What is a Landing Page? A landing page refers to any web page that visitors can “land” on. But, more specifically, landing pages are standalone web pa...
What is a Landing Page?
A landing page refers to any web page that visitors can “land” on. But, more specifically, landing pages are standalone web pages separate from a business’s main website used as a marketing strategy to promote a focused objective.
The more effective the page is at targeting an audience, then higher the conversion rates. This is because landing pages allow you to provide your target audience with some content value and marketing offers such as free trials, special sales or coupons to help to convert visitors to leads. Essentially, your landing page lets you make a trade in return for contact information.
Types of Landing Pages
There are 2 basic types of landing pages, Click Through and Lead Generation pages.
Click Through Landing Pages
A Click Through landing page is a page without a contact form. Its main goal is to act as a middleman between an ad or webpage to another page. This way your visitors catch a glimpse of your value proposition before making a purchase decision.
For example, an eCommerce business may use a Click Through landing page to describe a product or offer in detail before sending them to the shopping cart or registration page. This solves the issue of ads not giving enough information to perform an informed purchase decision.
As a result, the destination page from a click through page has a higher chance of conversion once potential customers know exactly what they’re buying.
Lead Generation Landing Pages
Lead generation (Lead Gen) landing pages on the other hand are used to capture visitor information such as a name, phone number, email address through a lead-capture form or conversion form. The reason behind collecting this information is so marketers can connect with the prospects at a later time.
However, the Lead Gen page, like the Click Through page must also contain a description of the product or service offered in return for submitting contact information.
A good Lead Gen page will target a particular audience by using:
- Ebooks or white-paper promotions
- Webinar registration
- Consultation for professional services
- Discount coupons/vouchers
- Contest entry
- Free trials or quotes
- Physical or virtual gifts and so on
Once the page has captured the visitor’s attention and they decide to give you their personal data, then the length of your form and the amount of personal data requested can have a direct impact on conversion. Try to ask for the minimum amount of information you need and avoid using optional fields. All that does is confuse the prospect or turn them away from an unnecessarily long form.
Why You Need Landing Pages
The great thing about a landing page is that by simply searching to solve a problem, a prospective customer can land on a page that meets their needs with a reasonable offer and additional information without you having to do anything. Once a landing page is publicized all you have to do is wait for the leads to role in.
In addition to searching online, prospects can find landing pages through various marketing channels such as: your main site and its landing channels including social media, email referral traffic, direct traffic or PPC ads.
Now that you know the basis of landing pages and how they work, you have to know why you need them. A landing page is a great way to drive traffic, improve SEO rankings and grow your brand. Think about it. The basic job of landing pages is to lead customers to a specific product or service and encourage them to take action. That is a great, if not the best, way to raise conversion rates and grow your customer base. But, there’s more to benefit from.
1. Lead Generation
Instead of sending email, search traffic or social media post links to your main page, send visitors to landing pages. By doing so you can raise your lead capture rate and optimize your marketing strategy. Especially since landing pages can focus on keywords or a specific target market so it’s easier for marketers to reach their conversion goal.
2. Collection Tool for Customer Data
Landing pages can act as a net for collecting customer data through contact details (email id, phone number etc). But, that doesn’t just mean you will have a bunch of emails and numbers.
Every time a lead completes a conversion form on a landing page, your marketing and sales team can use the information to understand what types of visitors are converting. Plus, your sales team gets a boost because they will have a baseline of information about a lead before reaching out.
3. Find Prospects that Engage
Maintaining old clients is just as important as creating new ones. Landing pages allow you to track re-conversions of existing leads which refers to nurturing already existing clients in order to get them to convert all over again. This way your marketing and sales team can identify prospects that are more engaged with your business. As well as better understand lead behavior that can be incorporated back into the sales process.
4. Expand Content to Other Channels
Another great benefit of landing pages is that they can be shared on all social media channels, email marketing campaigns, PPC ads and are supported by search engines. With content marketing becoming such a powerful tool nowadays, landing pages give your business a way to expand in that field with more valuable and shareable content.
5. Track Your Marketing Performance
Additionally, landing pages give your business a great marketing performance metric. By analyzing your landing pages, you can track your marketing performance by comparing different offers, seeing how conversion rates change over time or campaigns and much more. This type of powerful insight can only help you optimize and improve your marketing strategy.
Increase Your Landing Pages to Increase Your Leads
Have you ever wondered, if landing pages are such an awesome marketing strategy, then why don’t more businesses use them? Well, turns out that the main reason for that is due to the common misconception that they are hard to create and maintain.
However, that just isn’t true anymore and it needs to change. Of all the B2B companies that use landing pages a whooping 62% only have six or less landing pages. Yet, companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
A lot of potential leads are getting lost simply because of a misconception. When really having more landing pages allows for more offers, more campaigns and ultimately, more leads.
Luckily, Iblesoft offers web design services that include Landing Page Design and Development! We also offer SEO & SEM services so you’re design is not only beautiful, but effective.