helicopter landing

Landing Page: Lead Generation or Click Through

  • The Home page is not the landing page.
  • Any page a visitor lands on is not the landing page.
  • The landing page is a free-standing page used for one of two purposes:
    1. Inbound Marketing – Lead Generation Landing Page or
    2. Outbound Sales – Click Through Landing Page

A Landing Page is designed with two primary goals:

  1. Prevent bounce or reduce exit rate
  2. Convert a marketing lead to a qualified sale

A visitor typically hits a site and leaves in 8 seconds if they don’t find what they are searching for. Some may stay longer, but the average initial land (bounce rate) is very short, usually 8-10 seconds.

8 Seconds or Bounce

If you have done your homework and put some time into effective layout and design, categories, pages, headers and footers, sidebar managed with an organized and effective theme, you may have averted the bounce. That first 8 seconds is paramount. Think of it as a bull or bucking bronco ride; you have to keep the reader for the full 8 seconds.

The next 15 seconds are ticking. The reader might not have found what they are looking for in pages or categories. Additional navigational help is essential. Keywords, Search Bar, and/or use of the More feature to reduce scrolling on the Home Page are key. Your visitor can hopefully make a few clicks and find what they are looking for in these last few seconds, or they are gone (exit rate 30 sec).

The purpose of the landing page is to reduce initial bounce and reduce exit rate, but primarily to create a lead or convert a sale. The landing page is a specific page designed with a form or call-to-action click through. The landing page is a specific independent marketing page designed to funnel visitors somewhere else for one of two purposes:

  1. Collect data from the user by use of a form to later serve as a sales lead or
  2. Convert a customer from an ad through the landing page to a sales checkout.

The type of landing page used depends on if you intend to collect leads or convert sales.

Lead Generation Landing Pages

  • Purpose: Used for Inbound Marketing
  • Page Element: FORM

Lead Generation (lead gen) landing pages use a form to capture data (email or address) that inbound marketing uses for follow-up sales. These forms must offer an incentive (carrot) in exchange for the data or the customer is not likely to comply. Form incentives usually include one of the following:

Incentives for Lead Generation

  1. Consulting advice
  2. Contest chance
  3. Coupon voucher
  4. Ebook/whitepaper
  5. Event registration or warranty
  6. Gift or prize
  7. Notification of future event

The form must be brief and not too personal, usually email or address only. Every page link that doesn’t represent the conversion goal is a distraction that will dilute the message and reduce the conversion rate. Landing pages should be A/B tested.

A/B testing, also known as “split testing,” is one of the most effective ways to make measurable (and scientific) improvements to your online presence. The practice takes two versions of a piece of content, like a landing page, and runs them simultaneously to equally sized audiences to see which page performs better. A/B tests are so relied upon in marketing because when performed properly, they give you concrete evidence on which changes can drive more conversions for your company, not just guesses based on hunches.
Hubspot – FAQs on A/B Testing

Click Through Landing Pages

  • Purpose: Used for Inbound Marketing
  • Page Element: FORM

Click Through landing pages are safe pages that the customer arrives at from an ad. Customers may require additional information prior to the point of sale (POS or checkout). Click Through landing pages use a call-to-action click through before guiding the customer on to a checkout. A short video option is 80% effective here (20 second infomercial) informing the customer and providing additional buying options. This is not the complete catalog, rather a limited range of options to avoid buyer confusion and back out. Taking a customer directly to a catalog or checkout produces poor conversion rates. Use of a click through landing page permits message match of the ad that brought the customer.The Click Through landing zone allows the customer to be informed while offering additional sales or services, then funneled by call-to-action click through to the shopping cart.

It is important that the offer be segmented. Segmentation means that a different landing zone must be optimized (message matched) for each ad. Ads are marketed to various audiences from various sources. A customer responding from Social Media, such as Tweet or Pay-Per-Click (PPC), may require different information than a customer that is referred or pre-qualified.

Originally published on MTREIDY Blog – republished here with the author’s permission

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