What Is A Landing Page? Conversion, Conversion, Conversion!
Posted by Patrick Murphy on Tue, May 03, 2011
Online marketing talk is full of the phrase: “landing page”. You could be a bit baffled or confused by this term. What’s a landing page, and how is it different from any other kind of website page? If you are new to this concept, don’t worry. SiliconCloud is here to show you the light! Let’s start from the beginning.
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The Definition of a Landing Page
If you ask an online reference such as Wikipedia, you’ll get a nice concise idea of a landing page, though it may still be a bit confusing for you. In the world of online marketing, a landing page is sometimes known as a lead capture page. It is a single web page that appears in response to clicking on an advertisement, or a leading link. The landing page will most likely show up very selected sales copy that relates to the advertisement or link the user has clicked on.
You will often see landing pages being clicked on from social media platforms or email campaigns, and even PPC campaigns. The general goal of any landing page is to convert the website visitors into sales leads. By analyzing activity generated by the linked URL, us online marketers can use figures like click through rates and conversion rates to determine the success of an advertisement or specific campaign.
What Can A Landing Page Do For You?
The best way to think about a landing page is not about what it is, but what it can do for your business. Each of your landing pages should be offering a customized sales offer for the visitor, and should take into account where the person has come from and who they are. If you can connect with your visitor through this landing page, then your chances of engaging your visitor goes up, and so will your conversion rate.
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Crafting a great landing page is a skill. A well crafted landing page will always yield better conversion rates than just directing customers to the home page of your website. Think of it as being a great shopkeeper – do you offer your customers guidance and help or do you ignore them and let them fend for themselves in your store? Obviously the former is the best way to operate in terms of sales.
Design a great landing page and you will have a captive audience and great leads will come flying in the door. Contact SiliconCloud today for guidance on designing a great landing page and get a FREE landing page evaluation:
Our conversion and usability experts will review your current landing pages for:
- Traffic sources & segmentation
- Desired conversion actions
- Information architecture
Register now for your free landing page evaluation.