What is a landing page?
This is a landing page, a separate web page, created specifically for a marketing or digital advertising campaign. It’s where a visitor “lands” after they click on your ads.
Why is it important?
Unlike your homepage, a landing page isn’t built to encourage broad website exploration. Landing pages are built with a specific goal or focus, followed by a strong call-to-action.
Landing pages do a few things well, like maintain message match, progress visitors to a purchase decision and finally lower your cost-per-acquisition!
Message match refers to how consistent and relevant your landing page message is compared to your campaign ads. This can also help lower your bounce rate.
Imagine you click on an ad to find out more about a promotion, but when you reach the landing page you struggle to find any further information, this is en example of poor message match.
Visitors on your landing pages are at a very important stage of their decision process, they are either seeking information or weighing up alternatives.
Your job is to provide them with the information they need to reach a purchase decision. Landing pages achieve this by being transparent, focusing on the benefits and providing an incentive.
Cost-per-acquisition (CPA) is the amount on average it takes for a visitor to take the desired action. This is often a purchase, enquiry or email subscription.
A strong landing page consists of many facets, but the ultimate goal is to convert a visitor into a customer. By making their search for a solution convenient and informative, you are making their lives easier. Lowering your CPA indicates you are on track!
What makes a good landing page?
There is a lot to consider when building a landing page, here is a short list of some pretty important elements.
As we mentioned previously message match is crucial! Stay on topic and keep it relevant.
Unique Selling Proposition
Why is your business better than the rest? You need to set yourself apart from the competition.
Visual content splits up text, attracts attention immediately and helps you communicate benefits.
Create a positive user experience by making information useful, usable, desirable, findable, accessible and credible.
Social proof will help build credibility. Showcase your reputation or social media accounts and encourage visitors to engage with your brand.
Most importantly provide a strong call-to-action. Don’t forget why your visitor is here and make it easy for them to take the next steps.
Still unsure where to start?
Getting a landing page right as part of your campaign is no easy feat, it takes experience, testing and research. The benefits of an optimised landing page will help you build a strong online presence and establish a high conversion rate.
We can help you get more than just the landing page right. Contact the Simtail team to get started!