Landing is used in marketing to advertise and sell a product or service, collect contact information of potential buyers (leads), check the likely demand. Landing page presents the product, removes objections and leads the user to the target action.
However, there are also informational web pages that are purely aesthetic and educational in nature and work for the loyalty of the audience to the brand.
How does a landing page work? The user clicks on the link and enters the site. On the first screen, he sees a headline with a clear and specific offer. If the offer is interesting, the usual movement of the visitor scrolls down the page. Each subsequent block raises interest in the product and removes objections. On the last screen the user performs the target action: he buys the product or leaves his contacts (name, email, phone number), sometimes in exchange for some kind of bonus.
Ordinary site vs. a landing page: what’s the difference
An ordinary website is multifunctional and designed for different segments of the audience. There are many sections, a large catalog of goods. On the site a visitor can easily get distracted, follow a link and forget about the purchase.
Landing is created with a specific purpose for a specific audience. This is a single page with a clear hierarchy of meaningful blocks, which has no extra links and information. The visitor, like a pilot flying a plane on the runway, scrolls to the end of the page, without minimizing and not distracting, and commits the desired action. A call to action button and an application form are key elements of most landing pages.
If a landing page is created as part of the overall company website, it often removes the menu and other navigation, so that the user focused on the target action and did not go to other pages of the site.
The advantages of a landing page
High conversion. The main advantage of landing pages – a higher conversion rate compared to traditional sites, ie, a higher proportion of visitors reach the target set on the landing page.
Quick launch. Single-page does not require complex design and site architecture. With ready-made templates, you can launch a landing page in just a few hours.
Flexibility. Ability to create an unlimited number of pages simultaneously, to do A / B testing to identify weaknesses and strengths of the landing page, quickly make changes.
Limitations of landing pages
The main limitation of the landing page is a narrow focus. It promotes a specific product or service, for a new task it is necessary to make your own landing page.
Landing pages are not suitable for SEO promotion. They are often created for a short period of time, from a week to several months, and contain little text that can be adapted for search keys. Single-page pages do not stand up to competition with large sites in high-frequency search results.
The format of a landing page does not allow you to put a lot of information. If the product is technically complex, additional information will have to publish on a normal site. The same applies to service support for current clients.