What is a Landing Page and Why Do You Need a Great One?

By Robert W. Bly

A “landing page” – also known as a micro site or sales page – is a single web page designed solely to convert traffic.

By “traffic,” we mean people clicking onto the page. The traffic can be generated from a variety of sources including banner ads, pay-per-click (PPC) advertising, e-mail marketing, organic search, social media, and postcards, to name just a few.

By “convert,” we mean get the prospect to take one of several actions, usually to opt into an e-list, subscribe to an e-newsletter, download free content such as a white paper, register for a webinar or other event, or order a product directly online.

The various response options and offers made on a landing page to get conversions – e.g., “click here to register for our webinar” – are known as the “call to action,” or CTA.

“Conversion rate” is the percentage of visitors to the landing page who take the call to action.

For instance, if 100 prospects go to your beauty product landing page and 5 order the skin cream online, your conversion rate is 5%.

Master Traffic and Conversion

Traffic and conversion are two of the most critical tasks you must master to boost revenues and profits in your Internet marketing business.

To have, say, a home-based info marketing business that earns you a six or seven-figure annual income in your spare time, you must have plenty of both: lots of traffic plus landing pages that convert visitors to opt-ins, sales, or both at high rates.

You might have a good landing page that converts at a respectable 5% for a $29 e-book.

(Conversion rates for landing pages can range from below 1% to 40% or more depending on the offer, whether it is generating a lead or a sale, and if the latter, the price of the product.)

But if you drive only 100 unique visitors to your landing page this week, you will get only 5 orders and have gross sales for the week of $145.

On the other hand, if you have respectable traffic of 500 people who click on to the page, but it converts at only 1%, you again sell only 5 units for $145 in revenues.

However, if you can drive 500 people to a revised landing page that converts at 10%, you will make 50 sales — and your week’s gross will be $1,450.

Landing Page Elements to Test

The elements of a landing page that can affect conversion rate include the offer or CTA, the headline, the copy, the image, the presence of an online video, the location of the response form, the number of required fields in the form, and the HTML design.

2016-06-22-pixabay-check-hook-881444_640Optimizing the performance of the landing page by tinkering with all of these elements combined could possibly double or even triple your conversion and hence your online sales.

Even seemingly minor changes can have a big effect on response. On one landing page, just changing the color of the Order Now button from white text on a red background to navy blue text on an orange background boosted conversion rate by 27%!

And according to new research from OakWebWorks.com, just changing the offer (CTA) alone else on the page – the nothing else – can increase the conversion rate by up to 62%.

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More Types of Landing Pages

Here’s some more landing page terminology that you should know….

  • Name-squeeze page – a page whose primary objective is to capture the maximum number of names and e-mail addresses of visitors to that page.
  • Free-on-free squeeze page – a page that gets you to register for a free offer, typically a free e-newsletter subscription, by bribing you with another free offer, such as a bonus report you get just for signing up.
  • Lead page – these attempt to get a qualified sales lead, usually by offering free content, such as a special report or white paper; example: http://www.bly.com/b2bhandbook/
  • Registration page – a landing page where prospects can sign up for a free or paid webinar or other event.
  • Sales page – a landing page designed to generate an online order with a credit card or PayPal payment.
  • Video sales letter – a sales page in which the copy is read aloud and accompanying by video images, often just a PowerPoint of the script or animation.

Where to Put Your Landing Pages

If you already have a web site, say www.mywebsite.com, you have two options for posting your landing pages online.

One is to post them at a URL that is an extension of your current domain name. For instance, here is the sign-up page for my free e-newsletter, The Direct Response Letter: www.bly.com/reports

The other option is to reserve a unique domain name for each different product you sell at its landing page; e.g., www.theinternetmarketingretirementplan.com. (I have sold well over $100,000 worth of my audio program on Internet marketing from that URL.)

One more point….

More and more, your prospects are viewing your landing pages from their mobile devices.

This means landing pages and also your main web site should be designed to display well on these smaller screens; 30% of mobile shoppers abandon a transaction if the page isn’t optimized for their mobile device.

About the Author

2014-06-25-bob_bly_working_moms_only_expertBob Bly, America’s Top Copywriter, is a master of getting clients and business-building with more than 25 years of experience in business-to-business, high-tech, industrial, and direct marketing.

He has written copy for over 100 clients including Network Solutions, ITT Fluid Technology, Medical Economics, Intuit, Business & Legal Reports, and Brooklyn Union Gas…and has won numerous industry awards.

Bob is the author of more than 85 books including The Complete Idiot’s Guide to Direct Marketing (Alpha Books) and The Copywriter’s Handbook (Henry Holt & Co.). His articles have appeared in numerous publications such as DM News, Writer’s Digest, mtrak Express, Cosmopolitan, Inside Direct Mail, and Bits & Pieces for Salespeople.

If you’re ready to Write Kick-Butt Landing Pages that Sell Like Gangbusters!, click HERE. Bob has put together all his knowledge about landing pages to create the exact landing page formula for you.

MaryEllen About MaryEllen

MaryEllen Tribby has helped thousands of people start a new business or grow their existing ones. MaryEllen is the Founder and CEO of WorkingMomsOnly.com, the world’s leading newsletter and website for the empowerment of the working mom. Prior to founding WMO, MaryEllen was Publisher & CEO of Early to Rise and President of Weiss Research where she added millions to their bottom lines in just a few months. She also ran divisions at Forbes, Times Mirror Magazines, and Crain’s New York Business. MaryEllen is the best-selling author of Reinventing the Entrepreneur: Turning Your Dream Business into a Reality and co-author (with Michael Masterson) of Changing the Channel: 12 Easy Ways to Make Millions For Your Business.