Whether you are new to digital marketing or a seasoned professional, landing pages should be part of customer acquisition strategy. Today there are many tools besides custom coding a landing page. With SaaS programs like Instapage, the creation of landing pages ranges from the visually complex to the ultra simplified such as the AMP pages described in this article. With programs such as Instapage a designer can quickly setup targeted landing pages that have cross device and platform capabilities. However there are several big advantages of having a developer create a landing page theme that can be reused across products and services.

What is a Landing Page?

A landing page is just a separate webpage that has highly targeted and optimized content. This webpage serves as the “Landing Page” for your search engine, PPC, Display and email marketing ads. The content is highly targeted to the ad medium thus increasing conversions.

For example. For a recent project we helped MiriQ and PlayConn create custom landing pages that were designed with custom code so that features could be added that are not available in other SaaS programs like Instagood. In the case of these two clients we added direct integration to their self hosted email marketing program and their CRM system. Custom code was developed to capture data from ad urls which then can be used to create custom marketing segments.

What Kinds Of Landing Pages Are There

Landing pages vary in design and programming but one main theme throughout landing pages persists. Landing pages should quickly tell the visitor key product or service information above the fold. (Above the fold refers to content that is displayed in the browser window when the page loads.) In addition to key content ,the signup or call to action should also appear above the fold or immediately below in.

Depending on your product or service, placement of forms need to take into consideration what the customer expects. This is done through rigorous A/B testing. A/B testing uses different variations of content, copy, and module locations which can then be analyzed for the best performing aspects of each page. This is an essential part of the digital marketing strategy in order to maximize ROI.

There are numerous software and tools a webmaster can use for Landing Page Analysis. The most important part of creating effective A/B tests is to clearly define what the goal is. For example you may only being driving visitors to page that you have a remarketing pixel on. This allows you tag the customer and serve ads while they are surfing other places on the web. This is one of the most effective way to perform A/B testing since when the visitor will click the ad again they will be brought back to a different version and we can track the user journey from search to purchase.


Pros & Cons of Landing Page Programs

As mentioned above there are some great tools for designers to use without worrying about writing and debugging complicated code. Plus with many landing page programs the extra items such as Facebook OpenGrid and twitter cards are built in already.

The pros of using a landing page software is it is relatively easy to use when compared to custom coding and can help create multiple variations for A/B testing quickly. Many landing page programs allow you easily move content around and add your own images in a snap. In fact we use Instapage to create large amounts of landing pages variants quickly and completely.

The cons of using a landing page software is that there is little flexibility to integrate your own using custom code for things such as forms, url parameter capture and dynamic content per user such as serving a landing page that has facebook referral programs or special offers when a visitor comes to the page via facebook ads. We can even serve special content based on where, when and how many times the user has come to the page. This level of customization usually leads to much higher conversion rates and increases end user perceived value.


Why Google AMP is Changing Content and Landing Page Marketing Channels

Google’s new Accelerated Mobile Pages or AMP for short is helping marketers create landing pages and others create a exquisite mobile experience by loading page content nearly instantly. This is great and will increase customer experience and lead to increased conversions on form flls and ecommerce sites.

The start of Google AMP pages shows digital marketers that Google is moving steadfast in their commitment to increase users experience across devices. It also showcases one important concept that Google has always pushed: relevant content is king to search.

Since the AMP pages have limited features and some nifty google caching they load very very fast. The downside is that developers like us don’t have all the pretty parts of a website to create a refined conversion funnel. So developers and designers need to be creative in the content that they serve and the call to action they want the user to complete. Faster load times makes everyone happy but it also means that developers need to rethink they way they pitch their products.

With Google’s integration of machine learning in the organic and paid search, it is smarter than ever. This means that google will look at so much information before deciding which results are pertinent to the search that the specific user has entered. This means that if your website content is optimized with Google AMP there is much higher chance that your results will be shown in both paid and organic search before non-amp pages.

For more on Google AMP Pages and what they mean to Google Search Here