Landing pages deliver a simplified path-to-purchase and increased conversion
Companies from big to small compete in multiple product categories or service lines. While some marketing dollars are allocated to increase consumer awareness of the overall company the majority of dollars are spent promoting product categories or service lines. Ford for example allocates marketing dollars towards promoting the Ford company and its entire lineup, while concurrently advertising specific models, such as the F150 pickup truck.
Traffic generated from product category specific marketing initiatives should be directed to designated landing pages, also referred to as microsites, and not to generic homepages where consumers get stranded without knowing where to click next.
Landing pages are designed to give the visitor a broad overview of the product or service and should have a clear call to action (CTA), such as “schedule a test drive”, “request a quote” or “buy now”. Informative landing pages. By delivering the most important information to a consumer on a single page consumers are ready to convert and take the next step in the purchase journey.
In order to maximize agility and marketing return on investment (ROI) landing pages can rely heavily on templates. A template approach cuts down on development time and cost and increases speed to market. Marketing funding should be allocated to build and optimize great content that boosts conversion.
Landing pages are focused on simplifying the purchase journey for consumers. The keys to success are (1) to attract the consumer through advertising, (2) engage the consumer by delivering relevant, succinct content on the landing page and (3) empower the consumer to take the next step in the purchase journey through a clear call to action.