Most experts
in the Digital Analytics world are familiar with what a Landing page is and its
significance. Wikipedia defines a Landing Page as “a single web page that appears in response to clicking on a search engine optimized search
result or an online advertisement that is meant to convert site visitors into
sales or leads”. [1] But another possibly under-utilized
web marketing technique is the use of the actual Ads or what are called Mini-Sites
as mini-Landing pages. These are the advertisements that sells a websites
Landing page!
It does not
matter if your website has one page or hundreds, identifying and optimizing
your Landing page is vital to the success of your website. No matter the
purpose, whether your site was written as a source of information or your goal
is to generate sales, it is very important to accurately measure traffic on
your site to isolate those pages that are ground zero for entrance to your website.
After all what good is a website if it can’t draw in traffic and generate intended
conversions? The Mini-Landing page or site just adds another measurable way to
draw in visitors to a site. Mini-Landing pages are typically Ad based versus Mini-sites
which contain significantly more information where “multiple pages are
presented in a single navigable view, much like a traditional web site.” [5]
So what elements
make a good text Ad or mini-Landing site? In general the mini-Landing page has
very similar features to an actual Landing page just on a smaller more refined
scale. In an article by Paras Chopra on the Search Engine Journal Website a
mini-landing page ad should have the following elements to be most successful. [2]
Main Elements of a good Mini-Landing Page
Ad
Clear Purpose and Direction
The
mini-Landing page should be very straight forward in its purpose and guide the
visitor to the intended next location, which in this case, is your website’s Landing
page. It is however even more critical that the ad has a short, straight
forward headline with no unnecessary fluff that may confuse or distract the
visitor from the intended goal. It should quickly catch the reader’s attention
with a key idea or offer that motivates a visitor to your website. Effective persuasion
is the key here!
Catchy Text and Visuals
Customers reading
your ad should be able to tell almost immediately what the purpose of the page
is. It should be very plainly written and obvious. Any text should be clear and
to the point, and properly sized and placed. Your visuals should quickly provide
the reader with the knowledge of how your offer is relatable to them. [2]
Example of
a mini-Landing page provided by unbounce.com
Social Evidence
Nothing
sells better than a recommendation or positive feedback from another visitor.
It helps to apply some measure of “social proof” [2]
if possible that your website can deliver exactly what is being advertised. It
can be in the form of trusted symbols establishing achievements or awards your
website may have earned providing verifiable proof of a websites legitimacy and
standards. Relevant text specifically indicating who the ad is intended for works
well also. [2]
“Call to Action” [2]
Last but
certainly not least is the request for the customer to actually click on the ad
leading them to your website’s Landing page.
Regardless
of which technique is chosen to represent a website, either would be beneficial
in providing additional track-able ways to generate traffic to your site.
Example of a mini-Landing site
provided by heaventhemes.com
Checkout the
following articles for more detailed information on creating a mini-Landing
page Ad or Site.
How to Write a Killer AdWords Ad by Treating It a Mini Landing Page for a more detailed listing of the
elements recommended for a great ad. [2]
Landing Pages or Mini-site? By Josiah Williams at Notationgroup.com
for an interesting article on mini-sites. [4]
References:
5. 5. http://www.unbounce.com
6. 6. http://heaventhemes.com
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