What is a Landing Page?
A Landing Page is the term used to describe the web page that people go to when they click on an online ad or some other link to a web site such as a link in an email. It is often the home page of a website but in many cases it makes sense to deliver people directly to a page that is more relevant both to the search they did and the wording of the ad, they clicked.
For example, if you sell a range of PC projectors and you are advertising on AdWords using a specific product name as a keyword, you will usually get better results if your landing page is about that specific product rather than about your complete product range. This is because you are providing the searcher with the information they wanted which tend to keep your bounce rate low. A low bounce rate is generally associated with a strongly performing web page.
Landing pages are usually the best pages to test on your website in order to increase conversions and there are various systems available that let you try out different versions of a landing page to find out which one works best. This process is known as landing page optimization and it can be absolutely critical to your online profitability. In many cases testing and adjusting the content of landing pages can increase conversion rates by over 300%.
Fairly straightforward technology can make landing pages dynamic so that they are tailored to each person visiting it. For example, you can set up AdWords ads so that visitors to a website from AdWords see one telephone contact number whereas other visitors see another. By recording the number and value of enquiries you get from the AdWords telephone number you can get a better measure of the value of advertising on Google than you would be asking visitors how they found you.
An extension of creating dynamic landing pages is to use links to them that include code to personalise them. For example, you might create a landing page that looked like a letter but set it up so that instead of the ubiquitous phrase “Dear Friend” at the start, it said “Dear Joe” or whoever. To do this you would need to run a simple script on your web server that generated the landing page HTML and substituted the word “Friend” with some data attached to the referencing URL.