Landing Pages or web pages, what to use?
So you want to run a campaign and drive people to a web page to get sign-ups? That’s a great idea!
The sign-ups are critical to your email nurture program and ultimately to growing sales. The question is, should you drive users to a page on your website, or to a unique landing page?
If you are running a specific campaign such as:
- Contest where people enter
- Sweepstakes
- eBook or webinar sign-ups
- PPC or Facebook Ad campaign
then…
THE ANSWER IS TO USE A LANDING PAGE AND NOT A PAGE STANDARD WEB PAGE!
Why?
Focus.
You want your audience to be totally focused on the goal. Entering and submitting.
According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business’ homepage, not a special landing page .
This is a problem! Your homepage is to serve another purpose, orientation and introduction, not sign-up conversions!
Why haven’t businesses used landing pages more? Typically it was too hard for marketers to setup or they didn’t see the value.
The value: If you want people to enter, sign-up, or register, is it better to give them a page with 5 other options to do and see (like on your home page) or to have them focus 100% on one thing… SIGNING UP!
Obviously, if your goal is to keep them focused on signing up, the value is 100% on that sign-up and anything else is a distraction at that moment in time.
Bottom line: Use Landing Pages!
According to Hubspot…
“A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar.
You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product.
Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on.”
TabSite offers any plan the ability to create a custom landing page for your app.
Key features of the TabSite landing pages:
- Easy to setup within any app
- Setup your company “username”
- Multiple layouts based on your app
- Included with your TabSite Plan
- View all leads captured
- Simple, effective, powerful!
Read more about TabSite Landing Page setup.
Are you using landing pages? What questions do you have about landing pages?
Great article, and a perfect analogy, Mike. Where do you want to land the plan. On the ground of course, but just anywhere? Doesn’t it make more sense to land where there’s an airport, a runway, and friends and relatives are waiting eagerly to greet the people on board? “Ladies and gentlemen, this is your captain speaking. We’ve landed…not sure quite where, but we are on the ground. I’m sure once outside the plane you’ll figure it out.” That’s what thousands of advertisers do every day.
Thanks Rick! Sending to a specific area for a specific intent is so critical.