What is a landing page?
Technically, a landing page is any web page that a visitor can arrive at, or “land” on. However, when we talk about landing pages within the world of marketing and advertising we mean a page that sits standalone from the rest of your website and is designed to achieve one singular objective.
A landing page should be viewed as a marketing tool that’s used to help guide visitors towards the intended objective as quickly and easily as possible. By having a standalone page that has no navigation towards the main website, you limit the amount of potential outcomes that visitor can arrive at, thus increasing the likelihood of a conversion.
Why do landing pages work?
If you give somebody the opportunity to explore and roam your website, they will take it. Consumers are inquisitive creatures which makes it difficult to lead them towards your intended goal.
If you imagine each link on your website as a tap, and every time somebody clicks on something you don’t want them to click on you leak that customer away from the objective. By removing the leaking taps and concentrating on 1 clear call-to-action, you will concentrate the page visitor’s attention onto what you as a business want to achieve.
Landing pages also provide you with the opportunity to ‘message match’. Your landing page visitors will decide whether they are going to continue with their journey within 3 seconds. That means first impressions are vital, so ensuring what is said/shown on the ad and what is said/shown on the landing page ‘match’. First impressions are everything!
Take a look at an example from one of our adverts below:
What type of landing pages are there?
There are two styles of landing page that are commonly used; lead generation and funnel (otherwise known as click-through). Both styles have their merits and are used depending on the business objective you would like to achieve.
Lead generation pages
Arguably the most common landing page style, the lead generation page does exactly what it says on the tin. This landing page would be used when you as a business owner want to capture the data of a visitor that you can use to further the sales process, or remarket to as part of an overarching marketing strategy.
Lead generation pages will always have some sort of contact form on them, whether it be visible immediately or in the form of a lightbox that appears when a button is clicked. The amount of information asked for, and the length of the form will have a direct impact on the amount of conversions you receive. The rule is; shorter form = higher conversion rate.
Here are some examples of where you might use a lead generation landing page:
- Free content (e-books, whitepapers, guides)
- Competition entry
- Free trial
- Consultation for professional services
- Register interest in services/products
- Commonly used in B2B enivorment
Funnel pages, as the name implies, are designed to direct visitors through to a particular page on your website where they can make a purchasing decision. Commonly used on e-commerce websites, funnel pages provides sufficient information to the visitor in order to “warm” them up.
By clicking a button that takes the visitor through to either a shopping cart, or a products page, they have made a conscious decision to further the buying process and are therefore more likely to convert at the end.
Here are a couple of situations in which funnel pages may be used:
Bike Shop – Instead of directing traffic from an advert advertising a new bike through to the shopping cart, a bike shop should instead direct traffic through to a landing page that highlights all the features and benefits on the bike itself in greater detail than the advert itself would have been able to provide.
Clothing store – With hundreds, sometimes thousands of products, it can be difficult for clothing brands to advertise using social media effectively. Instead of directing traffic from an advert for a clothing brand’s new Summer collection straight through to the website where the visitor can leak easily, they should instead direct them through to a landing page that explains more about the Summer collection and offers the ability to go ‘explore’ the range in full, which will send them through to the products page on the main website.
If you would like to discuss how landing pages could benefit your business, contact us today.