Landing Pages, landing or entry pages for a company’s Digital Marketing campaign, are extremely important for achieving success and positive results; however when poorly designed, they can compromise everything planned.
People who access a website, blog or e-commerce have to come from somewhere – unless the person goes directly to the page, typing the URL into the browser, which doesn’t always happen.
The majority of visits to a website come from search engines, which may be through ads on sponsored links or through results in organic searches. Even with online advertisements and search engines, there are still several other means from which visitors and potential “consumers” (of a company’s products) can come, such as:
- Through social media: in a tweet on Twitter, in a comment on Facebook or an update to your Orkut profile;
- Advertising banners on portals, websites or blogs;
- Your company’s partner websites;
- Through your company blog,
- Through the marketing email or newsletter you sent.
Anyway, there are several ways for a company/person to get visitors to their website. Anywhere information is disseminated, you need to be aware of what result you want to achieve when making that information or campaign available.
Each of these visitors comes from other websites through a link, which will be the gateway to converting your objective into reality, hence the importance of targeting your Landing Page well and being successful in your Digital Marketing campaign.
Only with correct targeting and strategic planning will the visitor decide whether or not to continue on the website, or more, whether to carry out the action proposed by the campaign or the message that made them click and go to your website. Define the objective.
What’s The Point?
Sell your product? Provide the visitor with access to a demonstration of your product/service via download. Increase the number of subscribers to your feed or newsletter. Increase your mailing list for email marketing sends.
Spread information or products with the aim of making it go viral, whether through video, podcast, writing or even a free ebook. Or, perhaps, make the visitor interested in an article you published and read it in full, reducing the abandonment rate on your website and generating a greater return on ads on your website?
Any of these conversions require a type of action to complete. The first point that a company must analyze is what is intended with that disclosure or how to spread and make use of that information, and then develop a specific landing page for the campaign or even direct the visit to an existing one that helps to achieve the proposed objective.
In each medium and each campaign, you must analyze what will be most interesting and take some precautions to achieve success. I’ve seen small, medium and even large companies make primitive mistakes.
Do You Want A Video To Go Viral On The Web?
For example, if the video is on YouTube, start directing campaign advertising to the video page and not to a general page like the company’s YouTube channel.
When we say direct the campaign, we mean sending content to this page, such as sponsored links, social networks, forums or communities. Your video has a great chance of going viral if the idea doesn’t get lost among several other videos, reaching the focus of the campaign.
Do You Want To Promote The Quality Of Your Product?
Direct the visitor to the page where the product is highlighted with information about it. Never direct the consumer to another product or your website’s home page.
Do You Want To Sell A Product Through Ads On Sponsored Links Or A Banner?
Don’t make simple but trivial mistakes of directing visitors in the wrong way or with the wrong information. These are mistakes that I see all the time and in companies of all sizes and segments.
The first was from a company that works with software development. The ad states “Free Software” in the title. The problem is that the company does not make it available for free. The ad’s landing page was the website’s Home page, which already opened with a pop-up informing the price of the advertised product, utterly contrary to what was advertised. This case can generate dissatisfaction among those who clicked, as the information provided is not accurate.
Also Read: 11 Uses Of Artificial Intelligence In Digital Marketing