What you need to know about landing pages and why they’re so useful
If you’ve heard talk of landing pages in relation to marketing and aren’t too sure what the term is referring to, fear not! We’re here to help with this beginner’s guide, including a case study on the effectiveness of landing pages as a marketing tool.
What is a landing page?
Starting with the basics, a landing page literally means the page of a website a user will land on. However, when we talk about landing pages in marketing, we are typically referring to a standalone page that has been set up specifically for lead generation or to drive click throughs. But what do these mean?
Lead generation pages are used to capture data, such as email addresses and names. The pages will usually include a contact form and information relating to a specific page and campaign. For example, a lead generation page could be used for customers to register their interest in an upcoming event or product, or to book a service.
Click through landing pages are set up to persuade customers to click through to another page. The intention is to encourage the reader towards a specific action, for example to click through to a specific product on an eCommerce site. The benefit of this is to bypass the usual website, which has multiple messages, and instead focus on a single aim and increase the likelihood of a specific conversion.
The beauty of landing pages is that they can take pressure off the main site and be used for multiple campaigns without confusing your core messages. They can also be targeted to specific audiences via social media or search engine advertising,
Case study – Australia Wide Chauffeur Cars
Perhaps the best way to see the benefit of a landing page is to take a look at an instance where we used one to fix a problem a client was experiencing.
Australia Wide Chauffeur Cars were receiving a high amount of traffic on their website, but from this traffic they were generating few bookings. When there is a lapse in the conversion funnel like this, there has to be a reason. We identified that the site wasn’t user friendly or designed to capture leads. We worked out that people looking for a chauffeur or taxi just want a quick and easy process where they enter time/date/contact information, and then the provider does the rest. They don’t need multiple pages to click around before organising a ride.
Landing page copy should be concise and on topic, increasing the chance of a conversion.
Using this information we designed a landing page, focusing all attention to lead capture using small amounts of important information. Unlike a website with multiple pages and mountains of text, the landing page uses minimal copy to educate and inform the user, which means the user has less chance of becoming distracted and is more likely to fill in the form and become a customer.
The page is on-brand, simple, and above all easy to navigate to suit the target market of high earners and time poor business people. This target audience has minimal time to research a service, so an easy to use page where they just fill in a few details and get a call back to arrange the rest is perfect for them.
As for the results, the client’s website was converting at 4%. The new landing page converts at 22%. We are promoting this page through numerous digital channels, bringing in similar traffic as before, but now they are much more likely to convert.
If you’re not sure whether a landing page will suit your needs, you have to make a decision as to whether your site converts at the rate you want it to. If not, a landing page is a quick and easy fix that is much cheaper than revamping your whole website.
If you offer multiple products or services, you can direct engaged traffic to a landing page for each service and increase your conversions in no time.
To discuss using a landing page for your business, get in touch with Emote Digital today.