What is a Landing Page, and how is it used in web marketing?
Category: Knowledge Base
Group: Best Practices
In web marketing a Landing Page, sometimes known as a ‘Lead Capture Page’ or ‘gateway page’, is the page that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.
In pay per click (PPC) campaigns, the landing page can also be customized to compare the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can compare the click-through rates and Conversion rate to determine the most profitable advertisement.
Types of Landing Pages
There are two types of Landing Pages: reference and transactional.
A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.
A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.
A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages. Some of the testing methods used are A/B testing and multivariate testing.
There is also a third landing page apart from these two above mentioned which is commonly used in Direct Marketing, Squeeze Page. These web pages are very targeted and focus on capturing information about a visitor. These pages have a very high conversion rate and these collect data for an upcoming targeted e-mail or direct contact campaigns.
(Publish Dt) 10/23/2010
Buzz: Landing Page,Lead Capture Page,PPC campaigns,squeeze page,web marketing