What is a Landing Page? by Best Digital Marketing Agency, Absolute Digital
Updated: Oct 20, 2020
A Landing Page is a single-page website, also known as a web page, created specifically for an online advertising campaign. This is where the visitor “lands” after they click on a link in an email, or ads from Google, YouTube, Facebook, Instagram.
Unlike websites, which typically has several pages to describe the services, about us, and other goals to encourage exploration, landing pages are designed with a single focus or goal, known as a Call-To-Action (CTA).
This focus makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead/sale. A landing page typically fits into an online sales funnel where the visitor is being directed to take specific actions, depending on the objectives of that campaign. For instance, if the goal is lead generation, visitors will be prompt on various occasions to fill their particulars to get a special deal or something similar to incentivise them to take that desired action.
Why a Landing Page?
Depending on your objectives, most businesses would require a landing page if they're running a digital marketing campaign. A study found that ad-specific landing pages outperformed websites by 115%. And companies have seen a 55% increase in leads when increasing their number of landing pages from 10 to 15.
You can create landing pages based on exactly what the visitor needs to see at their stage of awareness. Depending on who you target, your landing pages can be customised to connect with your target audiences accordingly, thereby increasing the chances of piquing their interests.
Whereas your websites' homepage is a representative of your company, it is less customisable and more static. This is usually not ideal if you're running a digital marketing campaign because it does not reach out to the visitor and it may be too overwhelming or distracting with the amount of content and different pages.
Landing Pages, on the other hand, allows you to control the limited options of what the visitor can do (CTAs) and the flow of information in which you present it to the visitors.
Website vs. Landing Page
The difference between a website and a landing page lies with the objective of their existence in the first place. Websites is an online representative of your business whereas a landing page is a 24hours online salesperson highlighting a specific product/service/promotion that you are currently running.
While Landing Pages have specific goals, it acts like an online salesperson for your brand by putting key information to guide the visitor into taking a specific action, usually in the direction to accomplish your digital marketing goal. These goals range from leads generation, e-commerce sales, website traffic, and more...
Whereas a Website puts all the necessary information regarding your company online so that the visitor can easily find your business online and contact you should they have an enquiry.
Optimising your Landing Page
While landing pages are an effective way to promote or sell your brand, not all landing pages are created equal. Some perform better than others, and there's a reason why. A good landing page consists of a logical sales funnel which requires the understanding of your target audience's buying patterns and how best to convince them to take action (CTA).
A professional digital marketing agency will continuously improve and optimise your landing page with data gathered from your campaign, resulting in better performance (conversions) with the same ad budget.
A successful landing page will increase your conversion rate as compared to a generic website homepage by speaking to your target audience with customised content.
If you'd like to find out more on what makes a good landing page or if you want to get started on your digital marketing campaign, do reach out to us at +65 8892 1290 or drop us an email at hello@absolutedigital.sg for more information.
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