Today, businesses use various techniques to convert their online traffic into customers. These methods can be quite time-consuming and don’t even guarantee success all the time. However, that is certainly not true for landing pages. The more landing pages you have on your website, the more likely you are to generate leads and conversions. After all, research has shown that companies that increased their total number of landing pages from 10 to 15, benefited from a 55% increase in their leads!
But what is a landing page and why is it so good at converting traffic? Let’s explore!
What Is a Landing Page?
A landing page is a crucial standalone webpage that is created with the sole purpose of converting traffic into customers via an advertising or marketing campaign.
A landing page is essentially the page on your website where the act of conversions, such as a sign up, purchase, or registration, takes place. It’s where your website visitors “land” after clicking on a link that you provide in your emails and ads on search engines, social media platforms, and other similar places on the web.
Unlike regular webpages, which usually have multifaceted purposes, a landing page is designed with a sole goal, i.e., to convert your existing traffic into customers. This goal is achieved via a single, clear, and attractive call to action (CTA). This singular focus makes landing pages an incredible option for boosting conversion rates. Furthermore, these pages don’t typically offer any website navigation, which also works to keep the focus of your visitor on your marketing campaign.
Types of Landing Pages
Typically, there are two types of landing pages – lead generation and clickthrough landing pages. Lead generation pages have a form that collects valuable lead data, such as names and e-mail addresses. These pages are used by B2B marketers to build a list of prospective clients. They offer free e-books or webinars in exchange for your contact information. E-commerce brands use this type of page to offer special deals or free shipping.
Clickthrough pages are used by SaaS (software-as-a-service) and e-commerce marketers. These pages are aimed at generating sales or subscriptions. They have a clear CTA that directs visitors to the checkout flow.
Why Should You Use a Landing Page?
Now that you have the answer to your question, “what is a landing page?” you must be wondering why you should invest your time in a landing page. The premise of a well-crafted landing page is such that it compels a visitor to take action.
Landing pages are unlike regular website pages that have too many distracting elements and are designed to encourage your visitors to explore your site. A landing page is sharply-focused on one goal and has only one link that will convert your visitors into customers. It comes with zero distractions that can take the visitor away from the CTA. All it has is a super slick ad that is promoting a single offer. With this page, you do everything you possibly can to turn your traffic into customers.
It’s so much better than running a time-consuming email campaign or an expensive ad campaign to convert leads. Similarly, SEO also takes quite a long time and is primarily aimed at generating traffic. With landing pages, you can convert your existing traffic while using minimal resources, such as time and money. You can use your previously established ways to generate traffic, such as paid search, SEO, paid social media, and e-mail campaigns, and direct that traffic to your landing pages.
If you don’t have the time or resources to develop high-quality landing pages for your website, don’t worry. You can trust Marketing Tiki to do the heavy lifting for you! We can design conversion-boosting landing pages for all of your marketing campaigns. Reach out to us for a free consultation today!