A digital Landing Page is a web property that guides users to perform a specific action. This action is typically some combination of generating a phone call, filling out a form, downloading an e-book or whitepaper, registering for an event, or completing a transaction.
Successful Landing Pages include a thoughtful user experience that informs the design of the page, and the page is dedicated to satisfying the goal of your campaign.
In order to create a successful landing page, you must define the goal of the page. The goal could be to sell product, generate a lead, or to build an email list. Whatever the goal, it must be clearly defined in order to reverse engineer the buying process.
Once the goal is identified, the next step is to create a user experience that guides users to complete that goal – and it’s an ongoing process. What works today may not work tomorrow, so it’s important to continually test the effectiveness of your landing page design. This can be accomplished through A/B Testing, and it’s a great way to ensure your business decisions are guided by data rather than intuition, especially when engaging in cost-per-action strategies like Pay-Per-Click.
But before you can test the effectiveness of your landing page, you need a sufficient amount of traffic to provide a legitimate sample size. So it’s important to have a marketing strategy that will drive users to your page. That’s why a successful landing page is part of a broader strategy that includes platform selection, strategic messaging, and proper targeting.
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You can spend millions of dollars on digital marketing, but if you drive users to a sub-par landing environment it’s a waste of money.
The quality of a landing page determines whether or not the campaign is a success, and whether you reach your goals.