The Importance of a Good Landing Page not a Landing Strip
by the Gozooko Guys
What is a landing page? It is the page you reach on a website when you click on an online advertisement or a link from a search engine result. Landing pages can be powerful tools to help you achieve the goals of your website, whether it is to sell products and services or to provide information, or possibly both.
There are two basic types of landing pages, transactional and informational.
A transactional landing page offers the ability for a product or service to be purchased. A good example of a transactional landing page would be a product page. A person landing there probably used a very specific search term as they were looking to purchase a specific product or service. For example, if you searched for “lace trimmed Jelly Swimwear” the search results would show one of our customer’s websites, www.cheriescloset.com in the top spot in all three search engines. This helps Cherie’s convert those links to sales as they go directly to a product page.
An informational landing page displays information about a particular subject, which could be a product, a line of products, services, etc… Using the example above, someone who is interested in learning more about Jelly Swimwear probably would use the search term “Jelly Swimwear”. This search leads to sites that have information on Jelly Swimwear, as well as products. Unfortunately this search does not lead to www.cheriescloset.com, but to a multitude of other sites.
While each type of landing page has a lot of value, the real value is in combining the two. Using the examples I gave for Jelly Swimwear, www.cheriescloset.com could greatly benefit by creating an informational page for Jelly Swimwear. Using good search engine optimized content in an informational page, Cherie’s would likely drive their informational landing page onto the first or second page of all three search engines, and link that page to their Jelly Swimwear category on their site. This would provide the searcher with the information they might desire, while also providing them an easy path to view Cherie’s entire catalog of Jelly Swimwear products, increasing the possibility of converting an informational search into a transactional one.
Don’t underestimate the power of good landing pages. They can drive traffic to your site, and convert that traffic into $ales.
At Gozooko, the customer always comes first. Our lines of products are customer driven, and our goal is to meet your needs and to help your business grow. As always we welcome your comments and suggestions. We look forward to hearing from you. GozookoGuys@gozooko.com