What is a landing page?
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What is a landing page?

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A simple overview of a landing page. This details the benefits, the rules and examples of where it could be used.

A simple overview of a landing page. This details the benefits, the rules and examples of where it could be used.

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  • 1. LANDING PAGE WHAT IS A LANDING PAGE? WHY IS IT IMPORTANT? THURSDAY, 29 OCTOBER 2009
  • 2. 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.
  • 3. 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.
  • 4. 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. WHAT IS AN EFFECTIVE LP LAYOUT?
  • 9. 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)
  • 10. 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 
  • 11. 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
  • 12. WHAT IS NEEDED TO BUILD A LP?
  • 13. 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 
  • 14. 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
  • 15. 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?
  • 16. 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.
  • 17. A QUICK SUMMARY
  • 18. 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
  • 19. QUESTIONS
  • 20. NEXT WEEK •  Next week won’t be happening, BUT 12th November is back on •  TOPIC: Social marketing, why clients love it?
  • 21. THANK YOU