We’re going to add another ‘need to know’ term to your Digital Dictionary! As it turns out, a lot of our clients are asking over and over again… What is a landing page? One would assume that it’s any web page a visitor can arrive at or land on. Nope, it’s not exactly that, however, when you hear ‘Landing Page’ thrown into a conversation along with ‘Online Marketing’, it makes things a little clearer. Let us explain.
WHAT IS A LANDING PAGE AND WHY IS IT SO IMPORTANT?
A landing page is a stand-alone web page from your main website that has been designed and created for a specific purpose… And that is to convert visitors into quality leads.
A landing page has no real connection to your main website. The goal is to limit the options available to your visitors by removing menus or links in order to avoid distracting from your main purpose, which is to convert strangers on the internet into loyal and repeat customers.
There are different types of landing pages out there, but we will focus on two of our most popular page choices used for successful online marketing campaigns.
CLICK THROUGH LANDING PAGE
These are often used to catch the eye of the visitor, showcasing a particular product in full detail with powerful images. The only clickable item on the page is the call to action button, for all you non-digital folk out there, it’s directing the visitor to click through to the original page where the product in question is situated and where one is able to then make the purchase.
An ideal use for a Click Through Landing Page: Online / E-Commerce Store.
LEAD GENERATION LANDING PAGE
The main purpose for a Lead Generation Landing Page is to collect information. The key aspect is to keep the form to as few fields as possible to encourage the user to complete it. (The more fields there are, chances are, the visitor will lose interest). Once the visitor completes the form, you are notified immediately and may contact the user directly to assist with their requirements.
An Ideal use for a Lead Generation Landing Page: eBooks, Webinar Registration, Discount Coupon or Vouchers, etc.
GAIN VALUABLE LEADS NOW!
When planning your next marketing campaign, driving high volumes of traffic to a landing page instead of your main website has shown proven conversion results every time. They are an essential ingredient to an online/digital marketing plan. They inform, entice and deliver the message effectively!