WHAT IS A LANDING PAGE?
A landing page, sometimes known as a “squeeze page” or a “lead capture page” is a web page where a user is sent, usually as a result of clicking on a marketing campaign such as pay per click advertising or an email marketing campaign promoting a particular product. A landing page will target a specific audience and it’s general purpose is to convert site visitors into paying customers and, or enable the capture of data for future use.
WHY DO I NEED A LANDING PAGE?
When a user has clicked on a specific campaign marketing a particular product or service they really want to read more about that particular product or service. The chances are that if they are re-directed to your home page they will be provided with all sorts of information which may not be what they were looking for, causing confusion and discontentment. However, this is where the landing page comes into it’s own. Statistics confirm that if visitors are directed straight to the product or service they have shown interest in they are more likely to make an immediate purchase and spend more time on your website browsing other products and services.
THE PURPOSE OF A LANDING PAGE
The main purpose of a landing page in online marketing is to inform, capture visitor information and to sell the product or service. The landing page is usually built to encourage a visitor to complete a form to enable the capture of a minimal amount of information such as an email address or perhaps a name and telephone number with the aim of making a sale or eventual sale, and for the captured information to be added to a prospect mailing list for future marketing campaigns.
For example; the visitor will provide some such as an email address in order to receive:
• download content
• a newsletter
• money off vouchers
• enter a competition
• get a free trial
• promotional offers
WHAT DOES MY LANDING PAGE NEED TO DO?
• A landing page must have product or service information that quickly grabs your visitor’s attention.
• It has to perform a sales process
TRACKING AND MEASURING AN ONLINE MARKETING CAMPAIGN
A landing page is also a great way to measure the effect of an online marketing campaign. It is simple and easy to track and measure, as visitors are directed traffic you can measure where they click the most, how long they stay on your page and what your conversion rates are.
