Landing Page & Landing Page Design
In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates.
Here are a few examples of ways that landing pages are used with various traffic sources:
» Traffic is sent from a pay per click (PPC) search marketing campaign (such as Google AdWords) to multiple landing pages optimized to correspond with the keywords the searcher used.
» Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address that target audience.
» Traffic is sent from a link in an email to a landing page designed to prompt a purchase or other action.
» Traffic is sent from a blog post or sidebar link to a landing page that pre-sells affiliate products or encourages an opt-in to a sub-list.
» The page you’re currently reading is a content landing page designed to organize many related pages around an overall theme.
What a Landing Page should be:
The best use of a landing page is not what it is, but what is can do. Your landing pages should provide a customized sales pitch for the visitor. The best way to do this is consider where the person has come from, and who they are. By providing a good match, your chances of engaging the visitor goes up, as should your conversion rate.
The best use of a landing page is not what it is, but what is can do. Your landing pages should provide a customized sales pitch for the visitor. The best way to do this is consider where the person has come from, and who they are. By providing a good match, your chances of engaging the visitor goes up, as should your conversion rate.
In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
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