Those who are familiar with SEO and search engine optimization , usually remember discussions about SEO when they hear the name Landing Page .
Of course, in SEO, there is also the discussion of landing page or landing page, but the principle of this discussion is broader and more serious, and in the content marketing space , it refers to various other concepts.
Types of landing page or landing page
The landing page is the first page through which visitors to your site or blog enter your content space.
Visitors usually do one of the following three things after viewing a landing page:
- They review the content of the page and close it.
- They go to another part of the site or blog through page links.
- They perform an action and another action other than viewing other pages.
Registering an email on the site or downloading a file or commenting under the content or even buying a product from the site can be examples of user actions.
The main landing page
The main and initial page of the site, which is also called the home, is usually a key landing page on any site or blog.
But the first page of a site is not necessarily the only landing page of that site.
For example, visitors may arrive at your site or blog post through a Google search .
So, the page that is introduced to the visitors through the search engine is actually considered a landing page.
Other landing pages
In addition to the first page of the site and the pages that appear in the search results, other landing pages can also exist on a site.
The following are some examples of landing pages that you have come across on many sites:
- Pages linked to other sites
- Featured pages in social network profiles
- Pages whose links are sent to others in messengers
- Pages that are linked in email marketing
- Pages that are introduced to users via SMS or from
- Pages that are introduced to users through mobile applications
Note that the purpose of all these pages is for the visitor to enter the site by clicking on them.
The importance of the landing page
The landing page is the showcase of the website and blog. Based on the landing page, the audience judges about the work, writing, product or a brand .
As your site or blog grows, you probably simply can’t manage all the landing pages, so you should probably pick a few key landing pages and spend more time on them.
Some of the following criteria or even their combination can be suitable for choosing key landing pages:
- Which pages do other sites link to?
- Which pages get the most traffic from Google and other search engines?
- Which pages are more profitable?
One page may have 50 entries per month and another page may have 5000 entries. But if you are selling a 100,000 Toman training package on a page with 50 entries, it makes sense to take it seriously and not remove it from the priority list because of relatively low traffic.
It should be mentioned that if you intend to send the link of some website or blog pages to others through Telegram or other messaging software and hope that it will spread virally, you should definitely use that page as a Pay serious attention to the landing page.
Landing page analysis
The first step in landing page analysis is to determine what purpose or goals the desired page serves. Of course, remember to look at the landing page from the perspective of the audience and the page visitor when analyzing the goals of the landing page. It doesn’t matter what the designer had in mind and how he thought, what matters is what actions the visitor is prompted to take when they land on that page.
Therefore, if you want to analyze your landing page, it might not be a bad idea to invite someone else to review that page and guess what the page designer intended.
Landing page goals
The following list can indicate what goals are usually considered in landing page design:
- Make a financial transaction
- Receive the visitor’s email
- Encouraging the visitor to call
- Persuading the visitor to send an SMS
- Encouraging visitors to visit in person
- Registering the visitor as a user on the site
- A visitor clicks on a link
- Encouraging the visitor to visit again in the future
- Send a message to the site
- Register a message or comment on the site
- Send page link to a friend
- Share page link on social platforms
- Obtain demographic information of visitors
- Download a file
- View a video online
- Listen online to the audio file
- Participate in a competition
- Refer to accounts related to the site in social networks
- Getting to know the name of the site or a brand
- Registration of RSS site or blog by the visitor
- Up-sell product supply
- Cross-sell product supply
- Ranking in search engines
Of course, a landing page usually isn’t just focused on one goal; Rather, it considers a main goal and a number of sub-goals at the same time. So whenever you want to analyze a website’s landing pages, you should be able to identify a key goal and a number of sub-goals.
Of course, secondary goals can also be prioritized. It is enough to put yourself in the place of the audience and see which goals motivate and stimulate him the most.
Landing page traffic
Another thing that we should be able to do in the analysis of the landing page is to check the structure of the incoming traffic. It means to see how the landing page is fed and receives input.
We should be able to identify at least two or three main sources of traffic to the page.
Several services such as Google Webmaster Tools and Google Analytics and UTM addressing can help you evaluate the origin of traffic and the contribution of each traffic source.
The Similar web tool is also suitable for checking the traffic status of the incoming site, but of course you have to use a filter breaker to access it.
It’s not a bad idea to visit a few sites that have linked to the landing page you want. There are many services for this. But maybe SEO Review Tools is a good option. But when analyzing backlinks, you should always use your own judgment. Items reported as backlinks are not necessarily the most important. Many of them are created intermittently without the knowledge of site administrators. But opening a few of them might give you some ideas.
Of course, pay attention to this very important point that the policy of some sites is to direct traffic from the site to social networks, and some sites, on the contrary, try to bring everyone from social networks to the site.
Of course, there is always traffic in both directions, but generally one of the two directions dominates.
With a little bit of research and intelligence, you should be able to identify which group the page you are looking for belongs to.
Another very important thing to do in landing page analysis is CTA or Call-To-Action analysis. That is, you should see if the content of the page and its design are in a way that encourages the audience to take action or not.
In the end, if you know other goals for the design of the login page, from which we may be able to get ideas, we will be happy if you share those goals with us.
