Landing Pages Are Mandatory
A landing page is generally the first page users come to after clicking on an external advertisement. The information on a landing page should pertain to what was promised in the ad. It should also contain links to other relevant sections of your site (e.g. an ordering page).
For example, when our company uses a banner ad to advertise Funnel Web, the landing page always contains information on Funnel Web only. It will have links to other sections of our Web site as visitors should always be given the option to browse. Click here to see an example of a landing page we use.
Please note, to pay for an ad and not produce a landing page will directly reduce the ads ROI and that of future ads.
There are several advantages to producing and using a landing page. The key advantages are:
Get their attention instantly
Internet surfers have access to billions of pages of information. Due to the overwhelming variety, the attention span of the average Internet surfer is waning. As a consequence, online advertisers have a minimal amount of time to convert click-through traffic into customers. A landing page quickly and succinctly displays information to your click-through traffic. The answers to their questions must be instantaneous or you will lose their attention.
Track sales and traffic resulting from individual ads
After you have run an ad, you should always analyze the results to determine its success. Success was originally measured by click-through rates (the number of people who clicked the ad versus the total number of times the ad was displayed). Now, however, online advertising budgets have been slashed and we must measure success based on customer acquisitions. For example, if an ad is getting a high click-through rate but doesnt lead to customer acquisitions, then an advertiser would hesitate to run the ad again. You can pinpoint customer acquisition from individual ads by using Funnel Web to analyze the exact pathway your click through traffic took. This is an invaluable resource when you are bargaining for extra advertising funds.
Detail online customer behavior for specific demographics
When you purchase online advertising space, you get a media kit. The media kit contains information on the demographics of that companys customers. The demographics are quite general and non-specific (e.g. they are webmasters and system administrators). If you have a landing page, you can accurately gather detailed online customer behavior data. For example, our company advertises on SitePoint.Com. The majority of their traffic is composed of webmasters. By analyzing their journey through our Web site, I can see how they behave online. You can use this data for future campaigns or when preparing market research data on your target audiences. If you sell advertising yourself, use it to beef up your Web sites media kit. As you can see, landing pages are mandatory if you want to improve the effectiveness of your advertising campaigns and increase customer acquisitions.
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