LANDING PAGE | WHAT YOU NEED TO KNOW ABOUT IT
Landing page is any webpage that someone lands on after clicking an online marketing call-to-action.
Quite often, digital marketing campaigns become focused on driving consumers to visit a website, with no real thought as to what happens when they get there. When a consumer clicks on an inbound link into your website, whether through an Google Adwords ad, social media, or a link on someone else’s website, they ‘land’ on a web page that gives them their first impression of your brand.
Any of your website pages can be a ‘landing page’ in that sense – but they may not make a good landing page. Optimally, landing pages should be customized to achieve the following objectives:
Trigger a Conversion
This is the main (but not only) objective of a landing page – to get visitors to take a desired action. Depending on your ad campaign objectives, this could be lead generation (visitors provide their details for further communication with your brand) or a direct purchase.
While this is obviously the most lucrative objective of a landing page, most businesses find that many consumers do not convert at their first contact with a website or landing page. Thus, a landing page designed solely to cater for conversions may cause you to miss out on the other benefits that a good landing page can bring.
Capture Basic Background Data
Even if web visitors do not ‘sign up’ with your brand, a good landing page should still be able to track basic data for each visitor – for example, demographic data like age and gender, as well as the visitor’s referral source, or where they entered your landing page from.
Using this background data, you are then able to retarget these visitors at a later date using the remarketing features of ad platforms like Google Display Ads and Facebook.
Explain Your Brand
Your landing page is the first point of entry into your website – and there is a possibility that your visitor will not navigate beyond that first page to explore the rest of your website. Thus, it is a good idea to make your landing page count by including key points of information about your brand, including unique selling points that make your brand different from others.
The overall design of the landing page should also match your branding aesthetic, so that even if not all the copy is read by the visitor, you are still able to make an impression that can help with brand recognition down the line.
Give Visitors Options for Next Steps
It is also important that your landing page not be a ‘dead end’. Some businesses do choose to design very minimalistic landing pages if their main goal is to drive conversions, as giving the website visitor fewer options can increase the chances that they will perform your desired action.
However, you do tend to lose out on those visitors who are in ‘browse’ mode, looking for more information before committing to an action. Thus, giving the option of finding out more, exploring other aspects of your website, or providing contact information can be useful on a landing page in order to help these visitors along on their consumer journey.
With the right aspects in place, your landing page can serve multiple purposes for your business, whether to drive conversions, introduce your brand, or act as a gateway to other parts of your website. So the next time you’re tempted to just use your home page as a landing page, consider the potential benefits of customizing a separate page to serve the objectives of your campaign!
BEST PRACTICES FOR LANDING PAGES
- Too many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted web traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
Thus, the number-one rule for any landing page is to deliver value: First and foremost, if you have a valuable offer, your web visitors will give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure that your landing pages demonstrate that value.
- Another important suggestion by .com, is to ensure that sharing buttons are also provided on the landing page:
Tap into a huge community of your best (and free!) marketers: your audience. Add share links to your landing page to encourage your website visitors to share your content with their audiences.
- The last, but not the least: Testing!
According to Business2Community.com, Don’t get lost testing endless variations of subtle elements that most people barely notice. The improvements won’t amount to much after a lot of work. Instead, focus on the big elements such as the headline, benefits, call-to-action, images, form fields, and the overall layout (such as a short page vs long page).
Tone is something you need to test for yourself. Many businesses will already have a recognized business persona on social media, but haven’t yet considered incorporating it into their sales funnel. Test it within different verticals, among different demographics, and for different objectives.
LANDING PAGE PERFORMANCE MEASUREMENT
Average time on page.
If you’re not careful, you can look at average time on page metrics and get a completely wrong impression of how your landing page is doing. By default, most analytics tools (Google Analytics included) only record the time spent on a page when the web visitor navigates to another page on the same domain. If a visitor lands on your page, sticks around for 15 minutes, follows through with a goal, and bounces, their average time on site will be marked as 0.00. This distorts your data and leaves you with an inaccurate snapshot. The best solution is to use Google’s Event Tracking API tool (which starts tracking after a visitor has been on site for 10 seconds). (Semrush.com)
Bounce rate is important. High bounce rate tells you that the users who are coming to your site, leave the site immediately. Leading causes for high bounce rate:
a) The lack of information or misinformation on the site
b) Poor user experience design that is not appealing to your visitors
c) The site is difficult to navigate, slow or anything that is connected to a bad development work
Bounce rate calculates the percentage of people who leave your site after visiting only one page. If your goal is higher conversions, you want to ensure your bounce rate stays low. If your bounce rate is high, it means the material on your landing page is not what visitors expect and they were not interested in taking action, downloading your content or completing a form.
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