A landing page is a strategically structured and optimized web page in order to receive special attention from niche visitors. The aim of the landing page is to transform visitors into leads by determining them to complete conversion forms. These are built for potential customers to gain access to something of value and most of the time, free of charge like: e-books, invitations, trials, coupons, etc…
Creating this occasion, the marketer has the chance to reap information (e-mail, name, address) about people who are interested in their product. This information helps the company to get to know better its public and also, it can be used for future campaigns to attain better conversion rates.
On the landing page, marketers present their offer, placing information content in a structured form to encourage potential customers to become excited about the product promoted. A landing page is successfully developed once visitors complete the registration form found within it. The form has to be found in a visible place on the landing page and urge visitors to complete it in order to receive the wonderful product.
The landing page can get to the target market through different marketing channels including PPC (pay-per-click), e-mail marketing, social media, referral or direct traffic. You can use SEO (Search Engine Optimization) to make this page visible on the web (SERP – Search Engine Results Page) through different techniques and strategies. Your staff can include the URL of the landing page in PPC ads, in a specific article through affiliate marketing or build and e-mail campaign in which to include the link.
You can motivate your visitors to refer your landing page to someone else and give them additional incentives when they share it. Hence, you get a viral boost on your campaign and conversion rate is more meaningful than when you are not asking your users to recommend your landing page.
Data about how the landing page works can be gathered through Google Analytics. Furthermore, marketers can get access to important insights about visitors’ actions towards the product presented on the landing page.
The Landing Page section in Google Analytics can be found at Reporting and then choose Acquisition on the left menu in Dashboard. The landing page is integrated within Search Engine Optimisation (SEO) listed in the Acquisition.
A landing page is a destination page your visitors reach after they clicked the URL in SERP. The better the landing page is positioned in SERP, the more it brings quality traffic. Within the Landing Page category in Google Analytics, you can see how many times the link appeared in search engine (impressions), the number of clicks gathered (clicks), the position in SERP (average position) or the percentage of users who clicked the URL and arrived on the landing page (CTR clickthrough rate).
The pages with high CTR are the ones which receive many clicks and generate traffic. When the link of the landing page is on the first page and first places in Google, it means users engagement is strongest when amazing content exists. Check the pages which have a few clicks and low CTR to rewrite the articles and improve their metadata.
To check more details about your Landing Page, see Behaviour section from Google Analytics dashboard. Then go to Site Content where you will find your Landing Pages. Here you get details about sessions, new sessions, new users, bounce rate, average session duration or goal conversion rate.
If you want to see the traffic type (search, referral, direct) to your site, go to Secondary dimension (below the graphic) and choose Acquisition and then Traffic Type. You can understand better from where is your traffic of your website coming from and make the necessary adjustments in order to ensure that your business is on the right track.