When you see an advert for a great holiday in Barbados and buy a plane ticket you expect to land there. Same as when you click on an ad for a service or product online, you expect to go right to the source. That source page is called a landing page also sometimes known as a lead capture page.
Once the ad has pulled customers into your landing page it has to convince the visitor to stay and (depending on your goal) either:
* Fill out a form
* Provide personal details
* Buy something
* Read a lot of information
Landing pages are a must have for any business and are often linked to from social media, email campaigns or pay per click (PPC) campaigns in order to enhance the effectiveness of the advertisements. Usually the landing page is a logical extension of the advertisement or link. In a nut shell a landing page is the page you create to convert your PPC traffic into sales. This page should get your potential customers to go exactly where you think they want to go.
There are two types of landing pages: reference and transactional.
Reference landing: As its title reads this landing page contains content relevant to the visitor. It can be in any form from display text, images, compilations of relevant links, or other elements. The effectiveness of a landing page is often measured by the revenue value of the advertising that is displayed on them. Basically though reference landing pages are mostly effective if the publisher of the page, whether that be associations, organizations or public service entities, meet the needs of their potential customers..
A special type of ‘reference landing page’ is the ‘webvert’. Its main focus is to act as a lead generator and create an interaction. The webverts consists of an advert, designed on the AIDA principle.
A – Attention (Awareness): attract the attention of the customer
I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
A – Action: lead customers towards taking action and/or purchasing.
The two main results from a Webvert are:
1) Action: The webvert requires visitors to respond with a reply form or other way to engage like a free trial.
2) To get a high number of Google Adwords Landing Page Quality Scores. The way this is done is through traffic being driven from Google Adwords (Google’s main advertising product and main source of revenue) using AdWords offers, pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads.
A transactional landing page’s aim is to persuade a visitor to complete a transaction, such as filling out a form or interacting with advertisements on the landing page, with the goal of an immediate sale of a service or product.
Sounds a bit similar to a webvert. The difference here is that the webvert reference landing page doesn’t have an emphasis on selling immediately, it’s more informative, with an action to follow in order to gage an interaction and create engagement – hence a great lead generator. A transactional landing page is about the immediate or imminent sale. Of course it too is a lead generator if that doesn’t happen immediately, but its focus is the saleman and not the the informative man.
In a transactional landing page there is a transaction: visitor information for something the visitor wants e.g. a white paper. In order to get the details of the visitor, the landing page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to “capture the lead” and add the prospect to a mailing list.
A visitor following through with providing details on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate: the percentage of visitors who complete the desired action.
Typical conversion rates are extremely low. Here are some rates from the Fireclick Index.
Conversion rates from Fireclick Index Vertical
Conversion Rate (%)
Specialty stores 3.9
Home and furnishing 2.0
All verticals 2.3
So it is really important to make the most of your landing page to give yourself the best possible shot of getting the sales lead (first from a great advertisement) then converting that sales lead into a conversion with a top notch landing page.
Here are some tips on how to get the most out of your landing page:
Keep to the point!
The landing page should be about your product or service and not links to other sites. Otherwise your visitor may click on another link and never come back to you. You shouldn’t have any advertisements, or empty chit chat. It’s important to remember that the people arriving at your sites are sales leads – they already have a predisposition to buy – your great advert already ensured that. Your landing page is thus a place for them to a) Get more information about your product or service b) Find the “Buy now” button. Don’t distract them – give them what they want.
Landing page touchdown on the Keywords
Use a different landing page for each group of keywords or key phrases and create a new landing page for each product (or each group of products) sending clients directly to the page they are interested in.
Give the info with the lingo
In case your prospective clients are not yet sold on your product or service, make sure you provide more relevant sales orientated infomation when they arrive at your landing page.
Sounds obvious but believe me there are a number of landing pages that confuse potential customers. If you want them to buy your product, than tell them often how to do it (“Click here to buy”). If you want them to call you, post the number up with instructions (“Call us now at …….”).
Use pictures to sell your product or service. Presentation is where it’s all at. Plus if your visitor identifies with the picture that’s a bigger bonus. We all like pretty pictures or at least pictures are just another medium of communication – so use it.
Trial and error – run tests and tests and tests
Use your science head and create a few landing pages and run tests to see which one converts better. Do this by setting up two identical ads and send one to each landing page, then compare conversion rates for each page. Figure out why one converts better and try to improve the other one. Then, run more tests until you are completely satisfied with the results.
Set up your landing pages so that your potential customers arrive for a safe landing in Barbados and not Burma. If all goes well, they will step out of the plane with their credit cards already in hand ready to spend on your product or service…
About the Author
Demet Dayanch is the senior marketing manager for Seawave Media Limited, the UK’s number one provider of consumer lifestyle survey data and lifestyle survey leads. Demet was born in London, UK where she spent most of her life. She currently lives and works in Istanbul, Turkey. A student of psychology and lover of people she understands the human mind and heart – what motivates and inspires humanity, in life as well as in the world of consumerism. Before her role as senior marketing manager for Seawave Media Limited she worked as a freelance copywriter for an international advertising agency where she utilized her creative writing talent to come up with catchy headlines and text for advertising campaigns. When she is not absorbed in the world of marketing she turns her attention to writing of all sorts and has published many articles, short stories and poems. She has successfully written two novels: ABON and Beauty Stone, both of which are in the final editing stages. Always on the go, her new challenge of script writing keeps her on her toes. Knowledgeable, determined, Driven and fun are just some of her keywords. Her writing style is informative, personal and entertaining.To find out more about Seawave Media please visit our website www.seawavemedia.com or call Tulip, senior sales manager, on 0845 056 3593, or 07053 544966 or email email@example.com