Landing Pages: Why You Should Relate Them To Your Customer Journey
When you think about a sales funnel, the concept of the landing page usually comes to mind.
A landing page might be used as part of a paid search campaign, with keyword-targeted ads leading to a page on your site. Landing pages might also be curated for organic search, although this approach is less common.
No matter how you use landing pages, they always play an important role in your customer’s journey. They are a platform for you to spark up a conversion with buyers in the early stages of the customer journey.
Before getting into outreach strategy mode, let’s lay some of the basics down first.
What is a landing page exactly?
We can say that a landing page is any page on your site that has been built and/or optimized to convert new leads or customers. You collect new leads by getting visitors to take a desired action on the page, and the desired action will vary depending on the type of campaign you are running.
In paid search, for example, the landing page might be designed to encourage a new visitor to purchase the item that was advertised in the search engine results page. The purpose of this type of page is for converting a sale for someone nearing the end of the buyer's journey.
In organic search, a landing page might serve the purpose of getting new visitors to sign up for a newsletter. The purpose of this type of page is more transactional, more resource-focused. You want to offer visitors at the early stages of the buyer’s journey something of value, and in return, you ask for an email address.
In both cases, the landing page will be focused on collecting conversions and seamlessly ushering visitors through to a sale.
This leads us into strategy mode. How exactly can your landing pages be used to engage visitors in your story and offer them what they need in order to be convinced?
The Importance of the Buyer’s Journey
The buyer’s journey takes a holistic look at all the experiences a buyer has with your brand before and after purchasing.
In order to communicate effectively with buyers at different stages, proper segmentation is needed. A standard model of the buyer's journey goes something like:
· Awareness. The buyer is casually doing some searching and comes across your brand, either in paid search, organic search, or social media. Or they hear about you through word-of-mouth or some other means, but they are not keen on buying anything just yet. This is where a ‘Complete Guide’ or free infographic works wonders.
· Research. The buyer has decided they want to buy something and are in the process of researching which business has the best offering. Here they are looking for decisive information about what it is you offer, and why they should go with you over competitors. At this point you want to create product landing pages that have all pertinent product details front and centre.
· Purchase. The buyer is now weighing the pros and cons of each option and deciding which one to purchase. Here you want to make sure you have set-up logical steps for completing the desired action of the page (collecting leads or buying a product).
Once you have segmented your target audience into respective stages, you can use landing pages to communicate the right kind of information pertinent to customers in each stage.
Landing Pages in Action
Landing pages are a great tool for communicating the value of your company to an audience of new visitors. While the contents will always depend on the stage of the buyer's journey you are targeting, the conversion rate should remain high. If it’s not, you need to think harder about what questions your audience has, and how you can answer them better.