In This Episode
In this short video I’m going to discuss a question that I get asked all the time, which is;
“What’s a landing page and why do I need one?”
Whilst technically a landing page is any page on your website that a user can land on, when we’re discussing the concept from a digital marketing perspective, a landing page is a standalone page that is distinct from your main website. It is built with a single objective in mind.
Now that single objective could be to submit an enquiry or to complete a download. These landing pages are campaign specific, conversion focused, and single-minded. That means that elements like global navigation, that are normally distractions, are removed.
So anything that’s not on that page that is there to get the conversion, or to move a user closer to conversion is removed. They’re a distraction. You don’t need them on there. All they do is they dilute your message and they give the customer a chance to go somewhere else and not convert.
In this case what you’ve got to think about is you’ve got to think:
Less Is More
And that’s often the case we take with landing pages. Any element that’s not relevant, we just get rid of it.
Why Do I Need A Landing Page?
Why does my campaign need to have a landing page associated with it? And the simple answer is, to increase conversions.
When you’re running paid campaigns you live and die on the back of your conversion rates.
We consistently see that normal websites tend to have conversion rates somewhere between 1 and 3%. And we can see campaign specific landing pages have conversion rates of 10, 15 20, above 30%.
It doesn’t take a math genius to work out the fact that that’s 10 times more enquiries, 10 times more leads. It 10 X’s the results of that campaign.
If you combine a campaign specific landing page with well-aligned ad unit creative, effective targeting and promotion through social advertising, you’re on your way to success.