There are two main types of landing page:
1) Reference Landing Page
Reference landing pages deliver information relevant to the visitor. This could include text, images, links or other elements not requiring interaction.
2) Transactional Landing Page
Transactional landing pages ask visitors to complete a transaction such as clicking on an advertisement, filling out a form or downloading a file with the aim being immediate or eventual conversion of that prospect to a sale. To aid the capturing of new leads, transactional pages generally seek visitor contact details such as a name, email address and/or a telephone number.
A visitor taking the desired action on a transactional landing page is known as a conversion. Landing page quality can be measured by the percentage of visitors who complete the desired action (the conversion rate). Since the Return on Investment (ROI) of pay per clíck (PPC) campaigns is often determined by the conversion rate, advertisers should be constantly testing, tweaking and improving their landing pages. We will discuss testing methods available, such as A/B testing and multivariate testing, in a later lesson.
Why Are Landing Pages Important?
In PPC and search marketing campaigns, the landing page is usually customized very closely to the advertisement which triggered it. In PPC campaigns, landing pages are vital in order to “close the sale” and encourage visitors to take the action you want them to take. By adding a parameter to the landing page URL (and therefore forming a tracking URL), advertisers can measure the ROI on their PPC ads based on relative clíck-through rates.
While enticing ad copy is very important in order to attract clicks, effective landing pages are vital in order to “close the sale” and encourage your visitors to take the action you want them to take.
Landing pages often determine whether you make a conversion or not. Using landing pages on your site also means that some visitors won’t ever see your home page. First impressions haven’t ever been so important, so you need your landing pages to represent your business, product or service in the best possible light.
What are the Goals of a Landing Page?
Many marketers make the mistake of assuming that a conversion is the main goal of an effective landing page. But attracting and capturing qualified leads is an easier and more important goal. Why? Because you can always “sell” to visitors later. Grabbing their contact details ensures you have captured them at the height of their interest.
So the main goals of a landing page are:
1) To Attract Prospects (primary goal) – grab email address and/or phone number
2) To Produce Conversions (secondary goal)
Features of an Effective Landing Page:
The ingredients for an effective landing page include:
- Reinforced Ad Message
- Punchy Headings
- Short Paragraphs
- Enticing Copy
- Few Distractions
- Value Proposition
- Compelling Images
- Little or No Navigation
- Calls to Action
- Few choices
- Simple Language and Concepts
- Important Content “Above the Fold”
- Establish Visitor Trust
- Foolproof Conversion Process
- Test, Tweak and Test Again
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