what is a landing page? Does it contains any importance or not?
How it proves to be important to your website?
The answer is “yes” . For any website the key to boost your traffic, generate leads, execute conversions all depends upon the landing page of your website.
What exactly landing page is ?
A landing page is a webpage that is displayed when a potential customer or viewer clicks an advertisement or a search engine result link to get into your website. It is the web page where website visitors land when they first reach onto your site. A landing page is a very important concept for inbound marketing and lead generation. The landing page should comprise of data and glimpse of all the information you want your visitors to give. All information user needs and what all user should know about your website. It should give an idea “what your website is all about.” The landing page should be as attractive as you can make. Visitors coming till your landing page should not revert back until they fill lead generation form or feedback form or purchasing a product (in case of e-commerce sites ) or subscribing you if you are a blogger. It serves as the very entry point for a website or a particular section of a website. In online marketing, a landing page, sometimes called as a “destination page”, . Basically, it is a web page that appears in response when user click on a search engine optimised search result of your website or advertisement. The actions that a visitor takes on a landing page is what determines the success. If a visitor gets impress by your landing page or he gets the desired or influencing content he was looking for , the landing page you have created is best ! That’s all you need.
How can you direct traffic on your landing page?
Let it be social media, e-mail campaigns or search engine marketing campaigns. You just have to provide the link of your landing page on any of these platforms. This will enhance the effectiveness of the advertisements. The basic goal of a landing page is to convert site visitors into sales or leads. If the goal is “lead generation”, the landing page will include few methods for the visitor to jump onto information like contact number or an inquiry form or an online chat going side by side. If the goal is ” to enhance the sale “, the landing page will usually have a link for the visitor to click on, which in return will redirect them to a shopping cart or a checkout page. By analyzing the activity assigned to the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
Landing page optimization (LPO) is a part of the Internet marketing process known as conversion optimization or conversion rate optimization (CRO). This webpage typically displays content that is a relevant extension of the advertisement or link. LPO aims to provide page content and appearance of the website more appealing to the target audience.
On the basis of targeting: LPO is of three types.
1. Associative content targeting or passive targeting: The page content is built on the basis of information obtained about the visitor’s search criteria or geographical area of source traffic. Here we don’t know any predefined information about the visitor.
2.Predictive content targeting or active targeting. The page content is built by correlating any known information about the visitor (e.g., prior purchase behavior, personal demographic information, browsing patterns,). This helps us to anticipate future actions based on predictive analytics.
3.Consumer directed targeting or social targeting: The page content is created using the publicly available information through a mechanism based on reviews, ratings, tagging, etc.How that website is serving in the market. How is the response? What people like about the website and so on.
On the basis of experimentation: LPO is of two types. Closed-ended experimentation: Consumer’s behavior is tested by doing several variations to a landing page like altering elements, headlines, appearance, formatting, layout etc. This is done to figure out what visitors like and what they don’t. This all is done in an attempt to eradicate distractions that will take the lead away from the page and increase the bounce rate. Which in return will hamper your website ranking. An optimal landing page is selected based on the outcome of the experiment. Open-ended experimentation. This approach is kind of similar to closed-ended experimentation but here more alterations will be added for testing. This method is used by large companies to boost improve their conversion rates and improve user experience. So key points to keep in mind when you design your landing page.
1. landing page should have desired and precise information what user wants to read.
2. It should be appealing, simple, easy to read and understand.
3. For lead captures, put feedback form.
4. For conversions, put an easy link for checkout.
5. Remember landing page is the first impression visitor will take away with him . And first experience is the last experience.
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