Landing pages are one page, high impact web pages placed within a site as the first page a visitor to the site sees or ‘lands’ on. They provide as much information as needed to persuade the visitor take a desired action.
They are used as a focused ‘welcome gate’ for targeted traffic sent from a marketing campaign such as PPC, (Pay Per Click platforms like Adwords) rather than sending traffic to your home page where the message will be diluted and not as effective.
Typically they have a distinct design from your website and may have no global navigation to tie it to your main site even though it sits within the site. This is done to limit the options to visitors so they are guided towards the intended goal with no interruptions or options to go elsewhere.
Types of landing page
There are two types of landing pages – Click through and Lead Generation.
Click Through landing pages
This landing page type is designed to persuade the visitor to ‘Click through’ as the name implies, to another page.
Often used in ecommerce sites as the product description page, providing enough detail so the visitor is more inclined to purchase the product in the next step along the sales funnel. This is usually the shopping cart or registration page.
These pages increase conversion rate by informing visitors first rather than trying to sell to them immediately which is too often the case when visitors are sent directly to shopping cart pages – they want to make an informed decision – cue the ‘click through’ landing page.
Lead Generation landing pages
Lead generation pages are used to capture data rather than push a visitor on to another page to complete the goal – they are often the first and final page you want your audience to visit.
As these pages capture data, they will contain a form for visitors to fill in their data and crucially, a description of what they will receive in return for submitting the data.
Lead generation landing pages are most often used at the top end of the sales/marketing funnel. They are the initial capture point to lead potential customers to the next level of the funnel where they will be introduced to more detailed information about your product/service through a different content format such as an invitation to join a webinar or consultation. As any visitors seeing these pages are unlikely to be at the point of making a buying decision, the process does not overtly try to sell as this will result in the visitor leaving before we have had the chance to persuade. So, the reward for leaving data is similar to providing a free sample or taking a test drive such as take part in a free trial or contest entry, gain access to ebooks or white-papers covering the finer points or even provide early access or discounted pricing.
*A point to note – The length of the form and level of personal data requested has a direct impact on the effectiveness of the page. For every additional line of data requested, the conversion rate halves. So if you only need an email address to make further contact with prospects – Just ask for that.
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