After clicking on call to action button, the first page that user visits is the landing page. He might have come to that page from search engine, social media, blog, other website, ads etc. Every landing page, is dedicated to a particular content which is related to the call to action button presented to the user. For example, customer who is searching for information on which shoes to buy, will come to your page which has content related to information on different issues. We have discussed, the importance of landing page experience.
There can be dedicated landing page for call to action. By dedicated we mean that landing page is sometimes not fit in the website, but is just present for a specific call to action. Like lead generation or click through landing pages. Let’s have a look at them in detail.
Image explains using landing page and designing landing page- Courtesy: indiegamegirl.com
Lead generation landing pages
You can create landing page in such a manner, that it offers lead generation. You can ask for personal details of the person, who came to the landing page or just an email that will help you provide him with free e-book he might be looking for or get him subscribed to your offers. It is a great method of generating leads and the good thing is, only those users will come to your website are really interested after having a look at your call to action button. This way your conversion rate goes up
Click-through landing pages
Click through pages are designed in such a manner that when you land on that page from various mediums then, user is provided information in the form of image or text and then, you can click on the image to go further. This is mostly done by e-commerce companies who try to provide information about the product and services and then, help take users to next stage of buyer journey.
Normal landing page
Till now what we discussed was about dedicated landing page. But, designing a dedicated landing Page for each and every campaign can be somewhat difficult. Your job site would be search for thousands of keywords and it will become very difficult for you to target each one of them individually. Therefore, your landing page should be effective enough to capture user. It should have call to action buttons and should be designed in the manner it is able to take the user to the next stage of buyer journey.
Obviously, we are going to get more users from a dedicated landing page, but optimising it for every keyword is difficult. Make sure that, the page user lands upon is relevant to him suits his present stage of buyer journey.
What are landing pages used for?
Dedicated Landing page can have multiple benefits. It can be used for one of the following features with collecting personal information that you might be able to use later to convert this lead. You can use it in front of one of the following
- Report/Journals/Papers
- . Ebooks
- Newsletters
- Podcasts
- Checklists/Scorecards
- Blog
- Webinar registration
- Presentations or recorded sessions including video or slides.
- Consultation services
You might use click through landing page for providing valuable information before they click on it for one of the following
- Buy product or service
- Become a customer or subscriber
The power of message match
Message match is an important part of making landing pages successful. Customers land on to your page for a reason. Because they are looking for something specific related to them and if they, find the information not relevant or related, not only your conversion chances will go down but, they will also not visit your site. Therefore, it becomes extremely critical to be relevant. Landing page experience is one of the methods which will help you get a higher page ranking and more traffic. Google gives a lot of weightage to this and user page experience.
For learning and reading more about using landing page you can visit our inbound marketing certification course. If you need any help or information about designing landing pages, you can contact The Buzz Stand Team.
