Landing Pages - What, Why, and How
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Landing Pages
Why, When and How to use them
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Why Landing Pages
Give the user what they want
Decrease Cost Per Conversion
Provide more from an email, social share, etc
![Page 3: Landing Pages - What, Why, and How](https://reader034.fdocuments.in/reader034/viewer/2022051608/5458c7e7af795998788b55b9/html5/thumbnails/3.jpg)
When You Should Use Landing Pages
Always…
Support Promotions
Support Online Advertising
Provide Personal User Experience (PURL)
Drive Conversions
Capture Data
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B to C
1.User searches for item
2.User sees the ad and clicks it
3.User lands on landing page
4.User purchases
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B to B
1.User researches product or service
2.User sees advertisement or social action
3.Influencer downloads white paper, case study, etc
4.Influencer receives nurture campaign
5.Influencer convinces Decision Maker
6.Decision Maker makes a purchase decision
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Segments
Typical Marketing Segments for B2B:•Decision Maker or Influencer•Company Size•Industry Status (industry leaders or newcomers)•Business Function (Data processing, design, accounting, human resources, etc)
Typical Marketing Segments for Consumers:•Potential (marketing to children or teens conditioning for the future)•Physical Characteristics-weight, height, etc)•Interests (cat vs dog lovers, sports, etc)•Education•Age•Gender•Demographics/culture/religion•Seasonal or Time related•Geography
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Good Landing Pages
1.Clear Call to Action
2.Value Proposition
3.Vital Info above the fold
4.Link to more details (complete user flow)
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Good Examples
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Bad Examples