Buzzwords in Marketing Automation: Landing Page

Landing Pages: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

What is a landing page?

As it relates to marketing automation, a landing page is a web page that has two functions: to convert a lead and to serve up information. So we should start there. Converting a lead means to take a prospect (or “lead”) and convert them into a contact or an opportunity.

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. – Search Engine Land

The way a landing page converts a lead is usually by a form. It is typically reached through clicking a link or advertisement. It is a key component of any marketing campaign, and exists as a way to measure campaign traffic.

The most valuable thing you can get from a landing page is a person’s email address. In exchange for that, you can offer all sorts of things like:

  • Coupons
  • Downloadable content
  • Free trials
  • Access to a cool video

What should it look like?

A landing page should be uncluttered. Visitors typically only spend about 5 seconds interpreting what is needed from these types of pages. The call to action should be clear. For example, “Submit your name and email address for a 50% off coupon!”

If within 3 seconds, the visitor can’t assimilate how the page will benefit them in any way then they won’t stay. – True Conversion

It’s common for landing pages to exist on their own, without navigation to the main website or menu. The page should look like it is a part of your website (same color scheme, logo, etc), but only have one option: to collect the visitor’s information.

With the right software, you can build trackable landing pages into your marketing campaigns in no time.


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