Landing pages are single web pages that are displayed in online marketing, the page being displayed in response to a call to action, the pages being displayed in response to a link in an email, a pay per click ad, or a URL shown in offline advertisements. A landing page is rich with content that will meet the expectations of the visitor when he clicks the link.
When setting up your eCommerce venture, it is essential that your landing page really packs a punch. If a landing page is boring and dull, your bounce rate will be high as people simply lose interest in your content. The main function of a landing page is to get the visitor to take some sort of action, where that be providing their email address, signing up for a webinar, or making a purchase. A successful landing page can be the difference between a successful advertising campaign or a flop. Oftentimes landing pages are tested using A/B multivariate testing to determine the best landing page for a given campaign.
Landing pages are so important that over 70% of online businesses use them. Even if you aren’t using them to directly sell a product, a landing page that converts a visitor to provide their email address will get them into your sales funnel. This is extremely valuable and can’t be underestimated as it begins the trust building journey that is often necessary to convert a lead into a paying customer. Your landing page can also let you know if you are sending the right type of traffic to your website. A landing page that converts poorly could be the result of the wrong type of traffic being sent to that page.
How Do Landing Pages Work?
The main thing needed for a landing page is some sort of offer. This can be an ebook, a webinar, a spreadsheet, or anything else that a potential customer would find valuable. Since most landing page traffic is usually in the information gathering phase of their search anything that provides more good information on topic is a good offer. Once the prospect has given you their email address and they are deeper into the buying process you may direct them to a more sales oriented landing page.