Landing page

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A landing page (also landing page ; English landing page ), or landing page , rarely Marketing Page is a specially designed website , which for a mouse click on an ad or from a click on an entry in a search engine ( Google , Bing appears u a..). This landing page is optimized for the advertising medium and its target group . It is used in online marketing .

A landing page focuses on a certain offer, which is presented without distraction. An essential element is the integration of a response element (e.g. request form, link to the web shop or call-back button) that ensures easy interaction with the visitor.

Landing pages are not to be confused with doorway pages ( English doorway page ) whose intention is not direct advertising, but mainly for the purpose of search engine optimization and the "receiving" the user intended.

Characteristic

  • Each landing page should meet the user's expectations from the search terms or the advertising context (expectation conformity). On landing pages (almost) only the information has to be available which is necessary to reproduce information according to the search query or to reflect the content of the advertising material.
  • The landing page has to create and maintain the user’s trust in the content or brand presented.
  • Landing pages are only viewed for a short time in order to make decisions . If the landing page has not communicated the distinguishing features of the information or goods presented within these five to ten seconds, the page will be left again.
  • Landing pages should seduce the user into action. A prominent reference to the purpose of the page (buy, collaborate) should not be missing. This can be the generation of so-called qualified leads : For this purpose, visitors to the landing page must express their (non-binding) interest (in a service and / or in a product) by entering their name and email address in a form provided for this purpose. Such a request to interact on a website is called a "call-to-action".

Depth information

Potentially, every page of a website recorded by a search engine is a landing page. For this reason, each page of a presence should be structured in such a way that clearly structured, thematically delimited information that matches the search terms on the page is presented, which is supplemented by links to other sub-pages. In online marketing , landing pages are therefore used as a means for search engine optimization (SEO).

See also

literature

  • Frank Puscher: Precision landing . In: c't - magazine for computer technology , 16/2007, p. 190

Web links