A landing page, simply put, is the first page visitors see when they arrive on your site. You can create different landing pages for each marketing campaign you are building and the landing pages help you guide customers in the direction you want them to go.
An ideal landing page would be one that explains your product to the reader in a clear and concise manner, requires a reader response (preferably in the form of a product purchase) and leaves the reader feeling comfortable about the purchase. You will want to avoid any lengthy navigation on your landing page. You should focus on the customer either completing a sale or visiting your homepage.
You could just route people to the main page of their website, however, that is like dropping them off on the side of the highway and not telling them where to go. A landing page is more of a step-by-step guide to converting prospects to customers. It explains your product and offers an easy way to purchase it.
Don't put too many links on the landing page as this may become confusing for customers and you could lose them before they finish reading your copy. All links should be presented at the end of the copy when your potential customers have a full understanding of what you are offering them.
Having a different landing page for each campaign will make it much easier to track the response from your marketing because you can tell which page is getting more hits and also which page has better conversion rates. If you sell multiple products through one site, you can create a different landing page for each product and promote them individually so that you can focus your sales more effectively.
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