Guide the costumer with landing pages
In online marketing, a landing page, sometimes known as a "lead capture page" or a "lander", or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate.
Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
Why are landing pages so critical?
regarding a website tailored for your business
Why we should focus on 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 traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
For example, imagine you have a Google AdWords PPC ad running for one of your best keywords. Even if you advertise how great your company is (a boring offer for any company) and someone (amazingly) clicks through on that ad, do you want to send them to your homepage? When they land on your homepage, what are they supposed to do? What do you want them to do? Once you figure out what you want the visitor to do, make it easier for them to do just that. Send them to a landing page that prompts them to complete that action. You'll see the effectiveness of your online marketing improve dramatically.
Design the optimal landing page that do not contain exit points and are optimized for a specific purpose. Today there are several strategies for design and text landing pages such as AIDA, No escape etc.
What would you like the potential customer to do when he or she has taken the initial exercises and actually clicked on your ad?
Do you want the visitor to by something?? Subscribe to a newsletter or fill in a form, participate in a competition, download an app?
The possibilities are many, and your primary task is to define - also in relation to conversion tracking. You will need to set a goal before you can track it and it is important not to provide a potential customer for many options as this can remove the focus from the main goal.
For example, a sign up for newsletter, can distract a potential customer who actually clicked on the ad because he or she was interested in a product and instead got the enrollment for that newsletter and thus came out of the purchase flow
When designing your landing page, consider your information architecture and your design. It must be as simple and inviting as possible. Navigation should be quite simple - nothing should come between the potential customer and the imminent conversion. No pop ups, no irrelevant CTAs (eg newsletter sign up, competition, etc.).
There must be a clear call-to-action (CTA), so the customer is not sure what to do. It must be stated in both headings and text on buttons and links what the purpose of his visit to this page is. In the ideal world, visitors convert with 1 single click.