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:
- 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.