Landing Pages

Why, When and How to use them

Why Landing Pages

Give the user what they want

Decrease Cost Per Conversion

Provide more from an email, social share, etc

When You Should Use Landing Pages

Always…

Support Promotions

Support Online Advertising

Provide Personal User Experience (PURL)

Drive Conversions

Capture Data

B to C

1.User searches for item

2.User sees the ad and clicks it

3.User lands on landing page

4.User purchases

B to B

1.User researches product or service

2.User sees advertisement or social action

3.Influencer downloads white paper, case study, etc

4.Influencer receives nurture campaign

5.Influencer convinces Decision Maker

6.Decision Maker makes a purchase decision

Segments

Typical Marketing Segments for B2B:•Decision Maker or Influencer•Company Size•Industry Status (industry leaders or newcomers)•Business Function (Data processing, design, accounting, human resources, etc)

Typical Marketing Segments for Consumers:•Potential (marketing to children or teens conditioning for the future)•Physical Characteristics-weight, height, etc)•Interests (cat vs dog lovers, sports, etc)•Education•Age•Gender•Demographics/culture/religion•Seasonal or Time related•Geography

Good Landing Pages

1.Clear Call to Action

2.Value Proposition

3.Vital Info above the fold

4.Link to more details (complete user flow)

Good Examples

Bad Examples