First, if you don't know what a landing page is or what it does, click here. Having traffic to a web site is one thing. But having targeted visitors, converting into customers is completely a different matter. How can one accurately measure the real return on investment (ROI) and have access to exact numbers while conducting an important advertising campaign?
How can you separate traffic from search engine referrals from new traffic that is directly produced by a major ad campaign? It's very simple. The solution is to create a "landing page" system that will tell you precisely how many new visitors uniquely come from that ad campaign and, with the right tools, can accurately compute your final conversion rate. We have these tools at our disposal and we can create custom landing pages to work with your newsletter.
In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines.
A landing page will often be customized in PPC campaigns, as a way to both monitor the effectiveness of paid ads as well as a way to supply copy, images, or other content that is specifically targeted to the advertisement. By adding parameters to the linking URL, marketers can compare ad effectiveness based on relative click-through rates.
There are two types of landing pages: reference and transactional. A Reference landing page seeks to communicate information that is relevant to the visitor. These pages can include reference texts as well as dynamic compilations of relevant links or other online elements. A Transactional landing page seeks to persuade a visitor to complete a transactional activity. These activities include sale of a product, service, or content, submission of information through a form or other interface, interaction with advertisements on the landing page, or any other form of measurable action desirable to the advertiser.
Reference landing pages are considered effective to the degree that they fulfill the objectives of the publisher, which may include content engagement in the case of associations, organizations or public service entities. For many reference landing pages, their effectiveness can be measured by the revenue value of advertising that is displayed on them.
The desired action in a Transactional landing page is often referred to as a "conversion". The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions. Since the economics of many online marketing programs are completely determined by the CR, it is critical to continually test alternatives and improvements to landing pages. Some of the testing methods used are referred to as A-B testing and Multivariate testing.
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