When a visitor first lands on your website, the page they hit is technically a landing page. But in the world of interactive marketing, “landing page” refers to a page that is designed specifically for one campaign that is separate from the rest of your website.
Landing pages work so well because you can target your page to speak to one specific audience and lead them to complete one specific action on your site. By maintaining a consistent message from the moment you piqued someone’s interest to visit your site throughout the remainder of their experience, you are much more likely to captivate your audience, give them what they are looking for and ultimately gain a conversion.
You can also use a landing page to test new initiatives without having to reorganize your entire website or worry about the impact on your overall brand and strategy. You can offer a new promotion or discount, gauge interest in a new service or product, test a new tone or style of messaging – all to a limited audience, rather than your entire customer base.
Landing Pages in action
While King Green is well known in the Southeast for their lawn care services, they also offer pest control, tree care and many other services. Their website includes information on these services but the site is designed around their lawn care services which are the majority of their business. To support their additional offerings, King Green runs pay per click advertising during key times of the year.
When someone searched for pest control services and clicked on the King Green ad they saw information about pest control services but on a site that was clearly geared towards a lawn service company. Red Clay created specific landing pages for their additional services that are consistent with the ad that the visitor clicked, present a specific offer for the service they are interested in, and quickly usher them to a free estimate.
To gauge the effectiveness of these landing pages we looked at the number of site visitors who requested a free estimate. We filtered out any visitors who were already aware of King Green (e.g. someone who searched “King Green pest control”), so we could get a true measure of those who were interested in their services but were not predisposed to a particular provider. The results were immediate; those who first hit one of the landing pages were four times more likely to contact King Green!
According to Forrester average website conversion rates hover at 3%, so even a small increase in this number could make a big impact on your bottom line. Imagine you ran a pay per click campaign that sent 10,000 people to your website. At a 3% conversion rate, 300 of those visitors converted. What if you doubled your conversion rate to 6%? You still spent the same amount of money on the pay per click ads but now you have 600 new customers.
Stay tuned for Part 2: How to use Landing Pages