Landing page - Wikipedia

The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some ... Landingpage FromWikipedia,thefreeencyclopedia Jumptonavigation Jumptosearch Inonlinemarketing,alandingpage,sometimesknownasa"leadcapturepage","singlepropertypage","staticpage","squeezepage"ora"destinationpage",isasinglewebpagethatappearsinresponsetoclickingonasearchengineoptimizedsearchresult,marketingpromotion,marketingemailoranonlineadvertisement.[1]Thelandingpagewillusuallydisplaydirectedsalescopythatisalogicalextensionoftheadvertisement,searchresultorlink.Landingpagesareusedforleadgeneration.Theactionsthatavisitortakesonalandingpageiswhatdeterminesanadvertiser'sconversionrate.Alandingpagemaybepartofamicrositeorasinglepagewithinanorganization'smainwebsite. Landingpagesareoftenlinkedtosocialmedia,e-mailcampaigns,searchenginemarketingcampaigns,highqualityarticlesor"affiliateaccount"inordertoenhancetheeffectivenessoftheadvertisements.Thegeneralgoalofalandingpageistoconvertsitevisitorsintosalesorleads.Ifthegoalistoobtainalead,thelandingpagewillincludesomemethodforthevisitortogetintocontactwiththecompany,usuallyaphonenumberoraninquiryform.Ifasaleisrequired,thelandingpagewillusuallyhavealinkforthevisitortoclick,whichwillthensendthemtoashoppingcartoracheckoutarea.ByanalyzingactivitygeneratedbythelinkedURL,marketerscanuseclick-throughratesandconversionratetodeterminethesuccessofanadvertisement.[2] Contents 1Types 1.1References 1.2Transactional 1.3Origin 1.4Typicalformat 2Optimization 2.1Experimentation-based 2.1.1A/Btesting 2.1.2Multivariatetesting 2.1.3Total-experiencetesting 2.1.4“F-like”layout 2.1.5Messagematching 2.1.6Designmatching 3Seealso 4References Types[edit] Therearetwotypesoflandingpages:referenceandtransactional. References[edit] Areferencelandingpagepresentsinformationthatisrelevanttothevisitor.Thesecandisplaytext,images,dynamiccompilationsofrelevantlinksorotherelements.[3]Theideaistoisolatethevisitorinthislandingpagefromanyotherdistractions,likefullwebsitemenuor"similarproducts",andsurroundthevisitorwithallavailableinformationaboutthetargetedproducttoconvincehimtotakeactionandgetcaptured. The"References"landingpagetypeshouldbeatransitionalstagebeforethesecondtypewhichisthe"Transactional"Type. Transactional[edit] Thepurposeofthetransactionallandingpageistopersuadeavisitortotakeactionbycompletingatransaction.Thisisaccomplishedbyprovidingaformthatneedstobefilledout.Thevisitorinformationisobtainedinordertoaddthevisitor'semailaddresstoamailinglistasaprospect.Anemailcampaigncanthenbedevelopedbasedonresponsestotransactionallandingpages.Thegoalistocaptureasmuchinformationaboutthevisitoraspossible.Theultimategoalistoconvertthevisitorintoacustomer.[citationneeded] Origin[edit] LandingpagesoriginatedwiththeITdepartmentsofMicrosoftinlate2003inresponsetopooronlinesalesofOffice.[4]Theprocesswastediousandtime-consuming.Asaresult,in2009,severalstartups,includingUnbounce,wereformedtosimplifyandstreamlinetheprocess.Theriseofcloudcomputingande-commercearound2009providedidealconditionsforthesestartupstoflourish.[4]Sincethenthecustomerrequirementschanged,requestingintegrationswithothersolutionssuchasemailmarketing,leadnurturingandcustomerrelationshipmanagementsystems. Typicalformat[edit] Landingpagesoftencontainclear,conciseaction-orientedheadlines.[5]Agoodlandingpageexplainstheproductofferinaclearmannerandplacesvisualemphasisonthevalueoftheproductorservicepresented. Marketingexpertsrecommendwebsitesremovethenavigationmenuandlimitinternalandexternallinksonthepage.[6]Anysignupformsonthelandingpageshouldreflectthevalueoftheoffer.Forexample,afreeofferornewslettersignupformmayonlyrequestanemailaddress,whereashighvalueoffersmayhavelongerformswithmoredetailsrequired.Theymayalsoincludearelevantimage,animationorshortvideo.Thesepagesalsotendtocontainsmallicons(i.e.ofFacebookorTwitter)tofacilitatesocialmediasharing. Optimization[edit] Landingpageoptimization(LPO)isonepartofabroaderInternetmarketingprocesscalledconversionoptimizationorconversionrateoptimization(CRO),withthegoalofimprovingthepercentageofvisitorstothewebsitethatbecomessalesleadsandcustomers.Alandingpageisawebpagethatisdisplayedwhenapotentialcustomerclicksanadvertisementorasearchengineresultlink.Thiswebpagetypicallydisplayscontentthatisarelevantextensionoftheadvertisementorlink.LPOaimstoprovidepagecontentandappearancethatmakesthewebpagemoreappealingtotargetaudiences. TherearethreemajortypesofLPObasedontargeting:[7] Associativecontenttargeting(alsocalledrule-basedoptimizationorpassivetargeting).Thepagecontentismodifiedbasedoninformationobtainedaboutthevisitor'ssearchcriteria,geographicinformationofsourcetrafficorotherknowngenericparametersthatcanbeusedforexplicitnon-research-basedconsumersegmentation. Predictivecontenttargeting(alsocalledactivetargeting).Thepagecontentisadjustedbycorrelatinganyknowninformationaboutthevisitor(e.g.,priorpurchasebehavior,personaldemographicinformation,browsingpatterns,etc.)toanticipate(desired)futureactionsbasedonpredictiveanalytics. Consumerdirectedtargeting(alsocalledsocialtargeting).Thepagecontentiscreatedusingtherelevanceofpubliclyavailableinformationthroughamechanismbasedonreviews,ratings,tagging,referrals,etc. TherearetwomajortypesofLPObasedonexperimentation: Closed-endedexperimentation.Consumersareexposedtoseveralvariationsoflandingpages,alteringelementslikeheadlines,formattingandlayoutwhiletheirbehaviorisobservedinanattempttoremovedistractionsthatwilltaketheleadawayfromthepage,includingtheprimarynavigation.[8]Attheconclusionoftheexperiment,anoptimalpageisselectedbasedontheoutcomeoftheexperiment. Open-endedexperimentation.Thisapproachissimilartoclosed-endedexperimentationexceptthatmorevariationswillbeaddedfortestingandexperimentationwillnotstopwhenawinnerisfound.Thismethodisusedbylargecorporationstodynamicallyimprovetheirconversionratesandimproveuserexperience.Landingpagecanalsobeadjusteddynamicallyastheexperimentresultschangetofurtherenhanceuserexperience. Experimentation-based[edit] Experimentation-basedLPOcanbeachievedusingA/Btesting,multivariateLPOandtotal-experiencetesting.Thesemethodologiesareapplicabletobothclosed-andopen-endedexperimentation.[9] A/Btesting[edit] A/Btesting,orA/Bsplittesting,isamethodfortestingtwoversionsofawebpage:version"A"andversion"B".Thegoalistotestmultipleversionsofwebpages(e.g.homepage,productpageorFAQ)oronespecificelementthatchangesbetweenvariationAandvariationB(suchashavingaleadformontheleft-handsideorhavingitplacedontheright-handside),todeterminewhichversionismostappealing/effective.ThistestingmethodmayalsobeknownasA/B/nsplittesting;thendenotingmorethan2testsbeingmeasuredandcompared.ThedataforA/Btestingisusuallymeasuredviaclick-throughrateoranalternativeconversiontrackingmethod.[10] Testingcanbeconductedsequentiallyorinparallel.Insequentialtesting,oftentheeasiesttoimplement,thevariousversionsofthewebpagesaremadeavailableonlineforaspecifiedtimeperiod.Inparallel(split)testing,bothversionsaremadeavailableandthetrafficisdividedbetweenthetwo.Theresultsofsequentialsplittestingcanbeskewedbydifferingtimeperiodsandtrafficpatternsinwhichthedifferenttestsarerun. A/Btestinghasthefollowingadvantages: Inexpensivebecauseexistingresourcesandtoolsareused. Simplebecausenocomplexstatisticalanalysisisrequired. A/Btestinghasthefollowingdisadvantages: Difficulttocontrolallexternalfactors(e.g.,campaigns,searchtraffic,pressreleases,seasonality)whenusingsequentialtesting. Verylimitedinthatreliableconclusionscannotbedrawnforpagesthatcontainmultipleelementsthatvaryineachversion. Multivariatetesting[edit] Multivariatelandingpageoptimization(MVLPO)accountsformultiplevariationsofvisualelements(e.g.,graphics,text)onapage.Forexample,agivenpagemayhavekchoicesforthetitle,mchoicesforthefeaturedimageorgraphicandnchoicesforthecompanylogo.Thisexampleyieldsk×m×nlandingpageconfigurations.[citationneeded] Significantimprovementscanbeseenthroughtestingdifferentcopytext,formlayouts,landingpageimagesandbackgroundcolours.However,notallelementsproducethesameimprovementsinconversionsandbylookingattheresultsfromdifferenttests,itispossibletoidentifytheelementsthatconsistentlytendtoproducethegreatestincreaseinconversions.[citationneeded] ThefirstapplicationofexperimentaldesignforMVLPOwasperformedbyMoskowitzJacobsInc.in1998asasimulation/demonstrationprojectforLego.MVLPOdidnotbecomeamainstreamapproachuntil2003or2004.[citationneeded] MVLPOhasthefollowingadvantages: Providesareliable,scientificallybasedapproachforunderstandingcustomers'preferencesandoptimizingtheirexperience. Hasevolvedtobeaneasy-to-useapproachinwhichnotmuchITinvolvementisrequired.Inmanycases,afewlinesofJavaScriptallowremotevendorserverstocontrolchanges,collectdataandanalyzetheresults. Providesafoundationforopen-endedexperimentation. MVLPOhasthefollowingdisadvantages: Aswithanyquantitativeconsumerresearch,thereisadangerofGIGO(garbagein,garbageout).Ideasthataresourcedfromknowncustomertouchpointsorstrategicbusinessobjectivesareneededtoobtainoptimalresults. Focusesonoptimizingonepageatatime.Websiteexperiencesformostsitesinvolvemultiplepages,whicharetypicallycomplex.Forane-commercewebsite,itistypicalforasuccessfulpurchasetoinvolvebetweentwelveandeighteenpages;forasupportsite,evenmorepagesareoftenrequired.[citationneeded] Total-experiencetesting[edit] Total-experiencetesting,orexperiencetesting,isatypeofexperiment-basedtestinginwhichtheentirewebsiteexperienceofthevisitorisexaminedusingtechnicalcapabilitiesofthewebsiteplatform(e.g.,ATG,BlueMartiniSoftware,etc.).Ratherthancreatingmultiplewebsites,total-experiencetestingusesthewebsiteplatformtocreateseveralpersistentexperiencesandmonitorswhichoneispreferredbythecustomers.[citationneeded] Anadvantageoftotal-experiencetestingisthatitreflectsthecustomer'stotalwebsiteexperience,notjusttheexperiencewithasinglepage.Twodisadvantagesarethattotal-experiencetestingrequiresawebsiteplatformthatsupportsexperiencetesting,andittakeslongertoobtainresultsthanA/BtestingandMVLPO.[citationneeded] “F-like”layout[edit] Variouseyetrackingtoolshaveproventhatpeoplescanwebpagesinvariouspatterns,butoneofthemostcommonforbothdesktopandmobilebeingtheletterFshape.Thismeansthatmostwebsitevisitorsseethetopandleftsideofthescreeninthefirstplaceandonlythentheymovetootherpartsofthescreenlinebyline.Astheresult,webdevelopersareincludingthemostimportantwebsitecontentintofirstlinesandfirstwordsofthewebsitetexttoimprovevisitorsunderstandingofoverallcontent.[11] Messagematching[edit] MessageMatchingistheideaofmatchingthepre-clickmessagetothepost-clickmessageonthelandingpage.[12]Thegoalofmessagematchingistocreatealandingpagethatdirectsindividualstoapageonaproductorsubjecttheyareexpecting. Thiscouldbedonebydisplayingastatementtothevisitorsusingthesamekeywordsandtherightimagesonthelandingpagethatwasfoundintheadvertisementtheyclickedon.[13] Themessagingonthepagereinforcesthereasonfortheirclick,reducingorremovingconfusionandthereforeincreasingconversionrates.Thisimprovesoveralluserexperienceandreducesthebouncerate(individualsleavingthesitewithoutconvertingornavigatingtoanotherportionofthesite)forthepage.Goodmessagematchingcanincreaseconversionbyupto50%inmanycases.[13] Designmatching[edit] DesignMatchingtakesthedesignonthedisplayadandrepeatsitonthelandingpage.Ensuringthelook,feelandsentimentisthesameinordertosmooththetransitionbetweenclickingtheadandcompletingaconversion. Seealso[edit] LandingPageBlog Conversionpath Homepage Splashscreen Landingpageoptimization Marketingbrochure Multivariatetestinginmarketing Multivariatelandingpageoptimization Onlinemarketing Payperclick Searchenginemarketing Socialmediaoptimization References[edit] ^"SearchEngineOptimizationTerminology".2016-07-15.Retrieved2016-09-28. ^Ash,Tim(11January2011).LandingPageOptimization:TheDefinitiveGuidetoTestingandTuningforConversions.WileyPublishing.ISBN 978-0-470-17462-3. ^JohnReddock(2011).SmallBusinessDomination.p. 71.ISBN 9781257784462. ^ab"TheHistoryOfLandingPages-OmniconvertBlog".OmniconvertConversionRateOptimizationBlog.2016-08-17.Retrieved2017-03-18. ^"TheBestSellingHeadlineOfDavidOgilvy'sCopywritingCareer(and7others!)-Word-of-MouthandReferralMarketingBlog".www.referralcandy.com.VisakanVeerasamyblogeditoratReferralCandy.2014-06-04.Retrieved2017-03-31. ^"IncreaseConversionsByMaximizingYourWebsiteLandingPages".TheFinancialBrand.2017-01-05.Retrieved2017-06-28. ^Gofman,Alex;Moskowitz,HowardR.;Mets,Tõnis(2009)."Integratingscienceintowebdesign:Consumer‐drivenwebsiteoptimization".JournalofConsumerMarketing.26(4):286–298.doi:10.1108/07363760910965882.. ^Campion,Matthew."HowToCreateLandingPagesThatWillIncreaseYourConversionRate".Retrieved25August2017. ^Gafni,Ruti;Dvir,Nim(2018)."HowContentVolumeonLandingPagesInfluencesConsumerBehavior:EmpiricalEvidence".Proceedingsofthe2018InSITEConference.InformingScienceInstitute.arXiv:1806.00923.doi:10.28945/4016.S2CID 46930837. ^"ConversionTrackinginAdWords:CompleteGuide[PPCU]|WordStream".www.wordstream.com.Retrieved2017-03-31. ^"Bestwebsitedesign,8tipstokeepinmind".SpixelAgency.2019-07-17. ^"MessageMatch-MonashBusinessSchool".business.monash.edu.Retrieved2017-06-28. ^ab"HowMessageMatchingandLandingPagesBuildSuccessfulAdvertisingAgencies".2016-04-25.Retrieved2017-06-28. vteSearchengineoptimizationExclusionstandards Robotsexclusionstandard Metaelement nofollow Marketingtopics Onlineadvertising Emailmarketing Displayadvertising Webanalytics Searchmarketing Searchenginemarketing Socialmediaoptimization Onlineidentitymanagement Paidinclusion Payperclick Googlebomb Searchenginespam Spamdexing Webscraping Scrapersite Linkfarm Linkbuilding Linking Backlink Linkbuilding Linkexchange Organiclinking People DannySullivan MattCutts VanessaFox BarrySchwartz Other Geotargeting Humansearchengine Stopwords Contentfarm vteWebsyndication History Blogging Podcasting Vlogging Websyndicationtechnology Types Art Bloggernacle Classicalmusic Corporate Dreamdiary Edublog Electronicjournal Fake Family Fashion Food Health Law Lifelog Litblog MP3 News Photoblog Police Political Project Reverse Travel Warblog TechnologyGeneral BitTorrent FeedURIscheme Features Linkback Permalink Ping Pingback Reblogging Refback Rollback Trackback Mechanism Conversationthreading Geotagging RSSenclosure Synchronization Memetics Atomfeed Datafeed Photofeed Productfeed RDFfeed Webfeed RSS GeoRSS MRSS RSSTV Social Inter-processcommunication Livemark Mashup Referencing RSSeditor RSStracking Streamingmedia Standard OML OPML RSSAdvisoryBoard Usenet WorldWideWeb XBEL XOXO Form Audiopodcast Enhancedpodcast Mobilecast Narrowcasting Peercasting Screencast Slidecasting Videocast Webcomic Webtoon Webseries Anonymousblogging Collaborativeblog Columnist Instantmessaging Liveblogging Microblog Mobileblogging Roblog Spamblog Videoblogging Motovlogging MediaAlternativemedia Carnivals Fiction Journalism Citizen Database Onlinediary Searchengines Sideblog Software Webdirectory Micromedia Aggregation News Poll Review Search Video Atom AtomPub Broadcatching Hashtag NewsML 1 G2 Socialcommunication Socialsoftware WebSlice Related Blogosphere Escribitionist Glossaryofblogging Payperclick Postingstyle Slashdoteffect Spaminblogs Usesofpodcasting Authoritycontrol:Nationallibraries Germany Retrievedfrom"https://en.wikipedia.org/w/index.php?title=Landing_page&oldid=1083722051" Categories:OnlineadvertisingSearchengineoptimizationInternetterminologyOnlineadvertisingmethodsCompensationmethodsHiddencategories:AllarticleswithunsourcedstatementsArticleswithunsourcedstatementsfromJune2017ArticleswithGNDidentifiers Navigationmenu Personaltools NotloggedinTalkContributionsCreateaccountLogin Namespaces ArticleTalk English Views ReadEditViewhistory More Search Navigation MainpageContentsCurrenteventsRandomarticleAboutWikipediaContactusDonate Contribute HelpLearntoeditCommunityportalRecentchangesUploadfile Tools WhatlinkshereRelatedchangesUploadfileSpecialpagesPermanentlinkPageinformationCitethispageWikidataitem Print/export DownloadasPDFPrintableversion Languages العربيةDeutschEspañolEsperantoفارسیFrançais한국어ItalianoעבריתКыргызчаMagyarPolskiPortuguêsRomânăРусскийУкраїнськаTiếngViệt Editlinks