Sometimes people often confuse some pages they see on the Internet, as in the case of microsites and landing pages. Although visually they may appear the same or similar, the reality is that they are different both in their structure and in their operation.
It is important that you learn to differentiate one from the other. Not only when surfing the net, but also when you want to create one of the two, since their objectives and functions are different.
In this way, you will be very clear about how you should work on each of these elements and the objectives that they will help you achieve according to their function.
So, if you still have doubts about the differences between microsite and landing page, it is time to clarify them so that you can use them in your strategy. Once you can clarify how this type of site and page works, you can start creating your project.
Learn more about the microsite
When talking about microsites, reference is made to promotional websites that are associated with a main site. It is important to note that these work with a separate domain or subdomain and have their own navigation, design and content.
In fact, they are created with the objective of promoting a product, service or event. Therefore, they must have an attractive web design that impacts users.
In addition, it has to be able to convey the values of the brand and what you offer. These sites are usually limited in duration, since they are linked to a specific promotion.
Typically, a microsite is one to three pages long, but it is not mutually exclusive from the main company website. As you already know, they revolve around specific marketing campaigns or events. But also, to very precise ads or keywords for which it is necessary to adapt the information to that specific need of the user.
If you want to be successful with these types of sites, it is essential that you select a good domain. In this way, the visitor will be able to remember where said action is promoted easily by relating it to your general brand.
A review of the landing page
You probably know more about landing pages, pages that the user accesses by clicking on a link, usually advertising, and that are specifically designed for consumers to take an action.
This can be to sign up for a newsletter, download some material, buy or any other call to action you want. It should be noted that the landing pages are not connected to your website navigation.
In addition, they do not have links that redirect users to another place. This is because the main objective of them is to convert visitors into potential leads or customers.
Through a landing page you can obtain the personal data of the users through the use of forms. This will help you to contact them through other channels such as email or SMS marketing.
Thus, you can start working on your lead nurturing strategies and offer them more direct and personalized offers until they become loyal customers.
Keep in mind that landing pages are not designed to help you rank higher in search engines.
Rather, they are used in strategies to attract leads through advertisements, sponsored content, publications in networks, QR codes or newsletter shipments, or for the conversion of customers for specific products or services.
Differences between microsite and landing page
Having the concepts clearer, it is time for you to know what the differences are between microsite and landing page. In this way, you will be able to work with each one in the correct way and you will obtain the expected results.
The first thing to note is that a microsite can contain more than one page, published as a separate page from the main site, that is, it works by itself. On the other hand, a post-click landing is a single page and can be published on the main site of your business or not.
A common query regarding the latter is usually how to analyze the results. By having the website and the landing in different domains, you are usually concerned that the metrics are more confusing and difficult to analyze. However, it will be enough to insert the same pixel in both.
There is no denying that the microsite and landing page are similar in size, purpose, and life. Both are smaller than a traditional website, are usually temporary, and are created for specific campaigns. But what are the most concrete differences? You will get to know them better below:
1.- Benefits and drawbacks of microsites
One of the first differentiating factors that you should identify is the benefits that microsites can offer you. Ah! but also the inconveniences that they can generate, so pay attention:
- It focuses on promoting a specific product or service, usually for a limited time. Simply put, these secondary websites are created for strictly promotional purposes.
- These are very accessible and attractive sites for users, they offer specific information in a usable way and within people’s reach. Thus, there is a more direct and easily accessible communication.
- By assigning it a different domain with new keywords you can optimize the promotion of your products or services, as well as that of your brand in organic searches more quickly and efficiently.
- Take advantage of the creative freedom offered by microsites to share audiovisual and graphic content. These will not load weight on your traditional website but it will generate more visits.
- They provide effective performance measurement, since this type of website gives you the ability to measure the scope and metrics of a promotional campaign in a timely and segmented way.
- Although they are small websites, they can take a long time to develop.
- Microsites are not the best allies to convert users into customers.
- Using a campaign-specific URL can confuse loyal customers of the main brand.
- They may require a lot of maintenance.
2.- Pros and cons of landing pages
In order for you to find the differences between microsite and landing page, it is necessary that you also know the pros and cons of landing pages. This will not only help you identify each one, but you will also be able to know which one to use according to your goals to achieve.
- It facilitates the personalization and adaptation of the page according to the offer, product and timing. In addition, you can adjust the form according to the data you require.
- Navigation is simple and organized, this avoids visual distractions, so the user focuses his attention on the action to be taken.
- You have the possibility to use a more persuasive and commercial language than in the corporate site and generate more attention to call to action.
- With a landing page you can have your own domain that is attractive and that is directly related to the product and its usefulness.
- You can analyze the effectiveness of the campaign, which will allow you to have the information related to that specific page differentiated.
- By having other additional pages to the corporate site, the presence of the brand is increased and the search results are increased.
- They are easy to create and launch. In fact, there are tools that can help you in this process. This means that they can be done externally and without requiring the help of the IT department.
- Landing pages are very secure. This is because it is not necessary to enter the FTP of the corporate site.
- It gives you the opportunity to make frequent optimizations taking as a reference the results that you are analyzing from the current campaign.
- Ideal for converting visitors into leads, you will see how the profitability of campaigns increases, both offline and online, thanks to the growth of the conversion rate.
- They are probably not as attractive as a full microsite; it will all depend on how you work the design.
- Sometimes most landing pages are not that informative.
Microsite and landing page: When to use each
As you can see, the biggest difference is in the benefits it offers and the drawbacks it can produce. Depending on what you want to achieve with your strategy, you must select which one to work with. For this reason, below you will see when you have to use them
When you start to decide between the microsite and the landing page, you have to take into account factors such as the size of your work team and the campaign you want to promote. You also have to keep in mind the budget you have available for this strategy.
In terms of goals, keep in mind that microsites work best for brand awareness goals, while post-click landing pages are the best allies if you’re looking to convert visitors into leads.
Microsites are more complex to develop, you will probably have to hire a specialist to build it. But if you know how to use a content management system like WordPress, you can do it yourself.
In the case of landing pages, they are easier to create, there are tools that help you in this process and that, in addition, provide you with free templates that can be fully customized.