Landing Page: Pros and Cons

In this article today, we will talk about Landing Pages. 

Now imagine you have enough money to buy a Ferrari. Key is in your hands and your dream car is in front of you. Before you leave the store, your salesman offers you a personalized package: your favorite unique color that is not on the standard color palette, your initials carved onto each door, or anything you could imagine that makes your car unique. Then, your Ferrari isn’t just a car owned by 1% of people worldwide anymore, it is the-Ferrari-of-only-you. Will you take it?
According to luxury car dealers, it is more difficult to sell extra packages than to sell the actual pension-worth car. People become pedantic when it comes to small decisions. 
This scenario may recall many of those business owners and marketing directors when making website design investment and considering ordering a “Landing Page”. Website design can be an expensive asset. “Should I go an extra mile for an accessory like Landing Page?”- many ask themselves.
Don’t worry, we are here to help you make the wisest and optimal choice. Let’s check out the pros and cons of investing in a website Landing Page. 
As we know, landing page is a special page(s) where users are taken to when they click on a link on referral sites, which the goal of achieving a single objective, either commercial or informative.

Pros: 

1. Relevance 

This is the most important function of a landing page. People may think why investing in a Landing Page while customers can be directed to those beautifully decorated Home Pages. This is a huge misperception. You will be surprised to know how impatient people are when they are online. Therefore, minimizing the number of clicks before customers get the information they want should be at the top of every website designers’ bibles  (if they have any)
It never seems to be less true that less is the new more”:
Simply put, with purposeful Landing Pages, you provide fast lanes for your target site visitors. It is like you transport your guests from the airports to their hotels by helicopters instead of making them wait in line for New York City taxi. 
This especially serves true for marketing campaigns with multiple segmentations. For example, you have a company that sells vegetables. You can have multiple Landing Pages specifically made for your business partners, or customers driven from social media (who are fitness fanatics) and those that are from mother-group (who are pedantic about nutrition and clean food). As they have different needs and interest, with different landing pages, you can customized content relevant for each group. 

2. Boost site traffic 

Do you know how many percent people actually type your domain name into their browser to reach to a website? Even if they know which pages they need, typing into that white-elegant box on Google seems to be more enchanting.
What I am trying to say is that there is a high percentage of online users that visiting your page is (sadly) not their first intention. And, probably, staying at your site is not really an option considering there are so many other cool things to do online. If you only have one shot of a couple seconds, or milliseconds to impress your customers and boost your site traffic, you’d better have a good landing page when they click on that referral link. 

3. Increase Domain Authority 

Google has been a good friend, and also a tough one to handle since they don’t seem to cease getting smarter. The algorithm and mathematics matrix that the Silicon-valley-hulk is using to rank websites on SERP is getting more and more complex. 
Nowadays, it is not just about keywords-stuffing, to-the-point headlines, reviews or backlinks anymore, but it is a right proportion of all of them. An attempt to overuse or lacking elements may sink your Domain Authority
Good news, a good landing page in SEO can increase your score on Domain Authority Ranking (as tracked by Open Site Explorer). 

4. Conversion Rate 

The next benefit of Landing Page is lower bounce rate, and increase conversion rate. 
So, basically among many landing page functions, there are two main types of them: click-through and Lead-gen landing pages.
Generating leads and increase conversion rates is at the heart of most landing pages. They should be simple enough to not distract page visitors’ focus. But also show sufficient and relevant information to convert actions to page. 

5.  Testing 

Another reason why you should invest in a landing page is its testing function. Think about it like this, you develop a new concept for the web, and don’t know how the audience will perceive it. 
What you can do is establish a landing page instead, and perform A/B testing or split testing. After calculating metrics such as site traffic, bounce rate of site visitors, you can see if those are the reactions and target customers you are looking for. 

Cons: 

1. Time 

Time invested in a landing page varies from a couple hours to days, weeks of working. Time length depends on site designers’ expertise, whether you DIY or hire a freelancer. It would be great if you had a good agency, who is responsible and passionate enough that they can take care of your landing page project with less time and lower budget. 

2. Budget 

Talking about budget, it is again a tradeoff between cost and benefits. 
Design can take 5-20 hours of working hours. Development can take 5-25 hours of working hours. Price per hour varies depending on expertise level. 
Whales have worked for a brand-name client in design industry whose landing page net them 50,000EUR over a couple days. So, a 5000EUR page in exchange for 50K profit is a bit more than a win, right? 

3. Analytics & Programming Understanding

Proper understanding of Programming and Designing has substantial impact on the results. It is recommended that you invest in guys who know what they are doing, and are passionate about it.
Still hesitate whether or not to invest in a Landing Page?
Contact Carlos
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