Landing pages can, and should, be used for all of your campaign needs. A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. Remember – Never start a campaign without a landing page. The purpose of a landing page falls into two categories: One. Lead generation landing pages, whose purpose is to capture leads that allow you to market to people in the future (like an email address). And two. Click-through landing pages, whose purpose is to act as a conduit between a marketing ad and it’s final destination by “warming up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
If you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success. A homepage is designed to speak to your overall brand and corporate values and typically has a lot of links and navigation to other areas of your site. Landing pages are designed for one purpose only: focus entirely on a single campaign objective with only one call-to-action. These pages should have all navigation and extra links removed so there is only a single action for your visitors to take: click your call-to-action.
Message match is a vital part of why a landing page can be successful. Through matching copy and overall design, your landing page reinforces the messaging presented on the link or ad that was clicked to reach the page. Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t quickly and clearly reinforce their intent with a matching headline and purpose. The more contextually related your page headlines are to the calls-to-action people clicked on, the more likely those prospects are to make the connection that your landing page is for them. By ensuring a strong message match, you are letting the visitor know that they made a “good click”. A weak message match will result in a higher bounce rate and thus a drop in conversion rate.
For more information about improving your landing pages, contact Boomtown today!