What is a landing page?

LANDING PAGE WHAT IS A LANDING PAGE? WHY IS IT IMPORTANT?

THURSDAY, 29 OCTOBER 2009

WHAT IS A LANDING PAGE?

A landing page, some times known as a lead capture page, is the page that appears when a potential customer clicks on an

advertisement or a search-engine result link.

WHAT IS A LANDING PAGE?

The page will usually display content that is a logical extension of the advertisement or link, and that is

optimised to feature specific keywords or phrases for indexing by

search engines.

WHAT ARE THE DIFFERENT LP?

•  There are two different types of landing pages: ─ Reference ─ Transactional

•  A reference landing page presents information that is relevant to the visitor.

•  A transactional landing page seeks to persuade a visitor to complete a transaction with the goal being the immediate or eventual sale of a product or service.

LANDING PAGE VS WEBSITE

Single page

Home page

Product details About us Subscribe Contact

us

Single page Single page Single page Single page Single pages

ACTION

WHY YOU SHOULD USE A LP?

•  Single minded communication

•  Creative testing inc messaging

•  Targeted communication & enhanced user experience

•  Emphasize call-to-action

•  Increase conversion rates

WHAT ARE THE RULES OF EFFECTIVE LP?

1. Well merchandised offer with hero benefit

2. No navigation, strong branding

3. Only one action - Apply, Download, Enquire

4. Make it as visual as possible, but simple

5. Multiple Click Points

WHAT IS AN EFFECTIVE LP LAYOUT?

WHAT ARE THE KEY TAKE OUTS?

•  Design: ─  The designs don’t have to be pretty, they just need to work

•  Functional: ─  There needs to be a lot of links ─  Minimal navigation

•  Content: ─  Relevant to how you got there (extend the offer)

WHERE & HOW TO USE LP?

MESSAGE 1 Save 15%, buy GIO car 

insurance online 

MESSAGE 2 Enter your postcode & 

save 15% online 

MESSAGE 3 Top 5 reasons for extensive cover 

(checklist) 

MESSAGE 4 Get a quick quote 

(dynamic banner) Onl

ine

mes

sage

CONTENT 1. Save 15% 

2. Breadth of cover 

CONTENT 1. Save 15% in postcode 2. Breadth of cover 

CONTENT 1. Breadth of cover  

2. Save 15% 

CONTENT 1. Save 15% (based on 

quote) 2. Breadth of cover La

ndin

g pa

ge

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

Ret

arge

ting

Quote information (postcode, car)

WHERE DO LANDING PAGES FIT?

Online Search OTM DM

eDM WOM ATL

Microsite Landing page

Website Ambassador

Website Register

eDM sign-up Call centre

Automated communications

DM eDM Call

Microsite (my area)

DM eDM Call

Microsite (my area)

Measurement & Optimisation

Attract Engage Transact Retain Grow

WHAT IS NEEDED TO BUILD A LP?

WHAT INFORMATION IS ON THE LP?

MESSAGE 1 Save 15%, buy GIO car 

insurance online 

MESSAGE 2 Enter your postcode & 

save 15% online 

MESSAGE 3 Top 5 reasons for extensive cover 

(checklist) 

MESSAGE 4 Get a quick quote 

(dynamic banner) Onl

ine

mes

sage

CONTENT 1. Save 15% 

2. Breadth of cover 

CONTENT 1. Save 15% in postcode 2. Breadth of cover 

CONTENT 1. Breadth of cover  

2. Save 15% 

CONTENT 1. Save 15% (based on 

quote) 2. Breadth of cover La

ndin

g pa

ge

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

VALUE MESSAGE/  OFFER 

Ret

arge

ting

Quote information (postcode, car)

WHAT IT TAKES TO BUILD A LP?

•  There are a few key elements: ─ Content

•  Primary message (offer specific) •  Secondary message (value/brand focus)

─ Look & feel •  Simple design that can turned into a template •  Clear areas for Call To Action buttons/areas

─ Build •  Ensure there are multiple links/buttons and actions •  Try to start application process on the landing page •  Make sure analytics are included

HOW DOES THAT TRANSLATE?

Define Design Develop Deploy Diagnose

What are the objectives? What do you need to be communicating?

What is the template look & feel? What elements need to be updated?

What is the best way to build this quickly & ensure it is updated easily? What analytics code is included?

Where will the landing pages live?

What are the results? What CTA is working best? What landing page is getting the best results?

WHAT DOES IT COST?

•  As an approximate, if you had $10,000 you could get 5 pages: ─ 1 x template ─ 4 x designs

•  BUT, that wouldn’t cover reporting & reporting is important so make an allowance of between $2,000 - $4,000.

A QUICK SUMMARY

A QUICK SUMMARY

•  Landing pages can be used for every campaign

•  Landing pages work best with Search Engine Marketing & online advertising

•  Landing pages are important when you want to provide a single minded message & great for increasing campaign effectiveness

•  Landing pages are templated so they are easy to develop & cost effective

QUESTIONS

NEXT WEEK

•  Next week won’t be happening, BUT 12th November is back on

•  TOPIC: Social marketing, why clients love it?

THANK YOU