According to Dictionary.com (www.dictionary.com) a Landing Page is a web page which serves as the entry point for a website or a particular section of a website. Landing pages are normally used in Digital Marketing (https://www.sightdigital.co.za) and are reached as a result of seeing and clicking on some form of online marketing Call to Action or CTA.
There are different landing page examples and this normally depends on the marketers objective, being that of either driving the user through a search or ‘intent’ based marketing campaign, or that of a paid or ‘interruptional’ marketing campaign, also known as inbound or outbound marketing.
When considering the use of a Landing Page, it is important to understand where it fits into your overall marketing funnel and buyers journey. Learning how to effectively use Landing Pages within your marketing strategy is key to the overall success of your online marketing efforts.
Why are Landing Pages Important?
The correct use of Landing Pages in your digital marketing strategy can make the difference between online marketing success or failure. There are so many advantages of using Landing Pages, especially when it’s done effectively. Here are some examples of why you should consider using them:
- Landing Pages are an effective way of quickly launching an online marketing campaign – You don’t need to have a website.
- Landing Pages allow you to test various options, such as which content to use, your choice of images, your call to actions (CTA), which products a potential customer is interested in, price points, and a variety of many other elements.
- Landing Pages allow you to test new products or services in the market place before you even go to market
- When used correctly, Landing Pages support your business goals, increase conversions, assist in acquiring additional data and insights
- You can also use Landing Pages to grow brand awareness, build your email database lists, and boost remarketing initiatives.
- And finally, one of the real gems with Landing Pages, is that you can A B test them.
What is A B Testing?
A/B testing or multivariate analysis (also known as bucket tests or split-run tests) is the process of running randomized experiments with two variants, A and B.
In the example of Landing Pages, A would be page 1, the Control and B, would be page 2, the Challenger. The idea is that the two pages should be testing only one variant, (which could be an image, the colour or wording in a call to action, or any other variant), with the overall objective to see which page, A or B converts better. Once decided, based on the data gathered, then the winning page becomes the new Control and a new Challenger is introduced. By following this process, the result is that you’re continually optimizing towards the prefect landing page with an ever-increasing conversion rate.
When running A/B testing, it’s important to consider the following:
- What is my goal (why am I doing the test)
- Decide on the variant you’re going to test – The ‘Control’ and ‘Challenger’
- Decide on an audience sample size, and then split your groups equally and randomly
- Give yourself enough time to run the experiment
- Trust your results
- Plan and run your next test
Where can I learn to build a Landing Page?
It is important to decide what your approach is going to be, and what you want to get out of it. For example, are you going to outsource your Landing Page creation to an agency, or are you going to upskill yourself to learn how to do it yourself?
If you choose the latter, then there are a number of resources available to you if you want to master the art of creating landing pages for your marketing campaign.
First off you could decide to attend a Landing Page Course (https://www.bluemagnet.co.za/project-view/what-is-a-landing-page-course/). Courses are a great way to start, because once you identify the ideal digital marketing training academy, they will provide you with a step-by-step approach to really understanding what is a landing page, why and how to effectively use them, provide you with a variety of tools, tips, and tricks (especially if they themselves are doing it), and set you on your journey to successful landing page creation.
In addition, you could start teaching yourself by doing a variety of online self-study programs and research. There are tons of Landing Page software creation tools available online with a fair split between paid and free tools. Most of the tools provide you with self-helps guides and tutorials, and a variety of landing page examples.
You can also look at downloading free landing page templates (https://justfreethemes.com/themes/landing-page/), which is a fast track cheat or hack, because most of these templates have been tried and tested, and all you have to do is swap out the content and images. But proceed with caution. You don’t want your brand to appear as if it’s simply copying every other landing page free template out there. So sophistication in your approach is key.
So, how should my Landing Page perform?
It’s safe to say that there is no hard and fast rule when it comes to the overall benchmark for landing page performance. However, it’s always important to get an understanding of what your industry benchmark or average is, and as a starting point aim to meet that, with an intention to improve on it overtime.
As a general guide, landing page conversions range from good at around the 2.5% mark to exceptional at around the 12% mark.
If you feel that you’d like to know more about setting up landing pages, and making them work for your organization or marketing strategy, then please feel free to contact us, and we’ll show you everything you need to know.