Landing Pages Why, When and How to use them
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Landing Pages
Why, When and How to use them
Why Landing Pages
Give the user what they want
Decrease Cost Per Conversion
Provide more from an email, social share, etc
When You Should Use Landing Pages
Always…
Support Promotions
Support Online Advertising
Provide Personal User Experience (PURL)
Drive Conversions
Capture Data
B to C
1.User searches for item
2.User sees the ad and clicks it
3.User lands on landing page
4.User purchases
B to B
1.User researches product or service
2.User sees advertisement or social action
3.Influencer downloads white paper, case study, etc
4.Influencer receives nurture campaign
5.Influencer convinces Decision Maker
6.Decision Maker makes a purchase decision
Segments
Typical Marketing Segments for B2B:•Decision Maker or Influencer•Company Size•Industry Status (industry leaders or newcomers)•Business Function (Data processing, design, accounting, human resources, etc)
Typical Marketing Segments for Consumers:•Potential (marketing to children or teens conditioning for the future)•Physical Characteristics-weight, height, etc)•Interests (cat vs dog lovers, sports, etc)•Education•Age•Gender•Demographics/culture/religion•Seasonal or Time related•Geography
Good Landing Pages
1.Clear Call to Action
2.Value Proposition
3.Vital Info above the fold
4.Link to more details (complete user flow)
Good Examples
Bad Examples
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