What is a Landing Page and what is it for?

What is a Landing Page and what is it for?

Photo by Austin Distel on unsplash

Today we will talk about all the mysteries that surround the Landing Page. Mainly about its practical utility within a  site.

This term can be translated as " landing page ", it is somewhat more literal than a simple translation may seem.  The landing page is the landing page of any online marketing campaign regardless of the starting point.  It can be a page reached through the click on a banner, an e-mail marketing, and SEM ad or many other endless possibilities offered by marketing techniques. I repeat, the Landing Page is not the banner, it is the page you arrive when you click on the banner.

The most important thing is that the landing page has to represent in its content exactly the user's expectation when it clicked, of course, this is the intention by which the landing page is created.

Conversion is the goal of any and all online marketing campaigns.  It can be a sale, fill out a form, answer a survey, access a specific page of the site or any other action that meets the purpose of the campaign. The landing page has the function of bringing the conversion user closer, stimulating the intended action in the online marketing campaign.

If you carry out an SEM campaign, for example, for “ABCD Mobiles” from X euros ”, the click cannot take the user to the Home of your site or to the wardrobe section of your store. Then click on the ad should take the user directly to the Mobile page, already ordered from the lowest to the highest price, assuming that the campaign has been offered in the possibility of lower prices. The landing page is punctual and must satisfy exactly the user's curiosity in the specific topic announced.

If your online marketing campaign is supposed to be for “Printer Model Y, for only X euros” the click should take the user directly to the page of the Printer of the Y brand. Just in case you do the foolishness of wanting to take the opportunity to sell something more expensive and try to take the user to a page with a variety of printers of different types, models and prices, you did not deliver to the user the content that you implicitly advertised and the chance of distraction and the consequence of the user not buying increases potentially.

Look at the subtlety of the difference between the two campaigns. In the first case, depending on the ad, the user can take a page with several offers, in the second case, it must be even more punctual, taking the user to the specific page of the advertised product. Int enters audio the consumer, of dishonesty, is a real commercial suicide, mainly trying to e-commerce.  If you offer a mobile offer, do not try to sell anything other than the advertised mobile.

The person in charge of managing e-commerce must consider that everything on the landing page must be carefully planned so that the user can convert, that is, everything that can mislead him from this objective must be deleted.

The landing page is very important for the success of an internet marketing campaign and therefore earns more and more prominence in online marketing courses worldwide, except here in Spain, because the techniques are many and the power of conversion Of these pages is immense when well crafted.

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