WHat is a landing page?
Simply, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
Landing pages are often the starting point of a customer’s journey with you. Once you harvest their information from the page, you can begin converting these leads by building a relationship with them.
Why Should I use Landing Pages?
The short answer is because they help increase your conversion rates. The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
Message Match
Most visitors are very impatient and will leave your site within a few seconds of arrival if you don’t reinforce their mission with a matching headline and purpose (quickly and clearly).
A comparison of good and bad message match on a landing page for a PPC campaign:
An example of bad message match
Ad: Get 40% off kitten heel shoes
Landing page message: Welcome to Savvy Shoe Store
An example of good message match
Ad: Get 40% off kitten heel shoes
Landing page message: Get 40% off all kitten heel shoes at Savvy Shoe Store
Landing Page Tips
Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
A landing page should have a single purpose and thus a single focused message.
Use video. It’s been shown to improve conversion by up to 80%.
Congruence: every element of your page should be aligned conceptually with the topic and goal of the page.
Show social proof via indicators of your social status.
Simplify your copy using bullets.
Show your phone number so people know you are real and can interact with you on a personal level.
Finally, don’t send inbound traffic to your homepage. Use a landing page!
