A landing page is a specific name given to certain pages on your website. These types of pages are unique because of how they’re used, not what they do.
Let’s jump in and take a look at how these pages are different.
What is a Landing Page
For all intents and purposes, a landing page is just like any other page on your website except that it is the one your users reach first. For example, each of my blog posts is technically a landing page. However, in this article, and most commonly in marketing, these are a little more specific. Here are the rules for what makes these pages unique:
- They have a simple URL.
- They look like a homepage, sales page, or information page.
- Each has a clear purpose (e.g. newsletter signup, sales, contact us form).
- Many do not contain the top menu to prevent immediately leaving that page.
Metrics
First and foremost, landing pages gather important metrics. This is their primary purpose. Basically, you use a different link for different campaigns you’re running. For example, if I want to track how many people come to my site based on a series of informational posts on Facebook, I’d use one landing page for just those informational posts.
Users, on Facebook, would see my informational posts with a easy to read link. Anyone who clicks that link ends up on my landing page designed for just this purpose. After that, I need to decide what to do with them once they’re on my site.
If you use that link for just this one informational post campaign, you’ll have a better idea of how successful that campaign is. However, analytics is continuing to get better and better. It is possible to send people to any page while using a unique link or event listener to capture some of the same data.
Sales Pitch
Secondly, a landing page is used as a sales pitch. Once you get users to your website, this is when you use your call to action. Do you want more email subscribers? Are you trying to make a sale?
This is an area landing pages are unique. Your users are on your landing page because they clicked a link at some point. By clicking that link, they showed interest in what you had to say. Now it’s time to close the deal.
Good landing pages also keep track of number of conversions versus the number of users who ended up on the landing page.
Unique Information
Finally, you may find yourself wishing to give different information to different users. This is one way to do it. It often makes sense to have separate versions of your landing page for different products or services and different user groups. For example, you’re likely targeting different people if you’re marketing on LinkedIn and TikTok. Therefore, you should have different landing pages for content posted to those platforms.
Using Landing Pages
Are landing pages something you should use on your website? Probably. They don’t take a lot of time to set up, and there are lots of plugins to do that for you. However, there’s no reason to use them if you’re not going to pay attention to them. The information you gain is valuable, and you should always be trying to find ways to increase your conversion rate and decrease your bounce rate on these pages.
Landing pages are a very valuable tool in your sales funnel. People who properly utilize these can see, and track, higher website sales and other conversions.
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