on 12 January 20
What is Landing Page?
A landing page is a page where your visitors land (arrive) from other sources, such as search engines or social media. So basically it’s a page that’s optimized to evoke a certain reaction from the visitor, such as buying a product or subscribing to a newsletter.
In online marketing, a landing page, sometimes known as a lead capture page or a lander, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.
Why are landing page so important?
Whether your website’s goal is to sell products, generate leads, generate phone calls, or anything else, using and optimizing landing pages will ultimately lead to higher conversion rates and more business for you. One of the biggest misconceptions about websites is that all of the traffic should be sent to the homepage.
Focus on conversion
I’ve spoken with many companies that believe sending PPC ads and email campaign clicks to their homepage isn’t wrong. I usually have to start with why this is a bad idea and how a landing page will improve conversions.
The simple fact is this: landing pages focus on one thing and that’s converting visitors into leads. Whether you’re asking for contact details in exchange for a free white paper, demo download of software or something else, a targeted landing page is going to convert visitors more.
Think about it, wouldn’t you rather have one page to go through instead of trying to find what you need from a company homepage? I thought so.
Sure, there’s different metrics you can gather on your homepage, but with a conversion targeted landing page, I can really concentrate on what’s working and what’s not.
For instance: if you have a high bounce rate on a landing page, but a low time on page stat, then you know you need to tweak some things in your copy or landing page design.
Since a homepage has so many links and distractions, you have a harder time to find out where you need to improve there, vs. on a landing page.
Cut costs on advertising
Did you know landing pages actually help reduce costs on advertising? With more conversions through focused pages, you can generate more leads, for more sales revenue. That in-turn decreases costs and you can put more funding into things like higher PPC ad budgets or other techniques, such as SEO and social media outreach.
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