All too often people click on a link in an email or on a PPC ad only to land on a web page that doesn't deliver what they were expecting. By creating and deploying a dedicated "landing pages" focused on specific subjects, you can create a visitor experience directly related to the link they've clicked.
The "greased chute" to conversions
Landing pages should include engagement features designed to persuade visitors to identify themselves, giving you permission to market to them over time.
Through our professional online marketing services, BetterMail offers "hosted landing pages" meaning that they can be built, deployed and duplicated quickly and easily without the need for your internal IT resources.
What's a Landing Page?
A landing page is the webpage you land on when you click on any link. It could be a within an email, on a pay-per-click ad in a search engine, or banner ad on a website. It's designed to provide information specifically related to the link you clicked on, and most often includes some type of call to action, such as a fill-in form or offer designed capture your name and email.
Why create a landing page?
A website has to be many things to many people - particularly the home page. By creating a landing page, you can send traffic to a page specifically related to the context of their click or search query, signaling to the visitor they've come to the right place. If it's a landing page for a pay per click ad, it's typically written to speak to the keywords searched to provide relevance for searcher and search engine. For email marketing, they can be used to provide more information or details on a specific offer such as a discount or incentive you're offering in your email message.
For B2B marketing, a landing page can be extremely useful in helping convert visitors into leads and ultimately sales by pushing them into the sales funnel. When set up correctly, it acts like a "greased chute" that engages a visitor the moment they land on the page, and then directs them exactly where you want them to go.
Why hosted landing pages?
With BetterMail you can create and manage landing pages using templates that give you a great deal of flexibility when it comes to deployment without having to turn to your IT department. This means you can quickly create new pages or change existing ones depending on how well they're performing. No more waiting for IT to get around to it - you or your marketing team can make changes in seconds. This also gives you the ability to quickly create a landing page or even micro site for special promotions or to go with every email marketing campaign. This offers multiple benefits for IT as well, particularly when it comes to helping them manage workload and priorities. It allows you to focus on marketing while they focus on the systems needed to keep your business running.
Improving PPC Performance
Here's another benefit of landing pages: if you're running PPC campaigns, you can increase your conversion rates significantly by creating landing pages designed to respond specifically to each ad you're running, instead of sending them to a home page or part of your website that's full of other content that only serves as a distraction.
As an example, a company running several campaigns in Google AdWords spends a lot of time carefully crafting hundreds of ads for their keyword groups - and then bidding on the keywords. Getting targeted traffic can be expensive, and is even costlier when the traffic doesn't convert because it's going to generic web pages. Campaigns converting at 2 or 3% often aren't profitable or sustainable. With targeted landing pages, you can increase conversions by providing content that's specific to what visitors are searching for. Another benefit? You'll get higher visibility and more traffic at a lower cost per click because it will also improve your Google Quality Score, which is partly determined by how relevant your landing page is to the ad you're running.
Want to learn more about landing pages or improving PPC performance?
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