Landing Pages

Landing Pages

Landing Pages

  • A web page that appears in response to a click on an advertisement or a search engine result link
  • This webpage typically displays content that is a relevant extension of the advertisement or link
  • Goal is to convert site visitors into immediate or eventual sales leads

Landing Page Categories

  • A reference landing page presents information that is relevant to the visitor
  • A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with objects on the landing page, with the goal being the immediate or eventual sale of a product or service

Landing Page Types

  1. A stand-alone page that directs the visitor to a specific conversion action
  2. A page that is located on a microsite separate from the main web site and designed to funnel the visitor to a specific conversion action
  3. A page that is located on the main web site

Landing Page Guidelines

  • The above types are listed by preference, with the first one being the most optimal
  • The first two options are generally preferred over the last option

Landing Page Optimization (LPO)

  • Uses testing to provide page content and appearance that makes the webpage more appealing to target audiences
  • Goal is to improve the percentage of visitors to the website that become sales leads and customers

Sources