Contents of Post
- 1 Landing page explanation for Website
- 1.0.1 Click Through Landing Pages
- 1.0.2 Lead Generation Landing Pages
- 1.0.3 Why use a Landing Page ?
- 1.0.4 What are benefits of landing pages ?
- 1.0.5 When Should Use a Landing Page ?
- 1.0.6 How To Create Good Landing Page Content ?
- 1.0.7 Related
Landing page explanation for Website
Landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
There are 2 basic types of landing page, Click Through landing page and Lead Generation landing page.
Click Through Landing Pages
Click through landing pages have the goal of persuading the visitor to click through to another page. Used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.
All too often, inbound advertising traffic is directed at shopping cart or registration pages. This leads to poor conversions as the ad doesn’t provide sufficient information for someone to make an informed decision.
This is where the click through page comes in. As a result, the destination page from a click through page is typically the shopping cart or registration page – now with a much higher chance of conversion having passed through the details of the landing page.
Lead Generation Landing Pages
Lead generation landing pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
Why use a Landing Page ?
The answer is because Landing Page help increase your conversion rates.
The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
What are benefits of landing pages ?
The benefits of Landing Page are :
- Landing page leads to more qualified leads.
- More qualified leads lead to more conversion opportunities.
- More landing pages enhance the SEO of your website increasing the possibilities that your website will be found and visited.
- You need more sales collateral (or free offers) to present to each type of visitor which creates on site variety enticing visitors to stay on your website longer.
- Landing page leads are naturally segmented into different types of visitors so you can continue to tailor your ongoing messages to where they are in the buying process and thereby increasing your chances of creating a sale.
When Should Use a Landing Page ?
You should try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation is you should use a landing page.
How To Create Good Landing Page Content ?
- Each Landing Page should have a single goal.
- Ad copy, Call to Actions, emails should match the landing page in some way so people immediately understand they are in the right spot.
- The headline should stand out and quickly communicate the problem or the solution you are offering.
- Use concise, crisp body copy in your landing page that describes not only what you are offering but also gives the visitor an incentive to act.
- Include a relevant image in your landing page of your free offer.
- No navigation or additional links on the landing page to distract them from the goal.
- Where appropriate, include some trust factors such as customer testimonials, no SPAM policy, product performance, etc.
- Research has proven that the word “submit” is least effective in converting visitors into leads. You should experiment with other more friendly terms like: Download Now, Get it Now, Let me See it, etc.
Testing of your landing pages will yield the best results. Sometimes tiny tweaks yield significant increases in conversion.