A landing page is a standalone web page a visitor arrives at on your website after clicking a link in a marketing campaign.
A landing page will usually have a single, clear call-to-action (CTA). For example, a call-to-action could be submitting an enquiry form, purchasing a specific product or watching a brand awareness video.
If a visitor completes a call-to-action, we record that as a conversion.
Unlike a regular page, a landing page solely focuses on persuading visitors to take a single action. Let’s see how that translates visually.
Standard pages present varied information and promote navigation to help visitors learn about your business and everything it offers.
On the other hand, landing pages discourage navigation and distractions, forcing visitors to focus on a single topic, product or service.
Landing pages increase conversions.
Visitors who express enough interest in your marketing campaign to click on a link to your landing page are much more likely to convert than general browsers. Suppose a visitor on a landing page is analogous to a person entering a shop to buy a specific product on sale; a regular web page visitor might be considered a window shopper!
Landing pages ease sales conversations.
Unlike a generic “Get in Touch” style form, a lead from a landing page contains more context and can be sent directly to the sales member responsible for converting that type of lead.
Landing pages make it easy to experiment.
Say you have a paid marketing campaign promoting your service on Facebook, but you’re unsure of a few elements on your landing page. You could trial multiple landing pages with varying copy, offers or images to learn what’s most effective.
Landing pages are measurable.
A good landing page gives a visitor two choices: take action, or leave. It might sound brutal, but this limited choice enables your business to identify how well a marketing campaign resonates with an audience and how good your landing page is at persuading the visitor to take action.
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