What are landing pages. How can landing pages improve my website's traffic?

Friday, 20 August 2010 13:31

Creating landing pages is a great promotional technique.

18 May 2012 - 18/05/2012

Online presence of each and every business has made it compulsory for marketers to perform promotional activities online as well. Nowadays, more and more marketing tools and techniques are being used by the marketers to promote their businesses online. These all activities are categorized as “Website Marketing” or “Internet Marketing”. These promotional activities are performed by marketers in order to support overall Integrated Marketing Communication (IMC) Program i.e. overall promotional campaign of the business.

Providing all the relevant information about your business and offerings on your official website is not enough. Doing so does not guarantees that existing or potential customers of yours will get awareness about your website, offerings, new products etc. Some additional activities are needed to be performed to create maximum awareness about your overall business and offerings. So, that is why marketers have been engaged into various activities to enhance public awareness about your business as well as to create maximum customer traffic on your site. They make use of social websites, blogs, discussion forums, ads placed on different websites, such websites where there the possibility is higher that your targeted customers are more likely to have visit.

Placement of ads on other different sites is very important decision and must be taken carefully. This is because, such websites, which are highly visited by people all over the world, allows business to place an ad at their home pages or other liked pages. These websites use to charge heavy amounts in order to allow these businesses to place their ad over there. Most commonly used mechanism is Pay per Click (PPC) used by many highly ranked websites like Google, Yahoo, MSN, Face Book, Twitter etc.

When an ad is placed on other websites, marketers needs to ensure that they attract their potential and current customers. Ads should be eye catchy, relevant and action oriented. Usually ads are placed to attract new customers, to increase traffic on their official website, or to influence customers to take the purchase action. Once the customer gets attracted towards your ad, he is more inclined to click on that ad. As the customer clicks on the ad, a new web page appears on the screen, or that click might lead that customer to the home page /relevant page of your official website. The web page that appears when customer clicks on the ad, is known as “Landing Page”. This is the modern term used by marketers. Some marketers use to say that only those pages are landing pages which allows customer to take a purchase action. And some other thinks that all the pages that appears on the screen are called landing pages either it is home page of your website or other indexes, contents etc.
Thus, Landing pages are more specific kind of pages, containing more specific and brief information about a single item, product etc.

If landing pages are designed and developed very carefully, according to the expectations of the customers, then they are more likely to take the action you are aiming at. These pages should contain all the relevant information about the message, the ad is supposed to deliver to its customers. Images can also be added in landing pages to attract customers. These ads should be developed on the basis of AIDA model. If the contents are clearer to the customers, call to action is made on convenient basis, customers can easily find out information they are looking for, this means that landing pages are very well developed. You can use testimonials as well for the expensive products. A testimonial helps customers to built trust on what you are offering and what information is provided by you. Testimonials should be given by authentic sources and should have complete contact information. This is essential as customer can get evidence about the authenticity and validity of your contents.

If landing pages are well designed, appealing to the customers to take an action that your ad is aiming at, then they are proving to be one of effective promotional tool for your business and help you to create maximum customer traffic on your website.

18 May 2012 - 18/05/2012