Why Should You Create a Landing Page?
A post-click landing page is any web page not connected to your main website’s navigation. It’s the targeted page where your visitors land after they click an ad — this could be a PPC ad, a display ad or other types of online ads.
This is a PPC ad for Sendible, a social media scheduling service:
This is the post-click landing page connected with this ad:
This is a display ad for Kapost’s free demo:
Here is the post-click landing page visitors arrive at after clicking the ad:
The purpose of creating a post-click landing page is to encourage visitors to perform a specific conversion goal. The conversion goal varies depending on the campaign you’re running. Typical post-click landing page conversion goals include:
- Free product demo
- Sign up for email newsletter
- Download an ebook or white paper
- Watch a webinar
- Request a quote
- Get a free consultation
- Sign up for your service
Creating a post-click landing page is integral to the success of your marketing campaigns. Unlike homepages that typically promote every product and feature, a post-click landing page focuses on one offer — eliminating all distractions and increasing your chances of conversion.
To understand the importance of creating post-click landing pages, let’s compare Outbrain’s post-click landing page with its homepage and identify the main differences.
Here is Outbrain’s homepage:
The page includes:
- A navigation bar at the top
- Description of the features the service offers to publishers
- Company badges
- Statistical proof of the effectiveness of the service
- Customer testimonials
- Footer with many links directing you to different pages on the website
By contrast, here is Outbrain’s post-click landing page that’s promoting their content discovery feature:
The page has:
- A clear headline describing the offer
- A call-to-action button with a simple form
- A relevant image that explains the feature
- A customer testimonial that promotes the feature
- A pricing plan for visitors to learn more
- No navigation links
So, what are the main differences between Outbrain’s homepage and post-click landing page? The post-click landing page is much better for conversions because it has:
- No navigation links
- Only one conversion goal
When you create a targeted post-click landing page, you focus your visitors’ attention on one conversion goal. Any distractions (extra links and unnecessary page elements) get eliminated, which offers you a better chance of converting them on your post-click landing page.
Dedicated post-click landing pages help you target specific audiences while enabling you to collect valuable data in converting visitors… to customers.