Landing page
Encyclopedia
In online marketing
a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement 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 rate
s and Conversion rate
to determine the success of an advertisement.
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:
The visitor traffic is immediate as the Adword relies on Google
advertising to drive visitors to the webvert.
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
.
Internet marketing
Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.
Landing pages are often linked to from social media
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
, email campaigns or search engine marketing
Search engine marketing
Search engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...
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
Web analytics
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage....
generated by the linked URL, marketers can use click-through rate
Click-through rate
Clickthrough rate is a way of measuring the success of an online advertising campaign. The clickthrough rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown , expressed as a percentage. For example, if a banner ad is delivered 100...
s and Conversion rate
Conversion rate
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators...
to determine the success of an advertisement.
Types of landing pages
There are two types of landing pages: reference and transactional.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
AIDA (marketing)
AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on...
. The traffic is driven from Google Adwords and is designed for two specific marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
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.
The visitor traffic is immediate as the Adword relies on Google
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
advertising to drive visitors to the webvert.
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
Conversion rate
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators...
, 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
A/B testing
A/B testing, split testing or bucket testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates...
and multivariate testing
Multivariate testing
In statistics, multivariate testing or multi-variable testing is a technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions.-In internet marketing:...
.
See also
- Landing page optimizationLanding page optimizationLanding page optimization is one part of a broader Internet marketing process called conversion optimization, or Conversion Rate Optimization , with the goal of improving the percentage of visitors to the website that become sales leads and customers. A landing page is a webpage that is displayed...
- Multivariate testingMultivariate testingIn statistics, multivariate testing or multi-variable testing is a technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions.-In internet marketing:...
- Multivariate landing page optimizationMultivariate landing page optimizationMultivariate landing page optimization is a specific form of landing page optimization where multiple variations of visual elements on a webpage are evaluated. For example, a given page may have k choices for the title, m choices for the featured image or graphic, and n choices for the company logo...
- Online marketing
- Pay per clickPay per clickPay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
- Search engine marketingSearch engine marketingSearch engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...