FAQ – Landing Pages
Landing Pages
A landing page is usually created for campaigns that have a very specific goal. You can roughly distinguish between landing pages for direct sales and landing pages that are intended to establish contact. Due to the possibilities of the Internet, landing pages can be used in many different types of campaigns. These include e-mail campaigns, text and display ads on the major search engines and all kinds of campaigns in social media.
Where do landing pages make sense?
In principle, you can add landing pages to any type of website, as long as you don’t lose sight of the goal. When creating a landing page, you should consider some important points, which we will mention below. The defined goals result in the structure of a landing page. Depending on the customer’s wishes, newsletter subscribers, contacts, downloads or a targeted purchase will influence the structure of a landing page. The landing page is usually not accessible within the conventional menu structure.
Optimization of a landing page
If you want to optimize a landing page, you can fall back on several instruments. An important means for this are so-called calls for action, which can be provided with various functions. These include offering a callback, making appointments, offers for a free download and much more. Which call to action works well can be determined with an AB test and, depending on the result, refined further. Thereby the interaction of the landing page is increased bit by bit and this increases the sales or the qualified contacts (engl. leads) sustainably.
What makes a landing page?
When using a landing page you should limit yourself to 1-2 main topics and adjust the selection of keywords with which the landing page is advertised accordingly. With the texts of a landing page one should concentrate on sales optimization and not on keyword optimization, so that these are not in competition with the actual web page. If the landing page is designed in such a way that it serves its purpose, then the conversion rate can be increased significantly.
Types of a landing page
The classic landing page is certainly the most common type when it comes to specially defined subpages. Here, pages are advertised that are specifically promoted for a certain action, often Google AdWords campaigns. Here, for example, banner advertising generates an extremely large stream of visitors. It is also possible to rebuild an existing subpage, but this is not recommended, because this would endanger organic placements.
The second variant is the so-called microsite, which should lead to a higher conversion rate with the help of prompts and other supporting modules. However, you should always follow the Google guidelines, otherwise negative effects may follow. Both variants can be integrated into the website independently of the existing navigation.
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