What is a landing page?
I mentioned yesterday that the second step in a funnel is often either a website or a landing page. So what is a landing page? And why do some people refer to them as a funnel?
A landing page is a single page website that is built for the sole purpose and mission to bring a potential customer to the point of committing to a sale. It is usually separate from the business website and could have limited information relating to the direct query that the customer is seeking.
An example from Facebook would be if you saw an advert for a fitness book. If you clicked on the ‘learn more’ button you might be directed to a landing page.
When you arrive at the landing page there is no selling of other items, only the item you responded to in the advert. There are no other distractions, whereas the businesses main website might derail you from committing as it could be for a fitness trainer or a gym overseas or on the other side of the country. The product would be no different and the benefits the same but somehow you are less likely to commit.
If you are only selling locally you will have less need for a landing page, as landing pages often take the personal out of the purchase.
Why is a landing page often referred to as a funnel?
You may receive further information on the first page and then be directed to a contact page or checkout. Sometimes once you make the original purchase you might even be directed to another landing page where you can purchase something else, like a video series to complement the book, or supplements, and once you click yes to this you could be sent further on down the funnel. The good news is that at any time you are free to stop.
Think about how often you find yourself purchasing off a landing page without ever seeing the businesses front door or website? They are very effective.