Many people confuse a homepage with a landing page. A landing page is a standalone page, but a homepage with elements of a landing page is still not a landing page. As the search engines classify sites, a landing page can end up being more critical to your site’s rank than your homepage. Likewise, people mistake landing pages for any page on the website – after all if someone is searching and lands on a page, that makes it a landing page – right?
Well, no. Not exactly.
Landing pages do contain information that a visitor is looking for, and the page is created specifically to show up in search engines. However, a landing page will always have a way to capture a visitor’s information through an opt-in or a form. For instance, if your company has offered a white paper on a given subject and a visitor clicks on the link, they are taken to a page where their information will be requested so that they can download a white paper. It is considered a micro-conversion, and one small step in bringing the visitor into your marketing funnel.
What Is a Landing Page Strategy?
A landing page strategy is designed to market a given company’s product or service and to collect customer information that could lead to a sale. Micro-conversions such as offering contact info for downloadable infographics or a white paper bring customers to the edge of the funnel and brought them in further. When designing a landing page, don’t stop at just one. Offer them for an array of products or services. Moreover, optimize the landing page with winning elements that help customers navigate and interact.
- Build new landing pages – do several – for each marketing campaign. Retire old pages when they are no longer bringing in versions and create new ones as campaigns progress.
- Use A/B testing to determine which pages are bringing in the most conversions.
- Stick to the subject! Keep the offers limited to one per landing page. Don’t distract visitors with multiple offers that allow them to wander off.
- Graphics shouldn’t be static. A static web page is boring, it gives visitors nothing to do. Let them interact with different elements of the landing page.
- Video content is the key to conversions. A recent Cisco white paper has some wind blowing statistics about video content and how it is taking over the world. Adding video content to your landing page can help to significantly increase customer engagement and conversions.
Get Optimized!
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[…] Landing pages. A lot of people confuse landing pages with homepages, and this is a misperception that can cost you traffic. You should create new landing pages for each of your marketing campaigns, and retire old pages when they are no longer pertinent. […]