Why Should I Use Landing Pages?
The short answer is because they help increase your conversion rates.
The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
A great example of this can be seen on the Campaign Monitor landing page.
Message Match
A fundamental aspect of conversion centered design is message match, which is the ability of your landing page to accurately reflect the messaging presented on the upstream ad. Most visitors are very impatient and will leave your site without a few seconds of arrival if you don’t reinforce their mission with a matching headline and purpose (quickly and clearly).
This example shows a comparison of good and bad message match on a landing page for a PPC campaign:
An example of bad message match
Ad: Get 50% off a Dell Inspiron 9000
Landing page message: Welcome to Dave’s Computer Store
An example of good message match
Ad: Get 50% off a Dell Inspiron 9000
Landing page message: Get 50% off a Dell Inspiron 9000 at Dave’s Computer Store
By ensuring a strong message match, you are letting the visitor know that they made a “good click”.
Thanks for a great read. I like the argument homepage vs landing page.
No wonder my affiliate links are not doing that well, i’ll definitely start creating some.
My website’s bounce rate has been kind of high also and am trying to minimise that.
No wonder you are on top of the food chain in this business. I personally use a different theme that appears like a long landing page whenever I target affiliate marketing products. For my personal blog or adsense run blogs, the theme would be again different.
With everyone fighting for ads space on good sites, and advertisers wanting their ads to be prominently displayed, it defeats the purpose of an ad if the customer who clicked it is not shown a dedicated landing page that will boost conversion rates. This is a very good lesson on increasing conversion rates, and I would recommend it to people who have not seen the results they wanted.
[...] Why You Should Be Using Landing Pages [...]
I was doing some research for a client regarding landing pages and homepages. Basically, trying to justify the expense of creating new landing pages and not using the homepage as the destination url for a new online advertising campaign. This article provided me with some good information.
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I m saving your blog in my personal folder to visit again You made legal points within this article that I sense need further examination. I agree with most all of this info. amazing work.
A landing page is one of the most amazing pages (from my point of view). It helps to sell better – that’s great! I wish I could create landing pages for every single event.
By the way, Ive seen another post about landing pages – it impressed me too – http://webdesignledger.com/inspiration/a-showcase-of-landing-pages-designed-for-conversion/comment-page-1#comment-249692. I’ll be thankful if you take a look at this post and say whether I’m right or not. Thanks to everyone