to help you choose the one that turns site bounces into conversions.
Note: The brands and examples discussed below were found during our online research for this article.
Key takeaways
- Landing pages fall into two main categories: goal-oriented pages designed for specific conversions and website-based pages that serve broader functions. Understanding this distinction helps you select the right type for each campaign.
- Squeeze pages and lead capture pages work best at the top of your funnel for building email lists, while sales pages and click-through pages drive conversions at the bottom.
- Every landing page type benefits from tracking individual link performance, allowing you to identify which campaigns, channels, or assets drive the most engagement.
- Matching your landing page type to your campaign goal eliminates friction and guides visitors toward a single, clear action.
- Pairing any landing page with a trackable short link or QR Code gives you real-time visibility into clicks, scans, and geographic engagement patterns.
What is a landing page in marketing?
A landing page is the first webpage on your site that visitors reach after clicking a link (or scanning a QR Code) in a PPC ad, social media campaign, email ad, or other digital marketing asset. They’re designed to guide users through the sales funnel and encourage them to take a specific action.
While some brands use landing pages and website home pages interchangeably, landing pages are structured differently and serve a unique purpose. They’re typically short, focus on a specific action or goal, and have minimal navigation options. Conversely, a homepage serves as the front page of your website, featuring extensive navigation menus and information about your brand.
Landing pages fall into two key categories:
- Goal-oriented landing pages: These pages encourage visitors to take an action that supports your marketing goals. They also make it easy to track conversion rates.
- Website landing pages: These pages support a specific site function or provide essential information, like pricing details.
Landing pages can stand alone, while homepages typically direct to a network of sub-pages. Because they’re designed to drive conversions, landing pages also tend to be more engaging: The average conversion rate for landing pages across all industries is 5.89%.
Why are there different types of landing pages?
Each type of landing page serves a unique purpose and aligns with a specific stage of the sales funnel. The wrong type of landing page may confuse potential customers, leading to wasted time and resources and a low conversion rate. The right landing page does the opposite—it maximizes your resources and creates a seamless customer experience.
12 types of landing pages and their best use cases
Depending on your marketing goals and desired conversion, your landing page will (and should) look different. Below are 12 popular types of pages and their ideal campaign use cases.
1. Lead capture page
Lead capture landing pages are designed to gather contact information from potential future customers. These pages typically include a form where customers can provide their name, email address, phone number, or other contact details.
In most cases, lead capture pages are a middle-of-the-funnel tool that offers a free resource (called a lead magnet) in exchange for filling out the form. Exclusive ebooks, white papers, or webinars are great options for this content marketing strategy.
Lead capture pages are ideal for lead generation and nudging visitors toward a purchase. The resources they share can help boost your brand’s reputation, build trust, and strengthen relationships with future customers.
2. Squeeze page
Squeeze landing pages are similar to lead capture pages, but they only collect email addresses. They usually have a minimal design with limited exit paths to keep the visitor’s focus on the email signup. Many squeeze pages also use lead magnets or exclusive offers to encourage visitors to sign up.
Some consumers are hesitant to fill out a long form with contact and demographic information. But they may be more willing to provide just their email address, which is why squeeze pages can be particularly effective.
Squeeze pages are powerful tools for building your email list for future marketing campaigns. In 2025, email campaigns had an average open rate of 43.46% across all industries, making them an effective way to connect with your target audience.
These landing pages work well for audiences at the top of the sales funnel and who are just learning about your brand. Once they provide their email address, you can nurture their interest with product updates and promotion emails.
3. Splash page
Splash pages are pages that appear before the visitors reach your homepage. They usually look more like pop-up windows than separate landing pages.
Splash pages usually have minimal text and bold visuals to make a strong first impression. Some splash pages also double as squeeze pages, asking the user to provide their email in exchange for a discount code, newsletter, or other promotion. The main difference is that users can exit out of the splash page and go directly to your site’s homepage.
Splash pages are designed to grab the visitor’s attention, but they aren’t meant to be high converting. Instead, they provide helpful context or get the visitor engaged before they explore the rest of your website.
Splash pages might promote a specific offer, build pre-launch buzz, or ask the user to verify important information. For example, U.S.-based alcohol brands often use splash pages to confirm that visitors are over 21 before allowing them onto the site.
4. Click-through page
Click-through landing pages feature detailed information about a specific product or service. They include a call-to-action button that visitors can click to make a purchase or take an action.
Unlike lead capture pages or splash pages, click-through landing pages don’t ask for information directly. Instead, they’re middle- to bottom-of-funnel tools that warm visitors up as they move through the sales funnel, and often rely on CTA button best practices to encourage conversions.
Software providers often use click-through landing pages to promote free trials of their products. The click-through page provides detailed information about the software’s features and benefits, with a prominent CTA button that directs visitors to “Start a free trial.”
Click-through landing pages are a great option if your standard web pages aren’t generating the engagement you’re looking for. They also work particularly well as a complement to PPC or social media campaigns.
5. Product landing page
Product landing pages promote specific products or services. They feature detailed descriptions and images of the product and may even have videos of the product in action. These landing pages may also include customer reviews and other social proof to make the product even more appealing.
As with other landing pages, a product landing page typically features a strong call to action—often one that encourages visitors to make a purchase.
Product landing pages work particularly well for ecommerce brands that want to promote a specific product or service without distractions. These landing pages are also a great fit for paid ads where you want users to land on the exact product they searched for, rather than a generic page.
6. Long-form sales page
A long-form sales landing page features a detailed pitch for your product or service, usually supported by photos, videos, or interactive content. These pages typically have multiple calls to action sprinkled throughout the content to help bottom-of-the-funnel customers make a decision.
Long-form sales pages work best for promoting high-cost, premium products with complex features, where a standard product landing page might not be enough to close the deal. Sales pages go beyond product landing pages by directly addressing potential objections and building trust.
Strong copywriting is key with long-form sales pages. If your language isn’t compelling enough, readers may get bored and click away from the page before making a purchase. Common copy frameworks like the problem-agitate-solve (PAS) method are typical structures used to guide consumer decision-making.
7. Pricing page
A detailed pricing page breaks down the cost of your offerings and includes a CTA encouraging readers to sign up or buy. This type of page is most useful for subscription-based products with multiple tiers. Potential customers can compare pricing options at a glance to finalize their decision.
8. Get started page
Get started pages are top-of-the-funnel entry points for new users. They guide visitors through the process of signing up, creating an account, and using your product for the first time.
These landing pages are user-friendly, making signing up seem less intimidating. They’re often paired with click-through landing pages or used as the destination for email or PPC campaigns.
9. “Thank you” page
Saying “thank you” goes a long way toward building healthy relationships with your customers. A thank you page displays a branded message of gratitude after a customer takes a desired action, like making a purchase or signing up for your email list.
Thank you pages provide helpful information like delivery dates and tracking links, plus they can funnel visitors back to your homepage, blog, or social media pages for more engagement.
10. 404 page
404 pages display error messages when users attempt to visit a page on your site that doesn’t exist. This usually happens when users click on a broken link or type in an incorrect URL.
Creative 404 pages help prevent lost traffic by redirecting visitors to active product pages or your homepage. Instead of using a generic 404 page, reinforce your brand’s personality by including your logo, colors, and imagery, along with engaging copy to redirect visitors to your homepage or product pages before they bounce.
Your 404 page might say something like, “Oops! That page doesn’t exist. Want to check out [product/service] instead?” Using a branded 404 page like this ensures you don’t miss out on new leads due to typos or broken links.
11. Event registration page
Event registration pages are designed to promote upcoming webinars, conferences, workshops, or other branded events. They include key details, like the event’s date and time, location, speakers, and agenda. They also include a registration form or ticket purchase options.
To boost event signups, highlight the benefits of attending and add features like a countdown timer or a seat map to create a sense of urgency. You can link to these pages in your digital marketing campaigns, or you can use QR Codes on signage and print materials to promote them in person.
12. “Coming soon” page
A “coming soon” page is a pre-launch landing page that announces an upcoming product, service, or feature. These top-of-funnel pages are a great way to generate interest and gauge demand before a product officially launches. With these pages, you can collect emails from interested customers and send them relevant updates.
How to choose the right landing page type for your campaign goal
To choose the best landing page for your marketing campaign, prioritize timeliness and relevance. You want the page to be relevant to what the customer is looking for at the moment, so the page should be focused on one conversion goal and aligned with the funnel stage your target audience is in.
For example, if your goal is to increase sign-ups for an upcoming event, your on-page CTAs should focus on registration or ticket purchases. Including conflicting CTAs pushing visitors to your latest product can be confusing and counter-productive.
Here’s a quick-start guide that can help you align your landing page type with the funnel stage your campaign is targeting:
| Sales funnel stage | Landing page types |
| Top: Awareness | Squeeze, splash, coming soon, 404, thank you |
| Middle: Consideration | Lead capture, click-through, product landing page, pricing page |
| Bottom: Decision | Long-form sales page, get started page, event registration |
Measure and optimize landing page engagement with Bitly Analytics
Marketing campaigns are nothing without trackable data that you can use to refine future outreach efforts. No matter which type of landing page you use, you need to be able to track engagement to see which strategies customers are responding to.
Bitly Analytics helps you track engagement on links and QR Codes across all of your campaigns. You can pair each landing page with a distinct short URL via Bitly Links and use it in paid ads, email marketing, and social media posts. For offline or print campaigns, you can use Bitly Codes to create custom QR Codes directing to your landing pages via URL.
Once your links or codes are live, you can see landing page metrics like page views, click and scan volume in real time, device type, and location (depending on your Bitly plan). With this information, you can see which marketing assets are generating the most landing page engagement and are worth continued investment.
You can also use Bitly Pages to create landing pages in minutes. Choose from a library of landing page templates and customize them with your branding and product details with no coding required. Like links and QR Codes, you can track Bitly Page performance in Bitly Analytics to see how your audience is engaging with your campaign content.
Drive more conversions with the right page and the right link tracking
The right landing page creates a positive digital experience for customers and boosts your chances of conversion. With strategic, intentional page structure and the right analytics tools, you can double-down on the landing page campaigns that drive results.
The Bitly Connections platform empowers marketers with a unified solution to create effective landing pages—whether you’re building them from scratch in Bitly Pages, or linking to your own website. With Bitly, you get better insights into what content gets the most clicks or scans, helping you learn more about what your customers like with every campaign.
Get started with Bitly today to build landing pages that drive conversions.
FAQs
What’s the difference between a landing page and a website page, like a pricing or thank you page?
Landing pages fall into two broad categories: goal-oriented pages built specifically for a campaign conversion and website-based pages that support broader site functions. A squeeze page or lead capture page is a classic goal-oriented landing page. They exist to drive one action and are often separate from your main site navigation.
Pricing pages, thank you pages, and 404 pages are website-based landing pages. They live within your site structure and serve a functional role. They still benefit from the same focused design principles and can be tracked and optimized like any other landing page. The distinction matters because it changes how you build, test, and measure each type.
Can you swap a landing page’s content without changing the Bitly link?
Yes, because Bitly links redirect to a destination URL, you can update the landing page content without changing the short link you shared. If necessary, you can update the destination URL without changing the short link itself. This flexibility means you can preserve analytics history and avoid broken links in already-published campaigns while still refreshing your landing page content.
Which types of landing pages work best for QR Code campaigns?
Any landing page type can be paired with a QR Code, but pages with a single, low-friction action tend to perform best in print and offline campaigns where visitors are arriving cold. Click-through pages, event registration pages, and coming soon pages are strong choices because they have a single clear next step that translates well from a physical scan. Squeeze pages also work well for QR Codes placed on packaging or in-store signage where you want to quickly capture an email. Pairing each QR Code with a unique Bitly link lets you track scans by location, device, and time so you can see which placements are driving traffic.
How often should you A/B test a landing page?
A/B test landing pages whenever you launch a new campaign or notice conversion rates dropping, and run tests long enough to collect meaningful data. In many cases, two weeks is a practical minimum, depending on traffic volume. Testing one element at a time, such as headline, CTA button, or form length, helps you identify what specifically drives performance changes.
