It can be really useful for your marketing effort to know when to use website landing pages.
Bur first, what is a landing page? Because there are multiple ‘definitions’ out there.
Strictly speaking (so I believe), a landing page means the page of your website onto which a visitor first lands.
That’s not precisely what I’m on about here.
What I mean is a page that you design for a particular purpose but is not listed on your website pages menu. In that way, a person who is already inside your website cannot see the page and, therefore, cannot click on it.
The reason for doing this is so you can review ‘clean’ stats for the performance of the page, without any ‘pollution’ from visit sources other than the one you want to understand.
For example, let’s say you have a new workshop, event, tour, product or other.
You want to advertise this new offering via social media and/or email newsletter, but you’re unclear about which of its benefits will attract the most bookings or orders.
In this scenario, you create two landing pages on your website for the one offer, one promoting Benefit A; the other Benefit B.
They look radically different, with alternate imagery, graphics, text, emphasis, vibe, testimonials, background colour, CTA buttons, etc, though each still fitting within your overall branding.
You then go into Facebook (or other), create a single advertising campaign, a single ad set and two different adverts within, both of which are targeted at exactly the same audience.
First time round, your two adverts look exactly the same, using the same text and image or video, but each pointing to the different landing page.
Now you can compare how each landing page performed, in terms of products purchased or events booked.
Next, repeat the exercise, putting into play learnings from round one.
This time, alter the text and imagery in the two adverts, but retain the different landing pages. This time, the text and imagery of each advert focuses on the same benefit as the landing page to which people will be directed when they click.
Learn and repeat.
Landing Pages – Definition
One of the nicer definitions of a landing page I’ve come across is from Act!, a CRM and marketing automation company.
“A landing page is a standalone page designed to communicate a well-defined message and persuade visitors to perform a specific desired action. That action might be joining an email list, signing up for a free product trial, downloading a whitepaper, buying a product, or clicking a call-to-action (CTA) button. It’s called a landing page because visitors “land” on it from various marketing channels, such as email campaigns, search engines, content marketing campaigns, or advertisements.”
Read their full article at https://www.act.com/what-is-a-landing-page/
When to use Website Landing Pages – Example :
A tourism business knows that some of its guests come for the physical exercise and some for the craic and company. The business runs two different landing pages, each focussed on just one of those core benefits, and watches how each performs in generating bookings.
Try it out!
Get in touch if you’d like to discuss any aspect of your marketing.