What exactly are Landing Pages?
Websites, a prospect ends up on when clicking on an ad medium are called “Landing Pages”. Landing pages help finishing the work the ad medium started – to arouse the attention of the prospect and to offer additional information for making the final action decision: a registration or a purchase. It’s important to create the essential surroundings, because the interested party has to be convinced and lead through to the essential information.
Success of an Ad Measure
The creation of effective ad media (e.g. banner), texts and e-mails is only a simple part of tracking successful advertising. The success of the measure depends on what exactly the prospect or visitor is looking for on the target page. Question to be asked: what kind of an action is happening there? Is it a purchase, an order, a booking or a reservation or an actual enrolment? The landing page offers an answer to that question.
Conversion is happening on the Landing Page
By the time a purchase is made or other actions as described above happen, a conversion is made. A conversion is the transformation of interest into a value-added action. The chance of conversion depends on the content, structure and design of the certain website the prospect is send to after clicking on a banner or a search engine ad.
Can a company's website be a good Landing Page?
Many advertisers create direct links from the ad medium to the companies’ web appearance, the corresponding product page there or directly into the shop. This should be critically discussed concerning to the chances for success.
- A homepage usually offers various navigation possibilities. It’s totally up to the prospect to decide weather it reacts to the offer or just browses the site doing nothing. Often users are lost, because of an overwhelming number of information and no actual orientation.
- The link to a certain product page within the companies’ website doesn’t make a huge difference than linking to the homepage. The prospect (hopefully) enters the concrete product page where the product or service is described, but still the distracting navigation points exist. There are multiple ways to get lost on the track and usually there’s only a quiet hint to the purchase.
- Linking to the particular product or service part within the shop is another alternative often applied. Disadvantages of this measure are missing possibilities of providing information and the huge amount of options in the navigation process which can be distracting from the actual purchase.
Recommendation: Landing Page
It’s a fact – we recommend Landing Pages. Deliberations from behavioural psychology play a leading role as well as the consistent and effective detection and analyse of certain measures. On the one hand Landing pages offer more space for configuring the preparation and controlling of the decision-making process of the prospect. On the other hand, movements and actions of the prospect can be captured more consistently and more specialised than on a normal web appearance.
