Importance of Landing Pages in Internet Marketing

[cyriac]

Landing pages, also known as a “lead capture page” in internet marketing, is the page that appears in a website, when an advertisement or promotional scheme is clicked by a potential customer. The page will elaborate in detail the advertised item, be it a product or service. The landing page will, in addition, feature key words and phrases to facilitate easy indexing by search engines.

Types of Landing Pages
Landing pages are basically of two types: reference and transactional. The reference landing page provides relevant information to a visitor, and may include text and images. The transactional landing page on the other hand, is developed with the specific aim of making a transaction, leading to the sale of a product or a service. In a transactional landing page, the visitor will be led to complete the transaction by filling out a form and is instructed to follow certain instructions prior to the purchase of a product or service. When a visitor has completed the formalities mentioned in the transactional landing page, it is said that a conversion has taken place.

When Is a Landing Page Successful?
The success or failure of a landing page can be measured by the number of conversions the landing page is able to generate. If you are able to create awareness, interest and motivate the visitor to buy the product or service you will have succeeded in your internet marketing efforts. It is then that conversions have indeed taken place and conversion obviously is the very purpose of all your internet marketing efforts. Landing pages prove to be the ideal platform to measure the ROI ratio and to gauge the effectiveness of all your advertisement campaign spends.

In pay per click campaigns, landing pages will besides be used as a yardstick to measure the effectiveness of various advertisements based on relative click through rates.

landing page Tips
The customer would obviously want to know all details concerning a product or service prior to his making the purchase. You should, then, provide all needed information in the landing page regarding that very product or service in such a way that he solves all his doubts and also finds ready answers to all of his queries. You should highlight the unique selling point of the product and tailor your marketing campaign in such a way, that you are able to generate a sense of confidence in the prospective customer. It would also prove more effective if images, photographs and videos are shown. The visitor is then able to see the product in action in the landing page. Including “special offers” also helps to stimulate and motivate a visitor in to making a purchase. If the offer is attractive, conversions will be assured. Including testimonials of persons who have used the product reinforces the faith and conviction in the very product one purports to sell and promote through his landing page.

[asha]

Hi cyriac,
You have landed with a very handy info on 'landing pages'
keep going on
Asha

[shola]

Hi Cyriac,
You picked a relevent topic giving useful information. Keep it up
Regards,
Shola

[priya]

Hi Cyriac,

A very important aspect in Internet marketing explained in simple words. All your posts have been informative. Looking forward to more post on Internet Marketing

Regards,
Priya

[Prashant]

Since we have been having a lot of dicussion based on landing pages, i thought i would add my bit. The two links below will give you more insights on landing pages and what all you should consider, i came across them when searching for design tips on landing pages some time back.

http://www.toprankblog.com/2007/09/ten- ... ing-pages/
http://blog.marketo.com/blog/landing_pa ... index.html

[Steve Smith]

•Measuring effects of promotion campaign

Having separate landing page for all promotion mediums helps in knowing which campaign is generating how much traffic. These results can help in spending more on rewarding medium and stop spending on not so good campaigns. This will lead to effective advertisement and saving of undue costs. Also, quality of traffic from various mediums can be analyzed.
Importance of landing pages in Internet marketing.

•Designing content that gets high search engine ranking

It is separate communication and hence can be designed with specific goal. Filling the landing page with keywords can easily get you higher rankings on search engines and result in huge traffic to your page.

•Giving specific message

When you want to convey some specific point or want to drive a new product campaign, all experimentation are possible with landing page. It can be changed and refined with any need of your campaign.

•Boosting conversions:

A page that is designed with clear know how of what type of client is visiting it and coming with what aim can have much more effective communication. This to the point communication can help in making client feel special and pre-poning his buying decision. It also transforms client in your favor.

[Steve Smith]

•Measuring effects of promotion campaign

Having separate landing page for all promotion mediums helps in knowing which campaign is generating how much traffic. These results can help in spending more on rewarding medium and stop spending on not so good campaigns. This will lead to effective advertisement and saving of undue costs. Also, quality of traffic from various mediums can be analyzed.
Importance of landing pages in Internet marketing.

•Designing content that gets high search engine ranking

It is separate communication and hence can be designed with specific goal. Filling the landing page with keywords can easily get you higher rankings on search engines and result in huge traffic to your page.

•Giving specific message

When you want to convey some specific point or want to drive a new product campaign, all experimentation are possible with landing page. It can be changed and refined with any need of your campaign.

•Boosting conversions:

A page that is designed with clear know how of what type of client is visiting it and coming with what aim can have much more effective communication. This to the point communication can help in making client feel special and pre-poning his buying decision. It also transforms client in your favor.