In online marketing, a landing page, sometimes known as a "lead capture page", "static page", or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.
Landing pages are often linked to social media, e-mail 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 or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
Suppliers Landing pages
Vendors Landing pages
F.A.Q about Landing pages
What is a landing page?
Landing is a selling page. Ideally - ONE page that:
- first introduces the proposal,
- then describes the “goodies” and benefits of YOUR offer,
- and finally, allows you to “skim the cream” - get a subscription, letter or call from a potential client.
And if you have a store or a catalog of goods (services), then get the transition to the store for purchase.
Should the landing page be located on a separate resource or on my website?
It is possible and so, and so. It is important to understand: Landing in the perception of the Internet user is a separate page with a special offer. It can be physically located on the other side of the world. Or lie literally next to it. In any case, it is one click from your store. But its perception by the visitor - as well as the result - does not change in any way.
The only caveat: if the landing page is created on a reputable and specialized service with a high rating, then the likelihood of visiting it and triggering increases. And the availability of technical support of the service allows you to count on its round-the-clock availability.
Landing against the site - a real contradiction or myth?
In fact, the problem is far-fetched, and there is no contradiction. The landing page (selling page) and the regular site differ in many ways, but they don’t “fight” at all, and in many cases, they successfully complement each other. You can own and use productively:
- Separate landing (one or more),
- A separate site (corporate office, storefront, catalog, store, online magazine or online school),
- A site with an unlimited number of landings.
And you can actively use a bunch of landing sites (your own or others), extracting the maximum benefit from this.
It all depends on the specific tasks that you set for each element of this scheme and their successful combination.
What are the main differences between a landing page and a site?
- The "purity" of the idea and its visual display,
- Refusal of all superfluous, doubtful and "passing" elements,
- Maximum emphasis on the main thing, use of the most effective means and formulations for this,
- As a rule, the solution of one single task: to convince or inform about something, sell something, attract customers to the store or participants for some specific event.
What is necessary to create a good landing?
1. Clear and detailed information about who and why the landing page is created. A full description, actual and digital characteristics, a sufficient selection of illustrations. Approximately the same as you would surely introduce to a future partner, investor or buyer in order to arouse trust and desire to cooperate and buy.
For what? To arouse trust and desire to cooperate or buy. And so that there is no room for silly questions. Smart ones are welcome.
2. An idea of how the landing page will "work". In other words, the script. Where to start, what to talk about next, then to complete a "conversation" with a landing visitor. Where and what accents to place. What to say (or keep silent). And how to bring a potential customer to the most important thing - the formed desire to buy.