Landing Page Optimisation for Successful Online Marketing
Landing Pages are lead generators or revenue makers in online marketing. On a landing page a visitor clicks on an advertisement or search engine result to bring up a seller’s website.
A landing page can be an advertisement or link, that is optimised to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns, a landing page is modified so that an advertisement’s effect can be counted.
There are two types of landing pages: orientational and transactional. Orientational landing pages show information in the form of display text, images, dynamic compilations of relevant links, or other elements. The effectiveness of reference landing pages is measured by revenue earned by the advertisements displayed on the landing page.
Transactional landing pages are designed to get information from a visitor by persuading them to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page. This landing page achieves its ultimate goal of direct or ultimate trade of a product or service. The efficiency of transactional landing pages is measured through the conversion rate, that is, the percentage of visitors who have acted on the desired purpose for what a transactional landing page was formed.