In this third part of a four part blog series covering the topic of landing page optimisation, we will discuss the matter of when it is best to use a landing page. If you have not done so, we recommend you read Part One: What is a landing page and Part Two: Why should I use landing pages, in order to better your understanding of what a landing page is and why you need one.
A landing page should be used whenever you decide to course a digital marketing campaign or advertise your merchandise or services. Basically, you should try to use a landing page for every inbound advertising campaign you operate. If your company has the primary goal of selling products online you will benefit well from the provision of promotional offers on search engines such as Google Adwords. The links presented throughout web searches and social media, such as Facebook adverts, will deliver a visitor to your website by the means of a simple ‘click’ should your advertisement be compelling enough to draw them in. Once they have clicked on said link, they will be redirected to your website, and they need a primary page to ‘land’ on – this is where landing pages come into effect.
You want your web page visitors to stay on your page, and this requires an attention grabbing landing page. You should list sales, specials and promotional offers on this page, and additionally using bold fonts and bright colours won't hurt either. The most beneficial technique, however, is to provide visitors with a form to fill out in order to obtain their email address. Visitors fill these forms out in hope of receiving information of futures sales and promotional offers, so gathering this information from your customers is a form of lead generation. It is imperative to use the information gathered from visitors and follow up on the leads, resulting in constant sales opportunities.
When your landing page or lead follow ups (newsletters/emails) are successful, this is known as landing page conversion. This is when a visitor is successfully converted into a customer, buying your products and essentially becoming a profitable lead. However, if you do not have any specials or sales to offer, you are effectively ruining your chances of a prosperous landing page. Today’s market is competitive and it is your job to convince your visitors that what you offer is better than the rest. Therefore, landing pages must be used only when you have an offer to promote, as bait for those on the web wanting to spend.
iFactory is a digital marketing agency focused on providing exceptional advice with regards to digital practices. This was part three of a four part blog covering the topic of web pages; part four will cover the best practices of landing pages. If you require further assistance on landing pages and digital marketing, iFactory has very passionate team members experienced in digital services to advise you. We are available by phone on +61 7 3844 0577 or contact us online.