Assignment 1 | Term 1: Landing Page

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Term 1: Landing Page

Category – Visit Characterization



            The landing page term is “a page view intended to identify the beginning of the user experience resulting from a defined marketing effort.” (Reed College of Media, 2018) Historically this term has coincided with the physical home page of website, however, this has evolved with increased segmentation and search engine marketing (SEM). The evolution has taken place to improve what Aviash Kaushik calls “the most important metric of Landing Pages,” the bounce rate. (Kaushik, 2004, p. 69)


            Landing pages are a categorized as a visit characterization, as they define the initial user experience the visitor is greeted with when they access the website. The page is specifically designed to provide cursory information and serve as a conduit for further action to be taken within the site. The goal is to prevent the visitor from “bouncing,” or accessing the site and taking no action before leaving. Landing pages should be noted as different than the “entry page,” which is the first page in the visit regardless of how a session is calculated, and without the intent of being the first page a user is supposed to visit. (Reed College of Media, 2018)


            A great solution that shows how landing pages have evolved is Unbounce. “Since 2009, Unbounce has helped marketers and digital agencies increase website and campaign conversions. Unbounce’s landing page and conversion marketing platform allows marketers to quickly create, launch and test high-converting landing pages, popups, and sticky bars without developers.” (Unbounce, n.d.). Their platform helps digital marketers create content specific landing pages that are best suited for pay-per-click advertising, such as SEM and display ads.


            An example of a product specific landing page is hosted by Southland Credit Union – https://autoloans.southalndcu.org/. (Southland Credit Union, 2018) I worked with Unbounce to create a dedicated landing page that tied in with our auto loan campaign, which included display ads and search engine marketing. This provided a much better experience for users instead of directing them to our website or the Auto Loans product page. The landing page allows for better conversion tracking to start an application. It also serves a toll-free phone number, which is unique to the campaign, to track calls coming in for applications.



(Southland Credit Union, n.d.)



            The use of Unbounce and a dedicated landing page for our digital advertising campaign saw an immediate impact to our bottom line. We were able to increase our conversions, including web and telephone applications, which translated into more auto loans for the organization. The bounce rate decreased from our previous tactic of directing them to the product page on our website. We surmised that with the increased calls to action, and the better visual presentation of the salient information, we were able to deliver a more refined experience the user was looking for to start their application.

            Like Southland Credit Union’s page, landing pages help a business accomplish their goals by focusing on applicable and personalized content. Personalization is the key, and the more that a site can collect relevant data on a user, the more they can deliver a personalized landing page. This allows for effective content distribution with the collected data to deliver effective ads and landing pages, which can lead to better results for the business.


References

Reed College of Media. (2018). Week 1 Lesson: Intro to Web Analytics and the Basics of Web

Analytics. Retrieved January 16, 2018.

Kaushik, A. (2010). Web Analytics 2.0. Indianapolis, Indiana: Wiley Publishing, Inc.

Unbounce. (n.d.). About Us. Unbounce.com. Retrieved from https://unbounce.com/about/

Southland Credit Union. (n.d.). Auto Loans. SouthlandCU.org. Retrieved from

            https://autoloans.southlandcu.org

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