The Digital Doorway to Response Marketing Is the Landing Page
Often overlooked, the power of your “Landing Page” can turn a winning idea into a response dud or a mediocre idea into a lead generation success. They are your doorway to response for online marketing and their design, content and power should never be under-valued. The response marketing science behind landing pages is a key performance measure that is dramatically impacted by simple, brilliant design.
If you’re not up on the term Landing Page – here is how we use it – and here is how Wikipedia describes it:
In online marketing a landing page, sometimes known as a “lead capture page” or a “lander,” is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
Ironies and reality of landing page design:
Simple and Clear Is Best:
Beautiful images often fail when tested against plainer, clearer design styles that are totally focused on the offer or product promoted – in its simplest form. In head to head tests, the addition of lovely lifestyle images, surprisingly, fall down on response. So, test – don’t guess.
Less Is More:
Keeping the pages simple and focused is a common success factor. We often want to say more, but less is often more on landing pages.
The One Time You Don’t Want to Go Home:
Many campaigns actually link click throughs to a home page, instead of a targeted landing page. Unless your home page is a landing page designed to gather meaningful response data, don’t do it. People can start clicking just to find what they thought would be right there for them. It’s frustrating and loses sales.
Landing pages are generally a continuation of an online or pay per click (PPC) ad, social media, email, or even print ads or direct mail call to action. Their true job is to quickly give the prospect what they are looking for by re-enforcing the offer in the ad(s) and asking for information in exchange for something meaningful directly related to that offer.
Coupling time sensitivity with an incentive can create the feeling of urgency making the user feel that acting immediately will result in receiving a product discount, free item, etc. Incentives are useful because it gives users something in return for information (such as name and email address). Once meaningful data is collected, you need to market back to these potential customers in a smart and timely manner. Otherwise, the landing page has lost its value.
Effective landing pages are a major component in online marketing. They allow you to determine which advertisements are driving more traffic to the website, they create brand awareness and they increase current and possibly future sales from potential customers. Testing landing pages is ideal as it can make or break your long-term prospect data growth, especially if you’re heavily invested in PPC.