A landing page can be any page on your website or off your website you specifically send traffic too with the aim of converting into a sale. By ‘off your website’, I mean specific pages built off-site or not linked to your other site pages as part of the normal site structure.
Landing pages (also known as squeeze pages) are used as a powerful lead generation tactic, and optimizing these via split testing and multivariate testing can super-charge your profits. The idea behind landing pages is to decrease bounce rate and on the flip side to increase visitor response and stickiness on your website. Bounce rate, if you recall, is determined by the number of visitors that enter on a specific page on your website and leave on the same page without clicking to another page. As already discussed less than one in every one hundred visitors to your website will convert (buy, opt-in to your newsletter, contact you, complete a survey, etc) and the rest will leave without taking action or doing your most wanted response.
Landing pages are designed to send potential customers (prospects) directly to individual, bespoke and tailor made pages—via Google Adwords or other sources—before they are shown your main product website. This is to build a relationship prior to offering information and products to them. Ecommerce websites very rarely use landing pages but they can be very powerful when used correctly. Further to your advantage is the fact that not many people even know how to build them effectively, especially for ecommerce websites.
However, if you try to run landing pages as part of your marketing strategy and get it wrong, you could lose even more customers before they even see your main product site.
You can use landing pages to capture email opt-ins or get a sale by taking visitors directly to a specific product. Landing pages are often used to capture the prospect’s name and email address in exchange for an incentive such as a free report, how-to guide or a discount code for your ecommerce store. You can then use this new lead to contact via email marketing to promote your ecommerce site and products.
You need to weigh up your bounce rate and visitor-to-sales conversion rate and optimize these as well as you can prior to implementing landing pages. When new customers enter your website, are they finding the info and products they need and are they converting? Or do you first need to communicate with them and build a relationship via your email list, by giving a free report, free video or other technique using the landing page tactic?