WHAT IS A LANDING PAGE? WHAT ARE THE BEST EXAMPLES AND PRACTICES?
What is a landing page? In digital marketing, a landing page is a separate website created specifically for marketing purposes. This is the page your visitor lands on after clicking on an email link or clicking on an ad on Google, Bing, Youtube, Facebook, Instagram, Twitter, or another similar site.
Unlike websites, which generally have many different purposes, landing pages are designed with only one orientation, called a “call to action” (CTA for short).
That’s why landing pages are the best way to improve the conversion rates of your marketing campaigns and reduce your sales costs.
It is also a place where different landing pages may be suitable for marketing activities:
As you can see above, the landing page still exists even after your potential customers click on an ad in a marketing channel. This is also where conversions take place.
Below we see the side-by-side home and landing page. There you can see that their difference is that the website has a large number of different links, while the landing page only has one for it. This is all perfectly normal.
If there are dozens of different eye-catching elements on the home page, the landing page is focused on only one specific thing. If your landing page has fewer links to increase conversions, there won’t be as many annoying clicks to divert your visitors away from call to action. This is also the reason why experienced marketers use dedicated landing pages as a traffic destination.
Of course, the website looks outstanding because it highlights your brand, lets people discover a wide range of products and information about the company and its values. From here, visitors can move in any direction. Apply for a job, read press releases, read the terms of service, add posts to communities, etc.
But that doesn’t mean they make a purchase there, and that’s what it really is.
The landing page serves people completely for another purpose. Advertising with a single bid for oversized ads. In single ads, they work hard to turn visitors into potential customers. This makes converting branded traffic even more efficient. This is what makes landing pages possible.
Types of landing pages
There are many different options, depending on your business, if there are really only two types of landing pages that are mainly used:
“Lead Generation Landing Pages”, also called “lead gen” or “lead capture” pages, which use forms as calls to action. This form constantly deals with information about companies or individuals interested in the products, such as visitor names and email addresses.
Both B2B marketers and companies selling valuable products use these types of landing pages to build a list of potential customers. From time to time, they offer online books and video lectures in exchange for contact information. E-Commerce trademarks also use these companies’ landing pages for listing.
Click-through Landing Pages or CTRs: CTR pages, often used by e-commerce and SaaS marketers, direct direct sales and orders. They usually have a CTA, or call to action button, that sends the visitor to the checkout or completes the transaction.
• Direct traffic to landing pages
For the landing page to work, it must be filled with visitors. Fortunately for you, there are many options for this. Let’s take a look at some of the more common sources of landing page traffic.
• Paid search traffic
Most search engines come with paid ads. When someone searches the Internet for something on search engines, these clearly marked ads appear on your results page. Here is a typical example:
Unlike other results, pay-per-click ads are pre-made and paid for by marketers. In addition, the clicker will be captivated by its text and visual side. And most likely, you’ve also targeted these audiences based on search terms, demographics, or interests expressed in their browsing history.
The most important factor in creating your ad is that you determine where the link will direct your visitors. Of course, you can also send them to your homepage, but it’s much better to create a separate landing page that matches your ad text and provides a clear call-to-action.
- Paid social traffic
Managing ads on your social media sites like Facebook, Instagram, Twitter or even Linkedln is an extremely cool way to target audiences and communities, especially those who are interested in your brand.
Instead of advertising to people who search on a search engine for clearly tagged and paid ads using a few phrases, you should do so for those who want to promote your brand on social media. The beauty of the thing is, above all, that here you can reach your potential customers even before they start looking for – or even interested in – one of your products.
In addition to providing advanced targeting features, each social media channel has its own personalities. Such as Instagram, which works well with products and lifestyle brands that are highly prominent. But on the other hand, B2B marketers prefer Linkedln to reach professionals in specific industries.
- Email campaigns
E-Mail marketing is often referred to as the most effective marketing channel in the world due to its wide scope and low costs compared to other platforms. Studies have shown that by 2022, there will be about 4.2 billion E-Mail users in the world, more than half of the world’s population.
With a powerful combination of emails and landing pages, you can easily smooth out relationships between existing and brand new customers. Once you’ve created your contact list, your carefully compiled email list will entice readers with your offer, while the landing page will fill in the details and direct visitors to the call.
- Organic search traffic
The term organic traffic refers to all visitors who come from unpaid sources, such as the bottom of Google search results. By creating engaging and legally useful content on your websites or landing pages, you can be sure that your business will appear more often in the place you want and in related searches in the future.
Calling it unpaid can be a little misleading for you. Although this does not mean that neither time nor money is invested here. It would be just that. There’s a whole team of professionals dedicated to squeezing traffic out of Google as much as possible, through a carefully balanced strategy, technical expertise and impressive content creation. In short, it is search engine optimization or SEO. More information: SEO for landing pages.
Why not gain some more knowledge?
Now that you have the basic knowledge, let’s go and see what key elements your landing pages should have.