Campaign Landing Page Breakdown

According to the Google dictionary, a landing page is ‘a web page which serves as the entry point for a website or a particular section of a website’. The term can be used to describe any page which acts as the first port of call for inbound website traffic, whether that traffic is entering via a social media channel, paid campaign, organic search, referral, email mailout, or if the user is entering the site directly (by typing the URL into the search bar or clicking on a bookmarked link). In this article, we'll be describing landing pages which have been built specifically to act as the entry point for campaign traffic. Campaign landing pages are one of the most important weapons in a digital marketer’s arsenal, with only 22% of businesses satisfied with their current conversion rates (source: Econsultancy) it’s important to recognise how you can utilise landing pages yourself to improve CRO.

What Is A Campaign Landing Page?

A campaign landing page is a standalone web page which is disconnected from the main website and is created specifically to make the most of a targeted audience. It’s where a visitor ‘lands’ after clicking on an AdWords link, Facebook advert or equivalent. Landing pages almost always have one objective, a specific call to action (we’ll discuss this later) and will have fewer links than other webpages making them better optimised for conversion.

There are two primary types of landing page to consider; firstly, a lead generation or lead capture landing page, these will include a web form as their CTA and are most often used for B2B purposes. The second type of landing page has a click through button as the CTA and is mostly used for e-commerce purposes.

 

Why Use A Landing Page When Executing a Campaign?

As mentioned previously most businesses struggle with their websites conversion rates, in fact 85% of search marketing professionals will be focusing more on conversion rate optimisation this year alone (Marketing Charts). Just one of the ways they will do this will be through well-built landing pages. The biggest reason for this? Having a specific call to action means that visitors are simply and easily directed to the end conversion without having their time wasted (and we all know how much customers hate having their time wasted!) Directing them straight to the point they need to be at without hassle is key. Unlike the homepage a landing page goes without the distractions of extra links, navigation options and text which all dilutes the message and reduces conversion rate. Clear CTA=Happy Customers=Even Happier Conversion Rates.

 

When to Use A Landing Page?

It’s important to recognise that even though landing pages can be very effective, they are not the solution to everyone of your CRO woes. There are however a few examples of inbound marketing campaigns that simply cry out for a great landing page.

Promotional offers targeted at specific customer audiences: If a particular promotion is suitable for some consumers but not others, for example if there is a promotion for a sub-sector of your online subscription list (perhaps those who have been subscribed for over a year) having a separate landing page just for these customers helps to avoid confusion and doesn’t aggravate those consumers the promotion is not for.

Multiple products: Although product advertising often leads you to the main product page to provide as much information as possible (to help the customer create an informed purchasing decision), the distractions of the main nav bar and other products can remove the focus from purchasing the product. Using a standalone landing page not only removes distractions but also provides a greatly simplified sales funnel, ad to landing page to cart. This also means that your sales can be directly attributed to the ad and the landing page. After all attribution is key.

Traffic Source Segmentation: Similar to matching landing pages to specific customer groups, matching landing pages to sources of traffic can also prove invaluable. People who have come to the site from a tweet or Instagram bio will be looking for a different experience to those who come through AdWords, so message match is easier to manage, and measurability is so much easier making analytics a doddle!

There you have it, a quick whistle stop tour of the landing page. Wan to learn more about conversion rate optimisation for your website? Contact us, we’re kind of experts (not to toot our own horn!).