LANDING PAGE

Landing page : An active web page where customers will 'land' when they click your ad.

In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking a link or advertisement. Often, this page showcases content that is an extension of the link or ad, or the page is optimized for a specific keyword term or phrase to attract search engines.

Two types of landing pages
1.Reference landing page
2.Transactional landing page

A Reference landing page seeks to communicate information that is relevant to the visitor. These pages can include reference texts as well as dynamic compilations of relevant links or other online elements.

A Transactional landing page seeks to persuade a visitor to complete a transactional activity. These activities include sale of a product, service, or content, submission of information through a form or other interface, interaction with advertisements on the landing page, or any other form of measurable action desirable to the advertiser.

A landing page (in fact, every page) can only cause one of five actions:

1.Get a visitor to click (to go to another page, on your site or someone else's)
2.Get a visitor to buy
3.Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
4.Get a visitor to tell a friend(and the more subtle)
5.Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback

20 guidelines to create successful landing pages:

(1) The more you inform, the more you sell
(2) The product is the only protagonist
(3) Show your product
(4) Capture crucial data.
(5) Use graphics to support the promotional messages
(6) Include a winning offer
(7) The power of the "perceived value"
(8) Say it again, Gasparuccio
(9) Be persuasive
(10) The importance of "details"
(11) Give him good reasons to believe you
(12) Reinforce your credibility
13) Testimonials work
(14) Don't give him any possibility to choose
(15) Often repeat what to do
(16) Look at them straight into the eyes
(17) The content is all you have, treat it well!
(18) Show problems and then solve them
(19) Minimise the user's risks
(20) Try, verify, modify and verify again!