What’s a Landing Page and Why Do I Need One?

You run an online ad, get click thru’s and but no conversion? Many times the reason is a big disconnect between what your ad promises and the page on your website. Your home page is not necessarily the right place to drive all your web traffic.

If, for example, you’re advertising bedroom furniture (your ad could be a Google pay per click ad or a display ad), then the click should take the visitor directly to the product pages on your site featuring bedrooms. If you’re promoting a special sale, take the visitor to a unique landing page that tells them more about the sale and how they can take advantage of your offer. If there is not a clear connection between your ad and the page on your website, your visitor will leave as quickly as she came to the site. Landing pages are too often the missing link in an effective conversion process. Landing pages are not general information pages. They are specific and provide measurable results.

Here’s what I mean. I did a Google search on bedroom furniture. One of the PPC ads that appeared was for ImprovementsCatalog.com. It reads:

Shop For Bedroom Furniture and More
Online at Improvements Catalog.
ImprovementsCatalog.com

When I click on this ad, I’m taken to a page selling bed stairs. Not a good match and this advertiser just paid for my click: (click on images to see a larger version)

Conversely, the PPC ad for PotteryBarn.com:

Pottery Barn® Furniture
Quality Bedroom Furniture Designed
to Last. Shop Now at Pottery Barn!
www.potterybarn.com

Takes me exactly where I want to go (click on images to see a larger version)

When developing display ads, take this connection a step further and make sure the creative on the ad makes a smooth transition to the landing page. Following is a great example: (click on images to see a larger version)