1. In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
2. In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates.
Types of Landing Page
There are two types of landing page, reference and transactional.
- A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.
- A special type of 'reference landing page' is the 'webvert', the marketing goal focuses on lead generation and interaction with the visitor. A webvert is not 'transactional' in nature. A webvert is a reference based, ethical landing page. The webverts consists of an advert, deigned on the AIDA principle. The traffic is driven from Google Adwords and is designed for two specific marketing tactics;
1) To attain high Google Adwords landing page quality scores, the benefit being any Adwords campaign costs are minimized.
2) The webvert has a clear call to action, usually a reply form.
The visitor traffic is immediate as the webvert relies on Google advertising to drive visitors to the webvert.
- A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list.
A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages.[1] Some of the testing methods used are A/B testing and multivariate testing.
Components for a Complete Landing Page
The components for an effective Landing Page are the Landing page itself, a contact page, a privacy page and your terms and condition page. Reason being you are suppling all your visitors information about you and that they are protected. This is look favorable by search engine providers such as "Google" and protection from spamming laws.
What is a Privacy Policy?
The explosive growth of the web has led to many great things, but a few negative ones as well. The risk of the loss of privacy is one you should be aware of.
What is a privacy policy? In the simplest of terms, it is a statement by a site telling users how information is gathered on them and how it is used. This simple statement, however, misses much of the point regarding online privacy.
A privacy policy is really a statement of both disclosure and credibility. If a site obtains information from visitors, it should disclose to those people how it gathers and uses said information. More importantly, it should establish credibility with visitors by noting how it safeguards said information and the extent to which it allows third parties to access said information.
As a site owner, do you need a privacy policy? If you do not capture information from visitors, then you have no need for a privacy policy. The vast majority of sites, however, capture some information even if it is simply through cookie programs. In such a situation, you must have a privacy policy.
There are also jurisdictional issues with privacy policies. The federal law on privacy policies is fairly weak, but one state has strong laws – California. If you gather any information on California residents, you must comply with California privacy law regulations. If you do not, you are in violation of said laws and could face the legal consequences should the state attorney general get around to prosecuting your site. Since California is always in need of money, this may happen sooner than you think!
What is a Terms and Condition Page
If you are running a website that provides pricing information, advice or any other service, you may want to consider adding a terms and conditions page. This will absolve you of responsibility if anyone mistakenly uses your information for the wrong purposes, or wants to hold you liable for damages they have incurred by using your website or its information.Writing a terms and conditions page is not a science, but there are a few things you should know. This article will show you how to write a terms and conditions page for your website, to avoid legal issues you might encounter.
Net Business Design Clients Writing a Terms and Condition Pages
Step 1
First consider what you need to include on your terms and conditions page. What possible problems could someone encounter by using your site? What is your site's main purpose? What does your site not intend to do?
Step 2
Write down these issues and concerns on a piece of paper. Then order them according to importance. If you have a lawyer or know someone who is an expert in the field of law, ask him to look over your list of concerns (and your website) and give you advice on what to say and how to say it.
Step 3
Look at the terms and conditions pages of websites that are in the same industry as yours. Take note of what their terms and conditions are. Many sites that offer pricing information on cars, travel deals or other products always mention that prices can change. They also specfify that they do not sell or promote these products, although they may be affiliated with some of the merchants advertised on their site.
Step 4
Organize your issues and concerns into several topics. Topics that are typically addressed include privacy, copyright information, contact information, data and security, complaints, affiliations or website partners and refunds.
Step 5
Begin to write your terms and conditions. Express them in a clear and user-friendly tone. This is a legal document, but it does not have to be written in an overly legal voice, or be too authoritative or demeaning. Write it to clearly state what your site is about, what service it provides and how it provides that service. Also, be sure to address all legal concerns you might have, and fully explain those liabilities you do and do not accept.
Step 6
Carefully review your terms and conditions for spelling and grammar; then review it for accuracy. If issues arise that are not included in your terms and conditions, update the latter, and be sure to let your customers know that updates have been made. If possible, have a lawyer look over your new terms and conditions. If you can get someone to read your terms and conditions to give feedback, that will also be a great help.
What is SEO
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines. This gives a web site web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
The acronym "SEO" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
Another class of techniques, known as black hat SEO or Spamdexing, use methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.
