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:
It can be a landing page if the user needs to provide general information about your campaign or type of activity.
- 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
It can be a landing page if the user’s interest is clear but specific.
- 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
It can be a landing page if the user’s interest is clearly defined.
- 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
It can be a landing page if the user does not need to first familiarize themselves with your USP.
- 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.
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:
- Met the user’s expectations
- Motivated the user to perform the target action
- 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.