What is a landing page?

A landing page, the specific page on the website is created to help online users/customers to find what they are searching for without navigating through an entire website. A landing page is also known as lead capture page or a lander. It is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page usually display directed sales copy that is a logical extension of the advertisement, search result or link.

In today’s internet world, websites have taken the role of a company’s brochure. In fact a landing page is equivalent to a page in a product brochure highlighting a single item or a stand-alone, focused page on your website that promotes a specific topic or product. It is also defined as a single webpage with the sole aim to convert your visitors into customers.  Landing pages are often linked to from social media, search engine marketing campaigns in order to enhance the effectiveness of advertisements. Also By analyzing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.

Furthermore there are two types of landing pages: reference landing page and transactional landing page. Reference landing page presents only relevant information before the visitors. These can display text, images, and dynamic compilations of relevant links. On the other hand a transactional landing page 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 of sale of a product or service.

Why is it important?

Following enlist the benefits of a powerful landing page
• Eye-catching and easy to understand.
• Directing traffic straight to the product they are looking for.
• Allows you to easily shuffle the product offering.
• Perfect marketing platform niche products.
• Higher and easier conversion for leads.
• Monitor web traffic and conversions in real time.
• Also Maximizes pay-per-click advertising campaigns making them more cost effective.

What makes a great landing page?

The Effectiveness of a landing page depends on the on following parameters:
Intent: Are the visitor actively looking for what the landing page offers?
Relevance: What visitor expects from the landing page
Call to Action: What is a visitor supposed to do on the webpage? Is call to action noticeable?
Distractions: How many distractions are there for a visitor to leave?
Hesitation: How hesitated is the visitor to complete the conversion goal
Motivation: How motivated is the visitor for completing the conversion goal. It is influenced by a lot of factors.
Details: Is the offer sufficiently detailed?


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