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"Landing Page, Squeeze Page Or Lead Capture Page"


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Thursday, November 27, 2008

A landing page, also know as a "squeeze page" or "lead capture page," is essentially the page that an internet user first arrives on your web site after clicking on an advertisement, or link on another web site such as a search engine. There are two purposes to any given landing page. It may be a reference page with the aim of providing key information about a topic or an organization. Or it may be transactional, and may be designed to encourage the visitor to complete a transaction. This transaction may be to fill out a form, or the sale of a product or service. Landing pages are important for the following reasons:

  • Before your visitors reach the landing page they are already interested in your business or the products and services you offer, this makes it easier to convert your traffic and increase revenue.
  • The landing pages are your opportunity to introduce your business and brand to your visitors, and you want them to read beyond the first few lines.
  • If your landing pages are not well constructed and designed, they could also work against you.

Great landing pages should have the following features:

  • Do ensure that the promotional material as well as the landing page is created keeping in mind the target audience and their profile.
  • Your landing page should be relevant to the advertisement that brought the traffic to it. Unless the subject and tone of the two match, you may loose a majority of your visitors in seconds.
  • Landing pages should be focused on the topic that the promotional material or advertisement initiated. They cannot be generic and should be clear and focused on the topic at hand. For instance if the advertisement that brought visitors to the landing pages was about promotional offers on books the landing pages should focus on this topic.
  • Internet users spend only a few seconds judging a page and you have to make them count, with your design, content and page structure. The design and images used shouldn't distract the visitors from the content. The important information on the page should feature in the centre and not require the visitors to scroll down to it. Similarly a call to action should not be saved for the end.
  • Ensure that page functions smoothly and the visitors don't run into problems or errors.
  • Whether it is filling out a form or buying a product, the call to action should be able to be easily and efficiently completed.
  • Some experts recommend that the landing pages shouldn't divert the traffic to any other page on the site. If you are linking it to a webpage then ensure that it is related and relevant.
  • Some businesses make the mistake of making their website's homepage as the landing page for their ads. The purpose of a home page is to describe the purpose of the entire web site, so would not be a good landing page, unless you have a one page web site that is dedicated to one product only.

One of the best ways to measure the effectiveness of an ad campaign is to ensure that the landing pages can only be found when the promotional material is followed. Thus you would have to disconnect the page from the homepage and from any other web pages and also ensure that the page isn't featured in organic search engine results. Now by studying the traffic that comes into the landing pages you have an accurate estimate of the effectiveness of your advertisement and also are able to track ROI.

Provided By: Ray Plumlee
Website Address: www.WWWHelper.com

Ray Plumlee, a retired Naval Officer, retired from the Navy in 1994. Since 1996 he has built his online business by providing services and advice to other people desiring to start an online home based business.

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