Virtually anybody that has used the internet for any length of time has clicked an advertising web banner when performing a search. A landing page is the page that you land on after clicking the banner ad.
Characteristics of a Landing Page
- Nav links - A landing page has certain characteristics that most web pages won’t have. They can be separate from the main site and may not be included in any navigational menus or links.The only way to get to a landing page is by performing a specific action such as clicking that banner ad or a link in an email.
- Conversion rate - A landing page should only have one way out of it and that’s either the sign-up or an option to continue through the sales funnel. Anything else will decrease the conversion rate and amounts to a waste of time.
- Qualified content - Landing pages need to be consistent with the purpose of the visitors search. If they are searching for dog food and click a call to action that reads dog food, then your landing page better have matching headlines and purpose.
Click Through and Lead Generation Landing Pages
A click-through or a jump page is often used for ecommerce. It is designed specifically to entice surfers to proceed further through the sales funnel and ultimately make a purchase.
Most click-through pages contain a video or images along with key benefits the product has for the buyer. Depending on what it’s being used for, a click-through landing page may be either long or short. A long page has a lot of information compared to a short one that only briefly lists key benefits.
A lead generation landing page exists to get a visitors email address and permission to send them emails.
A well written email used in conjunction with a well-designed landing page is one of the best forms of marketing there is and is well worth the effort if you’re serious about making a living online.
A lead generation page has a form for visitors to fill out and asks for their email address. Being able to set-up personalized emails and landing pages is said to be a big help with converting visitors into purchasers, so some lead generating pages will ask for more personal information, right off the bat. This would include first and/or last names, birthdays, phone numbers and more. Capturing the visitor’s information may make it easier to send more personal emails, but doesn’t have to be done in the first step. The email address and permission to send information is the most important and needs to be included in the first one.
It’s generally best to ask for only the email address first because the less information a visitor needs to fill out the greater the chance of conversion.
Landing pages are important to any website because the chance of converting traffic to leads is increased and so is the earning potential of your website.