In online marketing, landing page, sometimes known as a “lead capture page” or a “lander” is a purpose designed page which helps to prompt a certain action or result. A call-to-action (usually abbreviated as CTA) plays an important role for a successful landing page. CTA is an attractive image or strong line of text that prompts your visitors, consumers or leads to take action. In simple words, it’s a “call” to take an “action.”It’s the page of your website on which visitors arrive at after clicking on a particular link. It can be your homepage, or any other page in your site.
Why You Need Landing Pages?
If you’re still on the fence about landing pages, here are 6 compelling reasons why landing pages make your marketing and lead generation efforts more effective:
1) Generate Leads More Easily: If you could do one simple thing right now to improve the lead generations of your efforts, it would be by adding landing pages to your website. Many companies do mistake of sending their email, social media, and search traffic to their homepages resulting in low conversions of leads . Instead, send traffic to landing pages and you will notice a much higher conversion of leads.
2) Make Your Promotion Gateways for Contact Info: Your landing page is a collection tool that you can use to collect the contact information of your website visitors, in exchange for something valuable like a promotional offer.
3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page. Your team is collecting valuable information about your leads that can then be used to understand what types of visitors are converting, supplying a baseline of information about a lead.
4) Understand Which Leads Are Engaged: Landing pages also allow you to track reconversions of existing leads, which you can then use to identify which leads are engaging more with your business and why.
5) Provide Fuel for Other Marketing Channels: A successful inbound marketing strategy relies on incredible amounts of content. Landing pages are a great addition to content strategies since they can be shared in social media, used as the focus of dedicated email send campaigns, be linked in PPC ads, and get found in organic search.
6) Put insights into the Effectiveness of Your Marketing: Every time you create a landing page, you’re creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages, you can collect a lot of insight into your marketing performance, such as how your various marketing offers are being compared, how visitors and leads are converting on your landing pages over time, and more.
What Makes a Good Landing Page?
Landing pages are generally customized sales pitch for the visitors. The best way to do this is to customize and optimize the landing page in a way that it provides a good match to what your visitor is looking for. Your conversion rate should go up with successful engagement of the visitors. Provide visitors exactly what they are looking for and you will have a captive audience. Be careful not to provide too many distractions in the form of links, or you are likely to lose them.
In order to create a good landing page there are a few basic elements that need to be in play. This isn’t by any means an exhaustive list; however, missing any of these components will undoubtedly cause your landing page to fail.
• Strong Headline
• Topically Focused Content
• Benefit-Oriented Content
• Scannable Content
• Visual Clarity
• Call to Action (CTA)
• Testing (A/B Testing)
How Landing Pages are Used:
• Traffic is drawn from a pay per click (PPC) search marketing campaign (such as Google AdWords) to multiple landing pages optimized to correspond with the keywords that a searcher used.
• Traffic is gained from a banner ad or sponsorship graphic to a landing page specifically designed to address that target audience.
• Visitors come from a link in an email to a landing page designed to prompt a purchase.
• You can also get traffic from a blog post or sidebar link to a landing page that pre-sells products or encourages an opt-in to a sub-list.
Now that you understand what a landing page is, how they work to facilitate lead generation, and why you absolutely need them, you can talk our experts directly at 619.567.9322 to get more info about landing page optimization tips.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.
