LANDING PAGE | WHAT YOU NEED TO KNOW ABOUT ITLanding page is any webpage that someone lands on after clicking an online marketing call-to-action. Quite often, digital marketing campaigns become focused on driving consumers to visit a website, with no real thought as to what happens when they get there. When a consumer clicks on an inbound link into your website, whether through an Google Adwords ad, social media, or a link on someone else’s website, they ‘land’ on a web page that gives them their first impression of your brand. Any of your website pages can be a ‘landing page’ in that sense – but they may not make a good landing page. Optimally, landing pages should be customized to achieve the following objectives:
Trigger a ConversionThis is the main (but not only) objective of a landing page – to get visitors to take a desired action. Depending on your ad campaign objectives, this could be lead generation (visitors provide their details for further communication with your brand) or a direct purchase. While this is obviously the most lucrative objective of a landing page, most businesses find that many consumers do not convert at their first contact with a website or landing page. Thus, a landing page designed solely to cater for conversions may cause you to miss out on the other benefits that a good landing page can bring.
Capture Basic Background DataEven if web visitors do not ‘sign up’ with your brand, a good landing page should still be able to track basic data for each visitor – for example, demographic data like age and gender, as well as the visitor’s referral source, or where they entered your landing page from. Using this background data, you are then able to retarget these visitors at a later date using the remarketing features of ad platforms like Google Display Ads and Facebook.
Explain Your BrandYour landing page is the first point of entry into your website – and there is a possibility that your visitor will not navigate beyond that first page to explore the rest of your website. Thus, it is a good idea to make your landing page count by including key points of information about your brand, including unique selling points that make your brand different from others.
Give Visitors Options for Next StepsIt is also important that your landing page not be a ‘dead end’. Some businesses do choose to design very minimalistic landing pages if their main goal is to drive conversions, as giving the website visitor fewer options can increase the chances that they will perform your desired action. However, you do tend to lose out on those visitors who are in ‘browse’ mode, looking for more information before committing to an action. Thus, giving the option of finding out more, exploring other aspects of your website, or providing contact information can be useful on a landing page in order to help these visitors along on their consumer journey.
BEST PRACTICES FOR LANDING PAGES
- Too many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted web traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
- Another important suggestion by .com, is to ensure that sharing buttons are also provided on the landing page:
- The last, but not the least: Testing!