What is a landing page
A landing page is the page within a website which is meant to receive your visitor directly and entices him to do something further. Thus it acts like a door which receives a visitor, informs, attracts and persuades him to perform an the activity and at the same time helps the business achieve its goal(s).
Landing page has several definitions depending upon objective they meet. For example, hubspot defines landing pages as “ these pages have forms on them and are designed purely to capture a visitor's information”.
Wikipedia describes landing page as: A single web page that appears in response to clicking on a link lying outside our website, a search result or an online advertisement. The landing page usually continues the sales message that was advertised and which had captured the user’s interest.
And there are more variations of this definition but generally speaking, it is a page which is meant to take a lead in propagating the message once a visitor arrives to it. It is usually the second “node” in the “objective life cycle” where first node is either another website, a search-engine result or an advertisement which has grabbed the attention of a random visitor and has brought him to our website on the landing page. Since first node is mostly outside our controllable website, the most emphasis of optimization resides on this “second node” or the “landing page”.
How to optimize a landing page?
Factors which contribute to the landing pages
Before we may think about optimizing, there are few pre-requisites which must be in place before “optimizing process” begins.
A page which we want to optimize must have
- SMART objectives
- well understood user needs
- persuasive architecture
- our ability to analyze and evaluate conversion rate of the page.
What do we call conversion?
Conversion means accomplishment of a predefined visitor specific business goal. In simplest form, we will consider that conversion has happened if a visitor has landed on a page, learned about a product and ended up making a purchase. Thus a visit has been converted into business.
However conversion doesn’t always mean a purchase and is considered to happen when a visitor successfully achieves smaller and sometimes non-economic goals; like visitor subscribing to a newsletter, or liking or sharing a link over social media, downloading a document or even more subtle business goals like spending x minutes on the site, browsing y number of pages or returning to website within specified time duration.
Forms of Conversions
- Macro Conversions
- Micro Conversions
Percentage of visitors who landed and accomplished desired objectives. Conversion is measured by conversion / number of unique visitors.
Conversion rate also varies from industry to industry and business to business within the same industry. Also various segments of the visitors produce various conversion rates. visitors who are looking for some specific information may only visit to get their required bit of info without converting straight-away but a returning visitor will have cleared perspective about website’s product/services than the first time visitor and hence returning segment of visitors will produce better conversion rate than that of first time visitors.
How Conversion Happens
Conversion in most cases is a multi-stage process and each step has its own dynamics. Generally speaking, a conversion has following three stages.
Collecting visitors from social media, search-gines and other websites.
Bringing visitors to the landing pages and educating, guiding and leading them to achieve expected goal
Keeping the visitors as customers and from customers to long term clients. This is done using keeping a “contact loop” alive by using emails, newsletters, special offers, discount vouchers etc.