What is a landing page and how can it help your business?
Want to generate a huge number of leads or sales for your business? Then get yourself a landing page! A landing page is simple to implement with the right help and is one of the most common online strategies that businesses use across a whole bunch of industries.
A landing page refers to the page a user ‘lands’ on after they click on an ad. It can be any page of your website, however, in the world of online marketing the best landing pages are those that are designed as stand-alone pages that don’t form part of a broader website.
As best practice, a landing page should contain no navigation to any other page. It should also have one clear goal or ‘call-to-action’ for a user to take once they have landed on it. This ensures there are no elements on your page to distract a user from entering the conversion funnel. Without navigation, a user is only limited to two options – to convert on the landing page or leave it entirely.
What can I use a landing page for?
Most landing pages fall into two categories. They are created to generate leads for a service or help pre-qualify a user for an online purchase.
Lead Generation Landing Pages
Lead generation landing pages are predominantly used for businesses that operate in a service industry. These landing pages help to explain the given service to the user. They use purpose written sales copy, imagery and numerous different design elements i.e. icons. The combination of these elements come together to form the virtual ‘sales-pitch’ to the user that has landed on the landing page. An example of a lead generation landing page can be seen below:
Lead generation landing page – mortgagecenter.com
This landing page for a mortgage broker uses a targeted headline along with strong sales copy to provoke interest from a prospective user. The user can quickly establish the key features of the service and make a simple enquiry on the adjacent form. Once forms are submitted, the lead details would be sent through to the owner of the business via email. The offline part of the sales funnel would then commence. No what the service industry, this targeted approach to a landing page majorly increases the chances of obtaining quality leads that will subsequently develop into paying customers.
A lead generation landing page can be used to promote an enquiry from the user, but they can also be used to promote eBooks, seminars, discount vouchers and much more. An example of Monetate’s eBook download can be seen below:
Monetate eBook Landing Page
Click Through Landing Page
A click through landing page works a little differently than a lead generation page. The sole purpose of a click-through landing page is to get users to click through to another page. It sounds a little strange at first, but the strategy behind this is pretty simple.
Used mainly in the ecommerce space, a click-through page helps to provide more granular detail of a product. This helps to ‘pre-qualify’ the customer. In most instances in the ecommerce space users are directed from ads directly to a purchase page of a website. This approach means that the user has very little information with which to make a decision. It’s much more effective to send the user to a custom landing page on which they can obtain information on the product. Afterwards, they can then move to the shopping cart when they are ready to convert, not prematurely. Click through landing pages like the ones below can be used not only for ecommerce products, but also app downloads or software registration.
Foursquare download Landing Page
A click through landing page used by ecommerce store, Manpacks.com
How can a landing page help your business?
Coupled alongside targeted traffic from a PPC campaign (either Google Adwords, Bing or Facebook), a custom designed landing page can be an incredibly cost effective way to generate leads or direct traffic further down your conversion funnel. However, without a correctly optimised campaign or a non-customised landing page, you can find yourself throwing money down a well that isn’t going to return much good fortune. Our team at Clicktribe have years of experience with landing page design across a bunch of industries. If you think you can benefit from more leads or increased sales (and let’s face it, who wouldn’t?) then you should reach out to us at enquiries@clicktribe.com.au for a review of your online marketing strategy.