Great question. The answer is Yes. I could end this right here and now but this is one of those topics in digital marketing that deserves to be explained in detail so grab a nice cup of Joe and let’s dive right into it.
What is a Landing Page?
Landing pages are a page created specifically for your visitors to have an easy way to conclude the action you want them to take. The term “landing” refers to your visitors landing on the page (basically getting to it) after they’ve clicked an ad. Landing pages are meant to be very focused and with particular actions available to the page visitor. Appropriately designed, landing pages would have a single option open to visitors with a unique CTA (Call To Action).
This narrow focus and single CTA makes for improved conversion rates as it keeps the focus on the actual topics or actions your page visitors are looking to take. Let’s take a quick example here to illustrate this point.
Imagine your in the market for some brand new Titleist golf balls (as played by all the pros and guaranteed to knock strokes off your game by the way…). You search the term “buy titleist golf balls” and click on ad. Your click now takes you to one of two places (for the sake of this example).
One of these is a landing page tightly optimized for the term “buy titleist golf balls,” and the other place you might end up on is a sporting goods website.
The image on the left is your landing page optimized for the terms “buy titleist golf balls.” The image on the right is just the home page of the sporting goods website that happens to sell Titleist golf balls as well.
The landing page is focused, highly relevant to what you’re searching for and only gives you one option. Buy Titleist Golf Balls. That’s it. The only option you have is to do exactly what you searched for in the first place.
The website page includes golf balls (as well as lot of other stuff) so immediately, focus is lost.
You can replace “buy titleist golf balls” with pretty much anything. The basic premise is the same. If you match your visitor query to the landing page they get to after they click your ad, engagement improves, visitor satisfaction improves, relevance improves, click through improves and, drum roll, sales improve.
People have short attention spans – especially when it comes to anything online. If you don’t get their attention as soon as they land on your pages, you’ve probably lost them forever.
The purpose of any marketing campaign is to guide your traffic to a specific point. That might be making a purchase, signing up for a webinar, joining a mailing list or downloading a gift even. All depends on the action you want your traffic to take.
That’s where the term “funnel” comes from. Your marketing funnel will guide your visitors to the end result. The problem is, if you don’t use a focused funnel, it becomes increasingly difficult to drive your traffic to the checkout button.
That’s the beauty of landing pages. By restricting the available options, funnel becomes narrower, and your conversion rates increase. On our golf ball example, with the landing page option, there’s essentially one thing to do – buy the Titleist golf balls.
One the website example, there are more options, each one of which takes the visitor further and further away from the checkout.
The closer you can get your traffic to the BUY button, the more successful your marketing campaigns will be. Landing pages put your traffic one click from the BUY button, and that translates into one thing. More revenue.
Don’t take my word for it. Run a split test campaign with the same ad creatives and texts. Point one leg to a tightly focused landing page and the other leg to your offer home page. Run the test and pick a winner.
I’m pretty sure I know which one will come out tops!