You’ve heard of the moon landing, you’ve heard of the landing strip, but have you heard of the landing page? It pretty much does what it says on the tin. It’s a page. That you land on. With me so far? However, it’s important to understand the difference between a page from their website that you’re directed to post campaign, and a landing page. A typical landing page is a stand-alone page, no distractions, just pure web-capture. Just the way we like it.
What are they?
The big brother of “squeeze” and “splash” pages, the possibilities of Landing Pages are endless. Well, not endless, but you get the idea. Whether you’re using your landing pages for webcapture, providing temporary content or hiding sensitive information, our landing pages are designed to be a one stop shop for achieving what you need from your readers. Designed to look and feel like your site, it’s an extension of your campaigns with the general focus of collecting data from the viewer. Statistics from TechJury show that companies who use over 30 landing pages get 7 times more leads than companies who use less than 10… if you don’t want to know about how to sept-tuple your lead generation then stop reading now, otherwise crack on with the rest.
If you’ve been using the product already, you should be familiar by now with the Campaign Landing Pages, the personalised zones directed from a campaign. These CLP’s are designed to reach customers you have already identified; you already have their information and just want something more from them. Our new Public Landing Pages just takes your marketing strategies to a whole new level. Our PLP’s can be used outside of your campaigns, naturally increasing your success rates. You can use the same forms as you’ve always been using, however now with their increased visibility you will not only be generating results from customers already on your radar but will also include the contacts not yet in your system. In-case that wasn’t obvious enough, I’ll outline what that means for you: new contacts = new leads = new revenue.
How would you use them?
Designed to go hand in hand with your PPC campaigns, and ideally offering something in return for the data you require, they should be a quick and direct format to achieve your goal. Public landing pages can be used in conjunction with your pop ups, giving a new lease of life to your pop-up campaigns. The URL builder included in the feature can also be used with your Gator Social posts. Driving traffic through these tools to a landing page means your results are more tangible and become easier to report on. You’ll be able to directly compare the views of the page to the success of the form fill, which will assist in your analysis of these strategies.
Being separate from your website means that they can’t just click off and have a browse of the rest of the site before forgetting why they were there in the first place, as we’re all guilty of. Now I can understand the thought process behind thinking that you want to direct your customer to a home page instead; there’s more for them to see which surely would mean their lead score would increase. However any marketeer worth their salt should be contesting this hypothesis. With an increased number of distractions comes a decreased chance of capturing the data you want. Offering a distraction free page to direct them to means higher conversion rate. No brainer, right?
It is important to bear in mind that your landing page and ad should be coherent. What you don’t want to do is lure your audience to your honey trap with the promise of sweet, sweet nectar, when in actual fact all that awaits them is an information guzzling monster. For example, if your ad is promising 40% off an annual subscription, then your landing page needs to replicate this. Otherwise there’s nothing stopping them closing that tab.