An Introduction to Landing Pages
Landing pages are an essential component of many digital marketing campaigns. In fact, there are some marketers who believe that you shouldn’t run any campaigns without a customized landing page. Here are the fundamentals of a successful landing page.
What is a Landing Page?
A landing page is a page that an individual lands on when they have clicked on something online – in this scenario we’re talking about a digital advertisement. We are going to be going over how to set up a campaign-specific landing page.
A campaign-specific landing page has no connection to your website. It essentially exists as its own website and is only accessible through the link that you provide in your digital advertisement. For example, you might send out an e-blast for a weekend clearance sale in that email there will be a link. Ideally this link will take the user to a dedicated landing page that continues the offer described in the email.
The main goal of a landing page is to either A) capture leads so you can follow up with the prospect in the future and B) to nurture prospects prior to getting them into your sales funnel. Oftentimes this is referred to as “building brand awareness”. Different types of campaigns require different types of landing pages. The two main types of landing pages are lead generation landing pages and jump landing pages.
Lead Generation Landing Pages
The main piece of information you want to obtain from a lead generation landing page is an email address. That gives you the opportunity to continue marketing to the prospect. Once you have their permission, you can market to them 1 on 1 with through email and a well thought out landing page. Stick with the important information for your form fields: name, email address, phone number, company name. Every situation is different, but you definitely want to ask for email address and phone number every time.
Jump Landing Pages
Some people call these “click through landing pages”, I don’t because I associate click through with other forms of digital marketing. Regardless of what you call them, this type of landing page is specifically designed as a type of channel between the advertisement and the ultimate user destination. The main objective of a jump page is to set the table for the main sell. This is the main tactic used in e-commerce emails. The page provides enough information to inform the prospect, setting them up for the sale and then sending them to the next rung of the sales funnel.
A/B Testing and Multi-Variant Landing Page Testing
A/B testing can be very effective for landing pages. But, don’t forget one very important fact about A/B testing: A/B testing means you only change one element on a landing page. I repeat, you only change one. If you change the offer and the color of the call to action button, that’s not A/B testing because you are testing more than one variant. You are now doing multi-variant testing, which is similar, but wouldn’t be my recommendation. When you utilize A/B testing, you come away with a clear answer of which color button, or which phrase was more effective. With multi-variant testing, the same concept applies, but you won’t know for sure which little tweak it was that contributed to the higher performing page.