For internet marketers, getting consistent and quality click-throughs from a well-thought out campaign is the aim of the online advertising game. But once the finger-tap/mouse-click is in the bag, how do you make sure that those actions keep their value right through to conversion?
Cue, the custom landing page…
But before we get ahead of ourselves, let’s start with the simple stuff first.
What is a landing page?
Put simply, a landing page is a webpage designed specifically to be both the point of entry and (hopefully) the point of conversion for a marketing campaign with the help of a lead capture form.
Why Should I Use Them?
Landing pages allow you to design a page that is custom-made for each of your advertising campaigns, which can be carefully crafted to make sure that you’re doing all you can to gain conversions.
Landing page vs. Hompage
Say you’re delivering a facebook ad campaign, as well as supplying your creative content and imagery, you also need to specify a destination URL i.e. where the user goes when they click on your ad. A staggering amount of companies simply direct these clicks through to their homepage. In fact, according to MarketingSherpa’s figures, 44% of clicks for B2B companies are directed to a homepage rather than a specific landing page. And of the B2B companies who are actually using landing pages, 62% only have six or even fewer landing pages. It’s madness. Not least because companies are wasting the time, money and effort creating these ads and getting eyes on them by not investing similar resources into directing the user to the end goal as quickly and as seamlessly as possible.
Analysing Marketing Data
Another reason why it’s not a great idea to use your homepage as a landing page is that it can muddy the water when it comes to analysing traffic on your website. By creating a landing page, it’s much easier to measure how successful your ad campaign has been as well as and the individual performance of your various channels of delivery.
One of the best thing about landing pages is that there’s no limit on how many landing pages you can have, in fact, the more you have the more chances you’re creating to convert visitors to your website into valuable leads for your company.
If you’re unsure how to set up any aspect of your campaign, from your online ads to landing page, from PPC ads to marketing emails, get in touch with collective.digital for affordable and friendly advice and support.