The Importance of Landing Pages

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Do you know what a landing page is and how important it is for your email marketing campaigns?

If you don’t then we need to talk!

A landing page can be any page on your website. It’s basically where a visitor to your site ends up based on how they got to your website in the first place. This may be from a link on another site or from a bookmark that they have set up from a previous visit. Depending on your content, it may be from the search results that Google has produced for you.

Why is this important?

It’s important because you can instruct your visitor on exactly what you want them to do. This is particularly important when you are email marketing.

Picture this scenario – you have created an email campaign offering a 25% discount on one of your products. You create a link in your email to that product. Anybody who wants to know more about that offer will naturally click on that link to visit your website. The page they land on in marketing parlance is the ‘landing page’. Making sense?

Of course it is. This is where you can do your utmost to make sure that the person who clicks on that link becomes a customer. Through providing specific content and appropriate design you can entice the visitor to do exactly what you want them to do – make a purchase.

If the link in the email went to another page in your website and the visitor had to navigate their way to the relevant page, the chances are they wouldn’t. This is why landing pages are so important. People like to be held by the hand, led to what they are expecting to see, and then told exactly what they need to do. The easier it is, the more likely they are to succumb! OK, maybe I’m over-simplifying but there is more than a grain of truth in that statement. Custom -made landing pages that support your promotion make a world of difference to conversion results and this is a proven fact.

Designing and content writing a landing page for each of your promotions might seem a bit of a pain but ultimately it’s worth it. And it doesn’t purely have to be for obtaining a sale. You can use them for getting your visitors to download your ebook, pdf, newsletter or white paper, or whatever you want them to do. It’s entirely up to you.

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