Just about every business owner has heard the term ‘landing page’, and while most know that it is to do with digital marketing, they haven’t really got an understanding of what a landing page actually is. In this article, we will examine the landing page and its role in driving traffic to a website and converting visitors.
The Home Page
You company website home page is like the front of your store, it is the first thing a new visitor will see, and therefore, from the home page, you should be able to access any page on the site. This means that a user looking to buy a specific product will have to navigate from the home page in order to find that product, which is kind of a long-way round, and remember the goal is a sale. By creating a landing page for that product, when the user is directed to that landing page, they have everything they need to make a purchase. Of course, your home page is important, it’s like your main lobby where new site visitors arrive, yet when marketing a particular product, it is better to direct the potential customer to a page that enables placing an order.
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When a user is directed to the landing page, they give you some data, which usually comes in the form of personal information, and this data can be incorporated into site traffic analysis, and that helps your marketing. In the event you need to switch web hosts, here is an article about website migration, which gives you a basic understanding of what’s involved.
When you direct a user to your lading page, there are no distractions, as the page is designed to encourage the user to commit, and this is very effective, as it focuses the user on taking the next step, which could be ‘shop now’ or something similar.
The Call to Action
This is the very core of a landing page, the decision you want the user to make, and with professional application, CTAs are very powerful tools to force a user to commit. The majority of users that follow your CTA will result in conversion, so this is a critical step in the purchasing experience and without it, your marketing would fail.
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