Think about every page on your site as a landing page and start converting all of your visitors into subscribers or buyers.
Many people think that a landing page is just one type of page. When you think of a landing page, what do you picture? A single page, long copy, highlighted text, lots of bolding and italicizing, strong headline?
Sure, that’s one design of a landing page, most likely a rapid conversion landing page or email capture page. Or maybe it’s a salesletter landing page selling a single eBook.
You see, a landing page has the purpose of attracting and converting. One type of landing page that we’ve defined is a meta tag page. The literal translation of a meta tag page is “a page about other pages“. A good example is the George Clooney page on People.com. Learn more about this type of page and how it converts traffic.
In reality, almost every page on your site is a landing page. If someone can come into your site via a search engine or targeted traffic (such as a link on direct mail), then that person is “landing” on your site. Where do they end up? A landing page. In our research process, we’ve determined that landing pages can be broken up into two main categories: organic landing pages and dedicated (or conversion) landing pages.
Organic landing pages are designed to attract website traffic and convert visitors into subscribers to your email newsletter. Publishers use organic landing pages when they can’t control where the user is going to enter (or “land” on) the website.
Generally, organic landing pages are wide open and full of content that the publisher has designed to be attractive to users and search engines. Essentially, an organic landing page is trying to be found using the Google, Yahoo! and MSN search engines.
Optimally, organic landing pages both attract targeted website traffic and convert those visitors into subscribers, buyers or registered users.
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Dedicated landing pages are designed to receive targeted website traffic and convert users into buyers or subscribers. They can coincidentally attract organic traffic, but are dedicated to converting traffic, regardless of the source.
Generally traffic arrives at dedicated landing pages via links from sources the publisher controls, such as PPC (pay-per-click), affiliate advertising, or paid advertising.
The sole purpose of a dedicated landing page is to get an order. Therefore, the e-commerce conversion architecture for dedicated landing pages is overt and aggressive. Their prominent text links, order buttons and order forms urge users to initiate transactions.
Here are some landing page tips we’ve written recently that may help you in designing, tracking and optimizing your landing pages: