Landing pages are indispensable for success digital campaigns. It helps people easily confirm they are in the right place after searching and clicking on an ad, and a landing page helps track macro and micro conversions.
A landing page is where people “land” due to advertising (AdWords, emails, direct mail, TV commercials). A landing page is not your website’s home page. Your home page is too generic and full of choices. Effective landing pages make it abundantly clear what the person should do after showing interest by clicking to the page or calling up the URL. It matches the offer in the marketing and makes the path easy to follow to the next step. Any of the next steps, or conversions, can be clicked for more info, to watch a video, download a white paper or subscribe to a newsletter. Or, the person can move to the final conversion of buying, scheduling a tour or signing up.
The most effective landing pages are conversion rich pages that guide the target audience smoothly from the advertising (emails, AdWords, etc) to content that supports the message in the marketing. The graphic look, the offer and all associated titles and materials must appear to match the advertising that enticed them to the landing page.
The landing page is simply a focus point. An area where you are only concerned with getting a conversion, not with all the noise that is involved in designing your web home page. In other words, your landing page is a clear, call-to-action page.
And, because everyone who visits your landing page is at a different stage of the sales journey, you need different levels of engagement to make sure they convert and move to the next state. Developing a journey map and sales path will help your customers, members and patients navigate the next step of their journey.