What is a landing page? A landing page is usually a webpage that has been designed for the specific purpose of capturing a lead through an online offer. Sales copy in the landing page is written and woven onto the design to attract visitors and convert them into sales leads. Analytic tools are used to study the click-through and conversion rates. This data helps marketers improve the success of an advertisement. There are two main types of landing pages called a reference and transactional landing page. These marketing techniques are used by most marketing companies.
Different Types of Landing Pages
Reference Landing Page
Reference landing pages display information that is found to be relevant to the visitor. They can display links, images, text and other elements. They are successful if they meet the goal of their publishers. Publishers include organizations, businesses and associations. This method improves lead generation and visitor interaction. Reference landing pages have a concise sales copy that is designed to entice the visitor to take action. Traffic is driven by online advertisements and the goal is to achieve a high landing page quality score. This marketing technique is a low-cost advertising method. The success rate of the reference landing page is tracked through analytic software.
Transactional Landing Page
The purpose of the transactional landing page is to entice a visitor to take action by completing a transaction. This is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the visitor’s email address to a mailing list as a future prospect. A transactional email campaign can be established in the future. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.
Landing Page Conversions 101
If the visitor fills out the information, then they are called a conversion. Analytic software gives the publisher the number of successful conversions. This information is helpful when developing a future marketing campaign. The success of the campaign is measured, and the publisher uses the information to improve future online marketing campaigns. This information also allows the publisher to make changes and learn more about their visitor. Another method for improving internet marketing techniques is called search engine marketing.
This type of marketing promotes a company’s website by understanding and utilizing search engine techniques. These techniques are used to increase the page rank of a search engine’s results page. A visitor inputs a particular keyword, and the results are displayed according to a company’s page ranking. A company can also choose paid advertisements to ensure their company’s name is found on the results page. A company’s website can be rewritten to achieve a higher search engine ranking.