A landing page, also know as a "lead-capture page" and sometimes used interchangeably with squeeze page, is a web page specifically created for web traffic arriving from an online advertisement e.g. a Pay Per Click (PPC) ad. They are created to increase the effectiveness of traffic and advertisements and maximise visitor value and/or ROI from ad spend.
- Traffic is sent from a Google Adwords PPC campaign targeting specific keywords. The landing page visitors arrive on is optimized to pursuade them to take an action e.g. take up a trial, optin/subscribe, order a product sample.
- Traffic is sent from a sponsored banner ad and similar to the above, the landing page is setup to have maximum impact on those visitors.
- A link in an email encourages a subscriber to click and visit a landing page to make a purchase e.g. an affiliate product.
- A landing page could even be designed simply to provide direction to new visitors who might be unsure where to start or where to go.
Landing Page Tips
1) Have a clear call to action - always tell your visitor what to do. Never assume they will know.
2) Choose the right length of copy - long copy to close a sale, short copy to encourage a subscription.
3) Only ask for the minimum to achieve the result - to get an optin, instead of asking for name and email, simply ask for their email address.
4) Test everything - this includes design elements, copy and layout. Split-test where possible.
5) Remove clutter - anything non-essential should be removed so the visitor is not distracted away from your goal and call to action.
6) Keep paragraphs short - normally you want visitors to stay on the page and more generally, clicking around your website for as long as possible; with a landing page, the pace should be set to move the visitor forward to complete your desired call to action as quickly as possible. Short, punchy, benefit-laden sentences will accomplish this.