In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", 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 will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.
Types of Landing Pages
Reference landing page
A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.
A special type of 'reference landing page' is the 'webvert', the marketing goal focuses on lead generation and interaction with the visitor. A webvert is not 'transactional' in nature. A webvert is a reference based, ethical landing page. The webverts consists of an advert, designed on the AIDA principle. The traffic is driven from Google Adwords and is designed for two specific marketing tactics:
Transactional landing page
A transactional landing page seeks to 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 being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.
A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages. Some of the testing methods used are A/B testing and multivariate testing.
Hope this was helpful,
The PushYourRank Team
Author: Nicholas Coriano
About The Author: Nicholas Coriano is an Entrepreneur, Web Developer, Social Media Marketer, SEO Consultant and the founder of this blog and The NewYorkWebsiteDesignCenter.com. While developing websites for his own businesses and marketing his entrepreneurial ventures online, he began blogging useful tips and "how-to" articles on PushYourRank.com for reference purposes. To retain Nicholas for help with your Website, Social Media, SEO or other online/technology needs, email PushYourRank@Gmail.com
About PushYourRank.com: PushYourRank.com (the Blog) is a blog that helps small businesses, start-ups, developers, amateurs website builders, bloggers and entrepreneurs develop their websites, their social media presence, their search engine optimization techniques and more ....online. The Blog publishes articles about Ecommerce, Email Marketing and How To Make Money Online...as well as any topic that pertains to the Internet or Online. If you need help developing a website, SEO or Social Media outsourcing, see NewYorkWebsiteDesignCenter.com, if you would like to advertise or have us publish an article on a certain subject, please email us at PushYourRank@Gmail.com
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.
Types of Landing Pages
Reference landing page
A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.
A special type of 'reference landing page' is the 'webvert', the marketing goal focuses on lead generation and interaction with the visitor. A webvert is not 'transactional' in nature. A webvert is a reference based, ethical landing page. The webverts consists of an advert, designed on the AIDA principle. The traffic is driven from Google Adwords and is designed for two specific marketing tactics:
- To attain high Google Adwords landing page quality scores, the benefit being any Adwords campaign costs are minimized.
- The webvert has a clear call to action, always with a reply form or clear way to engage.
Transactional landing page
A transactional landing page seeks to 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 being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.
A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages. Some of the testing methods used are A/B testing and multivariate testing.
Hope this was helpful,
The PushYourRank Team
Author: Nicholas Coriano
About The Author: Nicholas Coriano is an Entrepreneur, Web Developer, Social Media Marketer, SEO Consultant and the founder of this blog and The NewYorkWebsiteDesignCenter.com. While developing websites for his own businesses and marketing his entrepreneurial ventures online, he began blogging useful tips and "how-to" articles on PushYourRank.com for reference purposes. To retain Nicholas for help with your Website, Social Media, SEO or other online/technology needs, email PushYourRank@Gmail.com
About PushYourRank.com: PushYourRank.com (the Blog) is a blog that helps small businesses, start-ups, developers, amateurs website builders, bloggers and entrepreneurs develop their websites, their social media presence, their search engine optimization techniques and more ....online. The Blog publishes articles about Ecommerce, Email Marketing and How To Make Money Online...as well as any topic that pertains to the Internet or Online. If you need help developing a website, SEO or Social Media outsourcing, see NewYorkWebsiteDesignCenter.com, if you would like to advertise or have us publish an article on a certain subject, please email us at PushYourRank@Gmail.com