Landing page
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In online marketing, a landing page (sometimes called a jump page or splash page) is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines.
A landing page will often be customized in PPC campaigns, as a way to both monitor the effectiveness of paid ads as well as a way to supply copy, images, or other content that is specifically targeted to the advertisement. By adding parameters to the linking URL, marketers can compare ad effectiveness based on relative click-through rates.
There are two types of landing pages, reference and transactional[1]. A Reference landing page seeks to communicate information that is relevant to the visitor. These pages can include reference texts as well as dynamic compilations of relevant links or other online elements. A Transactional landing page seeks to persuade a visitor to complete a transactional activity. These activities include sale of a product, service, or content, submission of information through a form or other interface, interaction with advertisements on the landing page, or any other form of measurable action desirable to the advertiser.
Reference landing pages are considered effective to the degree that they fulfill the objectives of the publisher, which may include content engagement in the case of associations, organizations or public service entities. For many reference landing pages, their effectiveness can be measured by the revenue value of advertising that is displayed on them.
The desired action in a Transactional landing page is often referred to as a "conversion". The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions. Since the economics of many online marketing programs are completely determined by the CR, it is critical to continually test alternatives and improvements to landing pages.
[edit] Landing Page Optimization
It has been demonstrated that visitors to a given landing page are sensitive to changes in discrete elements on that page. Through a deliberate design process, it is possible to optimize conversion rate, engagement, or other response metrics by manipulating elements using structured testing or algorithmic approaches[2].
[edit] Landing Pages and Search Engine Optimisation (SEO)
Very focused, content rich and well written pages within a site may rank well in the search results for a given keyword. This can occur with product reviews for popular products or research about specific topic areas. These pages are the first page encountered by a searcher who clicks through from the search results and are therefore a type of landing page.
[edit] References
- ^ Landing Page Optimization written by Jonathan Mendez, August 17 2006, OptimizeAndProphesize.com
- ^ Landing Page Optimization Techniques written by Matthew Roche, December 20 2005, LandingPageOptimization.com
