Different types of landing page
We have to bear in mind that there are different types of landing pages that work best depending on the campaign objectives and whether it is a short-term or long-term campaign. There are three main choice. The first is a landing page integrated into the sites stucture and consistent with standard page templates and navigation for the site. The second is a single landing page specifically created for a campaign with a different look and feel, typically with the top navigation removed. The third is a tabbed landing page or microsite that provides more information
Here are some of the pros and cons.
Landing page option 1. Landing page(s) integrated into site architecture and style
It is most efficient in terms of effort in content creation to make landing pages part of the main site information architecture. The downside is that they may not work so well in terms of converting both direct referrers and browsers navigating from elsewhere on the site. They also need to be search optimised, which may add to costs of the campaign.
Such landing pages in particular category or product pages use what is known as deep linking.
Landing page option 2. Bespoke landing pages that are not part of the main site structure or style
These are used where a more “stripped down” page than standard content is required which focuses on converting visitors from an online ad campaign. Alternatively, if it is a short-term branding campaign then it may be more straightforward to create a microsite separate from the main site with a different look and feel. This often happens where resource cannot be found to create a microsite within the main site, or it is felt that the existing site look and feel cannot deliver the brand impact required.
So this approach is used since it can potentially produce higher conversion rates or produce a microsite more consistent with the campaign goals and style. The disadvantages are that this approach requires more effort and maintenance and often result in a poorer user experience since the page will look and work differently to elsewhere in the site. If it is a completely separate site with a separate domain, a big disadvantage of this approach is that due to the Google sandbox effect, it is not likely to be included in the search results for several months. Given this it is really essential that the site is incorporated within the same domain – for example www.quotemehappy.com redirects to the main Norwich Union site.
Landing page option 3. Microsites with several pages or tabbed landing pages
There is an obvious problem with option 2, many visitors to the page will not be at the right point in the buying cycle to convert. Yes, such a landing page will often increase single visit conversion rates because of its simplicity – limited choice and simplified messages, but it doesn’t offer sufficient information for site visitors not in “buying mode”.