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
Home
Single page
Single
Single
page
Single
page
Single
page
Single
page Product Contact
page About us Subscribe
pages details us
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 3
message
MESSAGE 1 MESSAGE 2 MESSAGE 4
Online
Enter your postcode & Top 5 reasons for Get a quick quote
Save 15%, buy GIO car
save 15% online extensive cover
insurance online (dynamic banner)
(checklist)
Landing page
CONTENT
CONTENT CONTENT CONTENT
1. Save 15% (based on
1. Save 15% 1. Save 15% in postcode 1. Breadth of cover
quote)
2. Breadth of cover
2. Breadth of cover
2. Save 15%
2. Breadth of cover
Quote information
(postcode, car)
Retargeting
VALUE MESSAGE/
VALUE MESSAGE/
VALUE MESSAGE/
VALUE MESSAGE/
OFFER OFFER OFFER OFFER

WHERE DO LANDING PAGES FIT?
Attract Engage Transact Retain Grow
Online Microsite Website DM DM
Search Landing page Register eDM eDM
OTM Website eDM sign-up Call Call
DM Ambassador Call centre
eDM
WOM Automated Microsite Microsite
ATL communications (my area) (my area)
Measurement & Optimisation

WHAT IS NEEDED TO
BUILD A LP?

WHAT INFORMATION IS ON THE LP?
MESSAGE 3
message
MESSAGE 1 MESSAGE 2 MESSAGE 4
Online
Enter your postcode & Top 5 reasons for Get a quick quote
Save 15%, buy GIO car
save 15% online extensive cover
insurance online (dynamic banner)
(checklist)
Landing page
CONTENT
CONTENT CONTENT CONTENT
1. Save 15% (based on
1. Save 15% 1. Save 15% in postcode 1. Breadth of cover
quote)
2. Breadth of cover
2. Breadth of cover
2. Save 15%
2. Breadth of cover
Quote information
(postcode, car)
Retargeting
VALUE MESSAGE/
VALUE MESSAGE/
VALUE MESSAGE/
VALUE MESSAGE/
OFFER OFFER OFFER OFFER

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 What is the What is the best Where will the What are the
objectives? template look & way to build this landing pages results?
What do you feel? quickly & ensure live? What CTA is
need to be What elements it is updated working best?
communicating? need to be easily? What landing
updated? What analytics page is getting
code is included? 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