Introduction:
A “landing page” is any web page that is the recipient of targeted traffic. Emails, Pay Per Click (PPC) ads, and Quick Response (QR) codes inviting users to respond to call-to-action prompts, are all designed to drive users to a landing page. The design of a landing page will determine what happens once that user arrives on the landing page. The landing page is the area that can contain enormous potential to influence the ROI outcome – or not. Superior landing pages capture a visitor’s attention and direct them towards a next step. That is not something to be taken lightly, as many web pages fail to execute at this level.
Specificity differentiates a great landing page from a good landing page. Optimal landing pages are contextually relevant, timely, targeted and specific. These pages are formulated to receive traffic generated by specific ad campaigns, while simultaneously intended to validate a product or service. In short, these types of well-designed landing pages ensure a better lead/sale conversion rate.
Landing Page Types:
Landing pages come in a variety of shapes and forms. There are two main types: those pages that reside within your website and those pages that can exist outside of your website. Pages that are residing within your website are routinely meant for browsing, while those pages that are outside of your website can be thought of as conversion-hubs.
Inside:
It is imperative that your website addresses all visitors who may be interested in what you have to sell, and that your website also legitimizes your expertise to visitors who may be seeing you for the first time. Ensure that your site appeals to the “lowest common denominator,” i.e., customers, prospects, investors, media types and employees. Think of your site pages layouts as the “all-inclusive” formulation stadium, that calls out to all types of users who may make a landing.
Outside
As opposed to the “inside” landing pages concept, landing pages that reside outside of your main site’s structure, are traffic source specific, i.e, they designate where visitors come from. If you are thinking, “My ROI could be potentially greater if I am sending visitors to a specific page destination outside of my main site,” then you are on point. Why? The reason is simple. Outside landing pages can be highly targeted and dedicated to driving visitors directly into your conversion funnel, the potential for much higher ROI generation is practically a no-brainer.
It is apparent that outside landing pages are that unencumbered by your main site’s structure, and have the capability to target extremely specific and relevant information to particular traffic sources, can become ROI boosters. Therefore, it is critical to create dedicated landing pages in an effort to obtain increased ROI. “The Ultimate Landing Page” series will be focused on creating landing pages that live outside of the structure of your main website.
Experiential:
As in real life, the virtual world triumphs when a user enjoys a real web experience, versus surfing the web. Landing pages that reside outside your main web site structure have the option of becoming a landing experience. MatterMax Media suggests landing experiences can be comprised of more than just a single landing page.
Moving forward, when we refer to a “landing page” throughout this series, we want you to keep in mind that we are referring a landing experience of multiple pages rather than just a single landing page. Think Micro-site, if that image will help implant the visionary landing page experience.
The Three Experiential Categories: Advantages and Disadvantages
The three types of landing experiences are:
- The Landing Page
- The Conversion Path
- The Microsite
Each of these landing experiences offers unique advantages as well as some disadvantages.
The Landing Page Experience:
The landing page experience can be characterized as a single page that includes a message coupled with an offer. Usually this also includes a form on the initial page.
Advantage: If your goal is aimed at visitor intent and your audience segmentation is pre-determined, then the landing page experience should suffice.
Disadvantage: Single page reporting is limited to pass/fail. As a result, it is impossible to obtain information from visitors who are abandoning the site before converting the call to action.
The Conversion Path Experience:
The conversion path experience can be characterized as a single page that contains two to five segmentation options. With this setup, users can be redirected to segment specific offer page, or to an additional sub-segmentation page.
Advantage: The conversion path experience would be the best choice if you require the ability to sort respondents from indefinite traffic sources and direct them to conversion. This platform also provides the ability create segment specific messages that will maximize conversion rates.
As a result, the conversion path’s ability to assess relative traffic value sources experience translates into a valuable resource tool, due to segmentation data being collected on 40-80% of all respondents. This includes respondents who did not convert and then left the site early.
Disadvantage: Building a conversion path experience requires more time and planning.
The Microsite Experience:
The microsite experience can be characterized as a specific laser beam drilling down into a core topic. With this design, users will be presented with specific navigation. The microsite experience not only tackles conversion rate goals, but it also provides a robust experience for educational directives.
Advantage: The microsite experience is best suited for deep, topic-specific subject matter. Microsite’s deep immersive qualities surpass the conversion path experience, in that users are required to spend more time and thought interacting on the page. If you have decided on the intent and segmentation directives, then the microsite experience is the preferred way to offer specific content.
Disadvantage: The Microsite experience requires all the labor and planning of a main site, including the possibility of hiring a web designer.
Now that you have a basic understanding of landing page types, taxi down the web runway, respond to the control tower’s incoming messages and identify which kind of landing page you want to build at the end of the runway.
See you next Thursday at Today’s Marketing Blog, when we will present the second installment of the three part “The Ultimate Landing Page” series, Part 2, “Preparing for Take Off.”
MatterMax Media is a full service integrated marketing agency located in Stone Mountain, Georgia. MatterMax Media provides strategy, technology, marketing and training for individuals, businesses and government. Today’s Marketing Blog focuses on Entrepreneurship, Marketing and Web Matters. When you require assistance with your website creation, branding/marketing strategy, feel free to contact us.
