Landing Page
Landing pages are key to any
marketing campaign. Its definition is as follows, “a page view intended to
identify the beginning of the user experience resulting from a defined
marketing effort” (Web Analytics Association, 2008). Landing pages fall under
the category of visit characterization because they act as catalysts for a
particular targeted behavior such as lead form, newsletter sign-up, etc. These
pages are generally the end result to a call-to-action of a digital
advertisement (Web Analytics Association, 2008). Once your advertisement has
brought visitors to your landing page, it’s important to tell them what you
want them to do but first, content on landing pages must be clear and concise
and pertain to the offer or advertising message.
Despite how narrowly tailored
landing pages may be for a particular audience, they are only an extension of
the main website (Frischer, 2016). In comparison, a website is for people to
peruse and learn more about your business and drawing them in along the way
with specific call-to-actions of both micro and macro-conversion levels. While
a landing page delivers a very specific message to a clearly defined audience
with one goal in mind – conversion.
Most importantly, it is vital to
test your landing page (Smith, n.d). A clean looking landing page, the color of
a button or load time are all important elements that can be troubleshooting
during a testing phase. To avoid testing may result in a very high bounce rate.
It was reported that first impressions are gathered in only a few seconds and
may result in a 94% bounce rate if the design of a landing page is not clean,
simple or organized (Smith, n.d).
Since landing pages are aimed at
gaining a particular behavior usually funded by a cost-per-click campaign, the
same guidelines outlined my Mikal Belicove can be applied. Setting trackable
goals for any particular landing page will allow for marketers to identify ROI
and evaluate marketing campaigns (Belicove, 2009). Use separate analytics for
landing pages will help and evaluate bounce rate, page views and referrers, if
applicable (Belicove, 2009). Again, the combination of testing and analytics
will allow marketers to make the necessary tweaks to increase its defined goals
and to continue monitoring over time (Belicove, 2009).
To share a personal real world
experience, Festiva Sailing Vacations runs numerous Google Ads. The following branding
ad points to a landing page that provides relevant copy pertaining to the product
with certain keywords and an embedded lead form which is set up as a macro-conversion.
The landing page example is effective because navigation is limited. Visitors
are focused on completing the lead form (Mirman, 2010). The company uses
specific Google Ads that are categorized by a relative group of keywords thus
presenting this landing page to its audience.
Digital advertisement:
 |
| (Provided by Festiva Sailing Vacations, 2016) |
Landing Page example:
 |
| (Provided by Festiva Sailing Vacations: allinclusivesailingvacations.com) |
Of course, there is room for
improvement. This assignment has taught me that this landing page could benefit
in a reduction of copy because a happy user is one who does not have to think
too much (Smith, n.d). The following landing page depicts a page that has a
very clean layout, clear call-to-action and is simple in nature.
 |
| (Smith, n.d.) |
The timeless
saying that “beauty is in the eye of the beholder,” rings true for even the
digital landscape. How will you design your landing page that sticks out in a
world full of clutter?
Resources
Belicove, M. (2009). Analyzing the analytics: How to make sense of your Website's performance data. Entrepreneur, 42.
Belicove, M. (2009). Analyzing the analytics: How to make sense of your Website's performance data. Entrepreneur, 42.
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