Landing Page

How to optimize a landing page

The landing page is the page we want users to see when, for example, they click on an AdWords ad. To optimize the landing page is a good practice for several reasons, first because placing itself as “one-shot” product, wants to provide relevant information we want the user to see immediately (promotions, the presentation of a service or products to buy). At the same time, through appropriate strategies of call-to-action, encouraging the action that we want the user did on the page.

In order to provide a professional service, NUR S.r.l. within complex projects of Internet Marketing arranges during the setting of SEM strategy the opportunity to create special landing pages that work synergy with other types of assets, such as Google AdWords pay x click campaigns. These are studied and developed starting from a proper architecture of the content in the page, arranged in a functional manner to support the strategic goals set. Because of this provision, it will be set a graphic design incorporating the brand corporate and highlights the message (or content) in a functional manner, with particular attention to call-to-action strategies. All this verifying the compatibility with all browsers and devices (desktop, tablet, smartphone) and above all, paying particular attention to all the usability criteria that can facilitate the browsing experience of the user.

Different kinds of landing pages

We can identify three main types of landing pages that can be realized, and which are an integral part of SEM strategy studied according to the goals to be achieved:

  • Referential landing page, created with the aim of conveying detailed information on target with the specific research carried out by the user.
  • Transactional landing page, are the most commonly used because they contain a message that pushes the user to complete a specific action (buy a product, fill out a contact form, etc ...).
  • Squeeze page, variant of the transactional landing, has the main objective of collecting name and email address, for example, to create a database for the newsletter.

Landing page goals

The stated aim of a landing page is to make sure that the highest number of visitors landing on the landing page come to fulfill the planned action. The relationship between the number of users viewing the page, and those who make the action determines the conversion rate (CR): the efficiency index of the landing page.


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