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What is a «landing page»?

  •  Михаил
  •  5 мая, 2016
  •  299

Landing page — a page that you direct users to using managed traffic sources.

In Russia, the understanding of this term is very distorted, and it can often be confused with a landing page:

  • The target page
  • Entry page
  • Single-page site

A «target page» is, for example, a successful payment page — that is, a page where the «goal» was reached.

Entry page is the first page that a user of your site gets to during a session. And the Login Page can be either a landing page, if you directed traffic there, or just a login page, if users clicked on it not as part of some advertising activity, but simply from bookmarks or organic search.

A single-page site is something that has been actively replacing the concept of a landing page lately, but in most cases it is not the same thing.

So what makes a landing page a «landing page»? It’s quite simple — if you manage the traffic that visits this page, then you are using it as a landing page.

Types of landing pages

What pages can be landing pages? Let me give you some examples:

Home page

It can be a landing page if the user needs to provide general information about your campaign or type of activity.

Example:

  • You put up outdoor advertising around the city where you specify the domain of your site — the main page of the site will be a landing page

Section Page

It can be a landing page if the user’s interest is clear but specific.

Example:

  • You buy contextual \ display\targeted advertising for your hotel booking service and specify in the ad\banner\teaser a link leading to the site’s sections divided by country — here the landing page will be the catalog section

Product Card

It can be a landing page if the user’s interest is clearly defined.

Example:

  • You make an email newsletter and tell customers about the arrival of a new product — the product page will be the landing page
  • You buy contextual advertising for specific models of household appliances and specify a link leading to a specific product — the product page will be the landing page

Order form

It can be a landing page if the user does not need to first familiarize themselves with your USP.

Example:

  • You launch a retargeting campaign and return to your site those who haven’t finished placing an order.In this case, the landing page will be the shopping cart.
  • You provide services, such as taxi driving or car evacuation — In this case, the landing page can be an order form.

General recommendations

Because the user’s visit to the landing page is a consequence of the offer that you made to them (banner, ad, email, etc.).

With this in mind, you should structure the page so that it is:

  1. Met the user’s expectations
  2. Motivated the user to perform the target action
  3. It didn’t contain any elements that could reduce the conversion rate

If you have such an opportunity, don’t stop at one version of the landing page template, but test its effectiveness.

Метки
  • Advertising activity
  • Bookmarks
  • Campaign
  • Catalog section
  • Conversion rate
  • Email newsletter
  • Entry page
  • Goal
  • Home page
  • landing page
  • Login page
  • Order form
  • Organic search
  • Product Card
  • Section Page
  • Single-page site
  • Target page
  • traffic
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