Clicking Me Softly: A Five-Day Crash Course in Conversion (Day 4)

In day three of our five-day crash course on conversion, we covered why your homepage is likely not the right choice for conversion success, and four reasons why you'd want to avoid using it as your landing page. In part four of our conversion series, you'll learn how landing pages can be a pivotal way to keep campaign messages aligned from ad to page

Day 4: An Introduction to Landing Pages

Technically speaking, a landing page is any page on your website that customers arrive at or "land" on. However, for the purposes of this crash course, when I say landing page I'm referring to a page that is created as a standalone entity—a campaign or promotion specific page—designed to be free from the shackles of your homepage (as identified on day 3).

Standalone landing pages have a few general characteristics:

• No global navigation. Customers are prevented from wandering off the conversion path.
• Single entry paths. The pages are accessible only via a promotion- or campaign-specific marketing link (e.g., social media, PPC, email, banner ad).
• One conversion goal. The page has one purpose and usually a single, primary call to action.

A good example of a standalone, campaign-specific landing page is this one from Webtrends:

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