When online marketers are trying to reach out to their target audiences through their Advertising campaigns, it is imperative to include landing pages in their campaigns to provide a logical end to the advertisements and have an effective tool to measure the success of the campaigns. The page which opens when a web user clicks on a link/ advertisement/search engine result etc., is called a landing page.
This page is a continuation of the advertisement that was clicked to reach this page. The purpose of this page is to make the web visitor take a desired action which can be to purchase a product/service, fill up a form, get more information, etc.,
The landing pages can be linked to the website or can be stand alone pages which are an extension of a Advertisement done through paid search engine advertisings, e-mail marketing, banner ads etc.,
How are landing pages helpful:
a) Track the performance of the Ad campaign – landing pages normally have a mechanism to track the traffic coming from specific sources and advertisements. It also helps in tracking how this specific advertisement traffic is interacting with the page. Since Landing Pages are linked to specific ad campaigns, the traffic that they get is only from those ads.
b) Target Focused– the purpose of a landing page is normally to lead the web visitor to perform a specific action like fill up a form, purchase a product etc., There are no multiple targets on the page to confuse the web visitor. Its purpose is to focus the visitor’s attention on only one goal and lead him to do that.
c) A logical completion to your ad campaign – If your ad is focused on a hot selling product that you have an offer on, then making the web visitors reach a page where they can get more relevant information on the offer and product and can buy that product will be much better then making them reach on a general page where they have to look for the product and can be distracted by other information which is not relevant to that page.
d) Test new techniques – Since landing pages are a part of the advertisement, they play an important role in enhancing the performance of a campaign. Since they are generally stand alone pages, it is easier to experiment with them. Various test techniques like A/B Split testing can be used easily and effectively to see what works best. And when some changes are made in the advertisements, landing pages can also be changed in accordance.
e) Ease for visitors: Focused landing pages help the potential customers to take the desired action with ease and without wasting time. Web users do not have the time or inclination to find information that they are interested in and find out how to act.
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