In online marketing, the landing page , sometimes known as " capture page " or " lander ", or " Destination page ", is a web page that appears in response to click on search results of an optimized search engine or online advertisement. The landing page will usually show a directional sales copy that is a logical extension of the ad, search result or link. A landing page is used to generate leads. The action a visitor takes on a landing page is what determines the advertiser's conversion rate.
Landing pages are often associated with social media, e-mail campaigns or search engine marketing campaigns to improve the effectiveness of advertising. The general goal of landing pages is to convert site visitors into sales or leads. If the goal is to get directions, the landing page will include some methods for visitors to make contact with the company, usually a phone number, or a question form. If a sale is required, the landing page will usually have a link for visitors to click on, which will then send it to the shopping cart or payment area. By analyzing the activity generated by linked URLs, marketers can use clickthrough rates and conversion rates to determine the success of your ads.
Video Landing page
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There are two types of landing pages: references and transactional .
References
Reference page references present information relevant to the visitor. It can display text, images, dynamic compilations of relevant links, or other elements.
Transactional
The goal of a transactional transaction page is to persuade visitors to take action by completing a transaction. This is done by providing the required form. Visitor information was obtained to add the visitor's email address to the mailing list as a prospect. Email campaigns can then be developed based on responses to transactional landing pages. The goal is to capture as much information about visitors as possible. The main goal is to turn visitors into customers. Origin
The landing page came from Microsoft's IT department in late 2003 in response to a bad online Office sale. The process is tedious and time consuming. As a result, in 2009, several startups, including Unbounce, were formed to simplify and streamline processes. The advent of cloud computing and e-commerce around 2009 provides ideal conditions for this startup to flourish. Since then customer requirements have changed, requesting integration with other solutions such as email marketing, lead maintenance, and customer relationship management systems.
General format
Landing pages often contain clear, action-oriented headlines. A good landing page explains product offerings in a clear way and places a visual emphasis on the value of the product or service served.
Marketing specialists recommend websites to remove navigation menus and restrict internal and external links on the page. The length of the form reflects the value of the offer. They can also include relevant images, animations, or short videos. These pages also tend to contain small icons (eg Facebook, or Twitter) to facilitate sharing of social media.
Maps Landing page
Landing page optimization
Landing page optimization (LPO) is one part of a broader Internet marketing process called conversion optimization, or conversion rate optimization (CRO), with the aim of increasing the percentage of visitors to a website that leads to sales and customer. A landing page is a web page that is displayed when a potential customer clicks on an ad or link a search engine result. This webpage usually displays content that is a relevant extension of the ad or link. LPO aims to provide page content and views that make web pages more appealing to target audiences.
There are three main types of LPOs based on targeting:
- Associative content targeting (also called rule-based optimization or passive targeting ). Page content is modified based on information gleaned about visitor search criteria, geographic information from source traffic, or other known common parameters that can be used for explicit non-research consumer segmentation.
- Predictive content targeting (also called active targeting ). Page content is customized by linking known information about the visitor (for example, past purchase behavior, personal demographic information, search patterns etc.) to anticipate desired future action based on predictive analysis.
- Targeted consumer targeting (also called social targeting ). Page content is generated using the relevance of publicly available information through mechanisms based on reviews, ratings, tagging, references, etc.
There are two main types of LPOs based on experimentation:
- Closed experiments . Consumers are confronted with some landing page variations, changing elements such as title, format and layout while their behavior is observed in an attempt to eliminate interference that will keep you away from the page, including the main navigation. At the end of the experiment, the optimal page is selected based on the experimental results.
- Open experiments . This approach is similar to closed experiments except that more variation will be added for testing and the experiment will not stop when the winner is found. This method is used by large companies to dynamically improve conversion rates and improve the user experience. Landing pages can also be dynamically adjusted as experiment results change to further improve the user experience.
By Experiment
Experimental-based LPOs can be achieved using A/B, multivariate LPO testing, and total experience testing. This methodology applies to both closed and open experiments.
A/B Test
A/B testing, or A/B split testing , is a method for testing two web page versions: the "A" and "B" versions. The goal is to test multiple versions of a webpage (such as a home page vs. a product page) or one specific element that changes between variation A and variation B (like having a lead form on the left side or putting it to the right of the hand side), FAQ to determine which version is the most interesting/effective. This test method can also be known as a separate test A/B/n ; n that shows more than 2 tests that are measured and compared. Data for A/B testing is typically measured through clickthrough rates or alternative conversion tracking methods.
Testing can be done sequentially or parallel. In sequential tests, often the easiest to implement, different versions of webpages are available online for a certain period of time. In parallel testing (split), both versions are available, and traffic is shared between the two. The results of separate sequential testing can be affected by different time periods and traffic patterns where different tests are run.
A/B Testing has the following advantages:
- Cheap because existing resources and tools are used.
- Simple because no complex statistical analysis is required.
A/B testing has the following disadvantages:
- It's difficult to control all external factors (e.g., campaigns, search traffic, press releases, seasonal) when using consecutive testing.
- Very limited in reliable conclusions that can not be drawn to pages that contain several elements that vary in each version.
Multivariate testing
Multivariate landing page optimization (MVLPO) contributes to a variety of visual elements (eg, graphics, text) on the page. For example, certain pages may have the k option for the title, the m option for the featured image or image, and n option for the logo company. This example yields kÃÆ' â € "mÃÆ' â €" n the configuration of the landing page.
Significant improvements can be seen through different copy text tests, form layouts, landing page images and background colors. However, not all elements result in the same conversion improvement, and by looking at the results of various tests, it is possible to identify elements that consistently tend to result in the greatest increase in conversions.
The first application of the experimental design for MVLPO was performed by Moskowitz Jacobs Inc. in 1998 as a simulation/demonstration project for Lego. MVLPO did not become mainstream approach until 2003 or 2004.
MVLPO has the following advantages:
- Provides a reliable, scientific-based approach to understanding customer preferences and optimizing their experience.
- It has evolved into a convenient approach where not much IT engagement is required. In many cases, multiple JavaScript lines allow remote vendor servers to control changes, collect data, and analyze results.
- Provide the foundation for open experiments.
MVLPO has the following disadvantages:
- As with quantitative consumer research, there is a danger of GIGO (garbage entry, garbage out). Ideas that come from known customer contacts or strategic business objectives are necessary to obtain optimal results.
- Focuses on optimizing one page at a time. The website experience for most sites involves many pages, which is usually tricky. For e-commerce websites, usually successful purchases involve between twelve and eighteen pages; for the support site, more pages are required.
Total experience test
The total experience test, or experiential testing , is a type of experiment-based testing in which the entire visitor's website experience is checked using the technical capabilities of the website platform (for example, ATG, Blue Martini Software, etc.). Instead of creating multiple websites, total experience testing uses the website platform to create some continuous experience, and monitor which ones are preferred by customers.
The advantage of total experience testing is that it reflects the total experience of the customer's website, not just the one-page experience. The two disadvantages are that total experience testing requires a website platform that supports experience testing, and it takes longer to get results than A/B and MVLPO testing.
Message matching
Message Matching is an idea to match pre-click messages to post-click messages on landing pages. The purpose of message matching is to create a landing page that directs individuals to a page on the product or subject they expect.
This can be done by displaying a statement to visitors using the same keywords and the exact image on the landing page found in the ad they clicked on.
Messages on the page reinforce the reason for their clicks, reduce or eliminate confusion and hence increase conversion rates. This improves the overall user experience and decreases the bounce rate (the person leaving the site without changing or navigating to other parts of the site) for the page. Good message matching can increase conversions by up to 50% in most cases.
Matching design
Design Suitable take design on display ads and repeat it on landing page. Making sure the look, feel, and sentiment are the same to smooth the transition between clicking ads and completing a conversion.
See also
- Conversion path
- Home
- Landing page optimization
- Multivariate testing in marketing
- Multivariate landing page optimization
- Online marketing
- Pay per click
- Search engine marketing
- Social media optimization
References
Source of the article : Wikipedia
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