landing page

Just what is a landing page (and when should you use one)?

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Plenty of people will ‘land’ on your website pages, but that doesn’t make them ‘landing pages’ in the strictest sense of the word(s).

At The Marketing Campaign Company, we like to think of a landing page as a separate page from your website that delivers a specific message in a highly engaging manner. A landing page should also display strong call-to-actions that encourage visitors to make an enquiry, a purchase, leave their contact details or whatever else you’d like them to do. Typically landing pages will have a self-completion form but this isn’t essential if you (the customer) don’t want one on your page.

You might ask: “Why not just use an existing web page on my site for a landing page?” That’s not an unreasonable question but there are reasons why a separate landing page is usually more effective.

Landing pages communicate a highly focussed message to a visitor and encourage them to take a specific action. Your typical website page will contain other noise – menus, side bars, links to other pages and so on – leading them away from the desired course of action. You’re also not necessarily constrained by a design template when creating a landing page which can allow you to make the experience more engaging.

Types of Landing Page

Because you aren’t cluttering the landing page other distractions, your visitors are more likely to undertake one of the call-to-actions you’ve presented to them. The type of landing pages is defined by the call-to-action you choose.

Lead-generation landing pages using self-completion forms encourage visitors to give their details in exchange for something such as an eBook, webinar registration, a free trial or a specific offer. This is an opportunity for your visitor to ‘convert’ into a potential customer. They’ve left their details, you’ve given or promised them something and they are now engaged with your brand.

Click-through landing pages present the visitor with a persuasive reason to buy a product or service and then direct them through to the purchase page. Directing the potential customer straight to the purchase point can reduce conversations if, for example, the visitor does not have sufficient information to make a decision.

When landing pages are used and how they help measure ROI

Landing pages are typically used in pay per click (PPC) and email marketing. Both allow you to more easily measure the effectiveness of a campaign because visitors are sent to a page with a specific message and call-to-action. When looking at ROI for your campaign you can consider a) the number of people who have engaged with your message and clicked-through b) the number of people who completed your call-to-action and c) the number of eventual sales from the campaign. All three actions are of value to your organisation but you’ll need to allocate a monetary value to each to calculate ROI.

To find out more about how The Marketing Campaign Company can help you with Landing Pages, click here.

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