When people want to search for a company’s products or services, they probably don’t search from the top page of that company’s homepage. Many people will search directly from a search engine by entering keywords such as “company name, product name,” etc., and then jump to the page that ranks high in the search results.
The page that users directly visit for this reason is called a landing page (LP).In this article, we will explain the purpose of creating a landing page and its benefits.
What is a landing page?
A landing page, as the name suggests, is a page where you land. The first page of your company that a user lands on from a search engine is called a landing page, or LP (abbreviated as Lampe).
It’s important to note here that the term landing page can be used in two ways.
For example, when searching on the major search engine “Google”, two types of results may be displayed when you enter a keyword. These are “listing ads” and “natural search results.” Even if these two pages link to different pages from the same company, they may each be called a landing page. In cases like this, be aware that even though they are called the same landing page, they have different meanings.
- Link destination of listing advertisement (or various web advertisements and SNS)
→ A page for getting people to purchase products and services
- Links found in natural search
→ The first page visited by the user on the company’s website
It may be a bit confusing, but in the marketing world, landing pages mostly refer to the former (listing ads, various web ads, and SNS link destinations).
Here again, I will explain the former meaning hereafter.
Purpose and characteristics of landing page creation
The main difference between the former and the latter is whether or not the visiting user has a certain level of interest in a particular product or service. When a user clicks on a listing ad or web ad, it means that they want to learn more about the product or service, or have some intention to purchase it.
Landing pages are created to lead these users to conversion (results such as purchases and applications on the CV website).
Landing pages generally have the following characteristics:
For example, if it is a product, first organize and write about the product’s characteristics, then create a page that will make users want the product, such as an explanation of how the product solves the user’s problem, examples of how it solves the problem, information about campaigns, etc. Masu. He creates a flow as if he were a veteran salesman holding a business negotiation. Therefore, a good landing page will naturally be vertical.
- Few links to other pages
Landing pages are created for the above purpose, so in most cases, links that send users to other pages during the explanation (business negotiation) are not created. Usually, at the bottom of the page, in the case of BtoB, there is a link to contact the sales person or to apply for a preview, and in the case of BtoC, there is a link to request information or to the purchase page.
Advantages and disadvantages of landing pages
The benefits of landing pages can be summarized as follows.
- Fewer users leave due to page movement
Even within the same company’s site, the number of users who leave increases as they move from page to page. If you start seeing information that is different from what you want, you will lose interest. Landing pages that do not have links to other pages are said to have less of this risk.
- Easy to lead to conversion
Landing pages are said to have a high CVR (conversion rate) because the information is consolidated on one page and explanations are provided step by step.
Landing pages have the advantage of being easy to convert, but they also have disadvantages.
- If the page is too long, people may get bored and leave the page.
It is said that the two main factors that cause users to leave a landing page are “double explanations” and “repetition of information.” It is necessary to keep in mind the information that the user would want to know, keep the explanation concise, and take measures to avoid making the page too long, such as by including videos in between.
- expensive to produce
Because landing pages are packed with information, they are time-consuming to create in-house, and are generally more expensive than other pages when outsourced. In this regard, you need to consider the cost of production, along with the price of the product or service, the expected sales volume, etc.
summary
◆In the world of marketing, a landing page is a page that serves as a link destination for listing advertisements, web advertisements, and SNS, and is used to persuade users to purchase products or services.
◆Landing pages consolidate information on one page. Because explanations are given step by step from top to bottom, they are said to be persuasive and have a high CVR.
◆The two main factors that cause users to leave a landing page are boring explanations and repetition of information. It is necessary to concisely summarize the information that users want to know, and to avoid making the page too long.