Lead gen (or lead capture) landing pages are concerned with gathering data from your prospects (then a lead) to facilitate a follow up communication that will lead to a sale, and this is the primary landing page marketing technique of the B2B crowd.
Your visitors are typically offered a reward for sharing their data. This could be any of the following:
We'll explore many landing page examples in this blog section to help you with your landing page designs.
Here’s a great example of an A/B test on an education lead gen landing page. It’s a common strategy in education to use banner ads and PPC to drive traffic to a landing page where data is captured in exchange for course information.
The main elements being tested here are the color palette, hero shot imagery and primary messaging.
You can see from the two landing page examples below that there is a very strong message match – both visually and in terms of the primary headline.
(Click on the landing page images for a closeup)