All you need to be know about a landing page

All you need to be know about a landing page:

What is a landing page?

Ask yourself this question, and then ask some of your friends. Some really interesting responses would come your way, more common ones are ‘a page the user lands on’, ‘it’s an alternate to the homepage’, ‘the output page of a search’.

Technically, a landing page is created specifically as an extension to an online advertisement for users to click through to and get more information on the advertisement. The landing page is also used as a customized page to measure the effectiveness of advertising campaign based on a click-through rate.

Types of landing pages:

There are 2 basic variations of a landing page; reference and transactional.

  1. Reference page: A reference landing page is one that presents information relevant to the visitor. The page would provide information to the user through text, images, etc but would not have any ‘transactional activity’ on the page. The information provided on such a page would be to add on more to the advertisement so the user had more to read about. A variation of the ‘reference landing page’ is a ‘webvert’, with a prime focus on lead generation, interaction with the visitor and getting a response. The webvert is created on the AIDA principle (Awareness, Interest, Desire and Action) and is non-transactional in nature.The traffic to a webvert is usually driven from a Google PPC Adwords campaign and is created for two specific marketing goals:

    - To attain high Google Adwords landing page scores, and reducing the Adwords campaign costs,

    - The webvert has a clear call to action tool, usually like a ‘Contact Form’ or ‘Reply Form’.

  2. Transactional page: this is a page to entice the visitor to take some action; fill out a form, play a game, buy a product, etc. Typically such a form would have a name, email id, contact numbers as the quick forms for contact. A visitor taking a desirable action on the site is called a conversion. Usually marketers keep a constant monitor on the conversion rate of the transactional page to access the effectiveness of the landing page, and they continuously keep looking for ways on improving the conversion rate by changing the look of the page, the display of information, the information fields captured through the form, etc.

Usually, a landing page is a very effective way of monitoring the effectiveness of a marketing campaign. Most of the time, we think that while advertising, bringing the user to the homepage of the website would suffice. This is not true. When enticed by an advertisement, the user wants to read about more details of the advertisement, or read more about the promotion, event, etc. Hence bringing the user to the landing page is the ideal thing to do.

By Naved


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