A landing page is a standalone web page created for marketing or promotional campaign in digital marketing. It is when a user “lands” after clicking on a connection in an email or advertisement from Google, Bing, YouTube, Facebook, Instagram, Twitter, or other websites.
It has to meet the following criteria:
- It has a form that helps you to collect information from visitors in return for a preferred bid.
- The landing page’s prime aim is to turn guests into leads (a web page with a form on it does not count as a landing page because it serves other purposes as well).
Landing pages can be click-through pages that lead to another website, such as the e-commerce site, or they can be lead generation pages. In exchange for the submission of contact details, lead generation landing pages usually deliver products such as an eBook, free download, contest entry, or webinar registration. A successful landing page would accomplish its goal by persuading a prospective buyer that it is worthwhile to supply personal information for whatever you have to sell. Landing pages can be accessed through a general search or the company’s website, raising the chances that a new buyer will end up there.
By creating a landing page, you can optimize and enhance your visitor engagement, increasing your chances of conversion.
Many web developers recognize the importance of landing pages, but some are bloated with web graphics, which can harm the primary goal of a landing page: conversion. How? You may ask.
Web Graphics increase the size of a web page tremendously. This is especially true for high-quality images.
An excellent reason to keep page sizes down if possible is that you can’t always count on your visitors sitting behind outstanding, high-speed broadband Internet connections that make your lumpy site fly.
This would mean a potential customer walking away from your slow-to-load website when they were one step away from making a payment or leaving their information with you.
We at Popi recommend that your landing page have a specific focus and call to action. It should not distract the customer, nor should it take time to load. Once a customer arrives at your landing page, it should make the best case possible to generate sales or leads for you.