Let us take this example, say it has suddenly started raining and you need an umbrella. You enter the nearest supermarket searching for an umbrella. Unfortunately, you end up walking around the whole store looking for an umbrella. Finally, you ask an employee who guides you to the rack where you can get the umbrellas. But by this time, the rain outside has actually stopped, so you just leave in frustration without buying anything.
Did the Supermarket have what you were looking for? Yes. But you couldn’t find it when it was needed, so it didn’t matter if they had the product or not.
The same thing happens to your online customers. People click on your pay-per-click (PPC) ads because they think that your product can solve their problem or meet their requirements.
However, if on clicking they reach a generic page which doesn’t address their problem or requirement, they’ll leave. Even if you’ve got the best solution for them, people don’t have the time or patience to go through your whole website to figure that out.
In contrast, what if an active floor manager at the supermarket had seen the rain and placed an umbrella stand at the front of the store or put up signboards to direct towards the umbrella rack, to capitalize on an obvious customer need? Would you have bought an umbrella then? Almost certainly you would have taken it!
This is what a landing page does, a good landing page is designed to address the problem that brought your users to your website in the first place.
What is a Landing Page?
In digital marketing, a landing page is a standalone web page, designed precisely for the purposes for a new marketing or advertising campaign. It is the page where a visitor “lands” when they click on Google AdWords ad or similar banner. The simplicity of the page is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns.
Why should you use a Landing page?
The simplest answer is because they help increase your conversion rates.
The main reason for these high conversion rates is that the targeted promotion or product specific landing pages concentrate on a single objective which matches the intent of the ad that the visitors clicked to reach your page.
If you consider the example of trying to send the online traffic to your homepage vis-à-vis a landing page, you will understand that your homepage has been designed with a more general purpose in mind. It speaks more about your overall brand and corporate values and is usually loaded with links and navigation to other areas of your website.
Every link on your page which doesn’t signify your conversion goal and which doesn’t cater to the visitors need, will dilute your promotional message whereby reducing your conversion rate.
Whether it’s a supermarket or your website, people will buy when you make it easy for them to buy. For a supermarket, its difficult way to predict what every customer will want or is looking for. However for online advertisers, it’s a very different story.
With all of the control that PPC gives you over your online traffic, there’s no reason why you should not create a landing page for every advertising campaign. Surely, it takes some extra effort and additional cost, but if your paid traffic is not reaching a relevant landing page, your campaign is wasting your time and money.
By the way, if you’d like some advice on your marketing campaigns and help you come up with a good landing page strategy, let us know! We would be really happy to help.
Velocity Consultancy can help you create an effective landing page at a most affordable price. Do visit us on www.velocityconsultancy.com