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What is a landing page and how do we optimise it?

Maybe you are thinking, “Isn’t a landing page just another name for a web page?”

Oftentimes people use the terminology ” landing page” and it could virtually mean any page that someone lands on within a website.

With the growth of the internet and all of its marketable sectors, industry professionals use the word “landing page” to identify pages created in order to support an advertising campaign.

Support conversion to sale by reiterating the messaging and features in the ad

You see when you have an ad campaign like Google, you could have a multitude of different ads that are being shown to potential customers. These ads may feature any number of products, company offers and variations. For each ad a potential buyer clicks on there would have been messaging that they responded to. A landing page is crafted to reiterate all the selling points that they responded to when they clicked on your ad. This has been shown to increase the potential for conversion to sale.

Landing pages are not found in the main navigation, they are optimised pages created for ads.

Landing pages created for an ad, will not be found in the main navigation of a website. A landing page has a very specific call to action within that improves the conversion to sale.

Some ad campaigns get launched without landing pages. Companies send the traffic straight to their homepage or product pages. This might work for them in the broader sense but it has been found, the more you customise and meet the niche, the easier and faster the sale, because it is so very specific .

No fussing around, it gets the job done.

The landing page is highly strategic in that it gets visitors to enter the sales funnel rather quickly. All the usual bells and whistles, distracting posts and unrelated information are removed . What the user is left with is a list of strong features and benefits, highly persuasive copy and the option to buy or sign up. There’s no clicking around to other areas. The sale is ready to be confirmed.

Landing Pages can be A/B Tested

Through tracking, ab testing and floating variations, the website owners analytics metrics highlight what works best on the landing page. Sometimes just changing the layout or the imagery results in dramatic improvements to sales.

It’s a smart choice when you are spending money to advertise to get it right from the start. Get your ads converting quickly, improve return on ad spend with just a little preplanning. Next time you are about to launch an ad campaign, consider getting a landing page created so that you gain the best benefit from your advertising dollar. If you can also afford to get a little design help, this would enhance the visual appeal of the page.

I want a landing page for my ad campaign!
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