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Landing Page Design Service

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What & When To Use A Landing Page!

The exact definition of a landing page is just what it sounds like: it’s the page your website visitors arrive at after clicking on a link. It could be your home page, or any other page in your site.

In online marketing a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.

Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analysing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.

Landing pages can help by anytime having control where people will be coming from, for goals where there is a specific transaction such as sales, registrations, sign-ups, etc. This is particularly true if you are paying for the traffic, with banner ads, sponsor links, or pay-per-click.
How a landing page can help increase response!

The biggest mistake made today by PPC advertisers is to send traffic directly to their home page. This leaves you with very little ability to track the visitor once they have arrived at your site.

More importantly, it gives your prospects a lot of opportunity to decide not to contact you. Consider a few of the reasons they might not contact you:

  • They might decide against your offer before they even know what it is
  • They could find your site too difficult to use and give up
  • They might have some urgent assignment & quit
  • The phone could ring and they could get distracted
  • Someone could show up at their desk needing to talk to them
  • Their computer could crash/ power failure
  • They could follow a link. from your site to another site and forget about you
  • and many more reasons...

Surveys reveal that most people spend less than 2 minutes at company web sites. Do you really want to spend your hard earned money sending people to a website where most will spend less than a minute and never even see your offer? That's like dumping your advertising budget down the drain.

On the landing page, the only way out is to buy your product, register for your newsletter, or use the back button! Doing this with your site could easily increase your results ten times.

You can thus maximize your results by creating a focused offer page (called a landing page in the web marketing industry.)

Types of landing pages

There are two types of landing pages: reference and transactional.

A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them. A special type of ‘reference landing page’ is the ‘webvert’, the marketing goal focuses on lead generation and interaction with the visitor. A webvert is not ‘transactional’ in nature. A webvert is a reference based, ethical landing page. The webverts consists of an advert, designed on the AIDA principle. The traffic is driven from Google Adwords and is designed for two specific marketing tactics:

  • To attain high Google Adwords landing page quality scores, the benefit being any Adwords campaign costs are minimized.
  • The webvert has a clear call to action, always with a reply form or clear way to engage.

The visitor traffic is immediate as the Adwords campaign relies on Google advertising to drive visitors to the webvert.

A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.

A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action.