In online marketing, a landing page is a single web page that appears in response to clicking on an optimized search result or an online advertisement. The landing page will usually display a logical extension of the advertisement, search result or link.
The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get in touch with you – a phone number or an inquiry form. If a sale is required, the landing page will usually have a link which will then send them to a shopping cart or checkout area.
By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
So how exactly do you optimize your landing page?
1) Understand the goal
Online marketers will generally use two different types of landing pages:
Lead Generation Landing Pages
A landing page focused on lead generation should be used if you’re looking to build a list of contacts to begin marketing to. This type of page should also include some sort of fulfillment piece such as a free eBook or something else of value.
Paid Search Landing Pages
If your visitors come to your landing page directly from Paid Search, your layout, copy and CTA should be in sync with the ad the drove them there.
2) Be specific
No one likes dilly-dallying. If you post an ad that says you’re giving a flat 10% discount on a top-selling pair of sneakers, you best ensure that this is in fact what you’re offering on your website. Unlike casual visits by browsers, visitors arrive on a landing page with a directed goal or intention in mind – don’t waste their time.
3) Be persuasive
Create a great headline and engaging content that appeals to your prospects. Use words that will help your message stand out and make your product/service seem irresistible to the potential buyer.
4) Craft a killer Call to Action
If you’re still using “Submit” as your call to action, it’s time to rethink your strategy.
Calls to action are incredibly important. They can mean the difference between a bounce and a conversion, yet so many advertisers don’t seem to give them enough thought.
If you’ve already worked with landing pages, please share your thoughts in the comments below. If you’ve never created a landing page before, we hope these little tips will help you take the first step towards incorporating them into your digital marketing strategy. If you would like some more advice on how to go about setting up your landing page, get in touch with us today!