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Why your Landing Page isn't a Landing Page: Intro to Conversion Pages

Matthew Buckley
Sep 17, 2013 2:14:00 PM  |  Matthew Buckley

shutterstock_118515529-1By now you know, a group of New Breed employees celebrated all things marketing with a weekend in Boston at the HubSpot Inbound conference a few weeks back, and it was amazing. This unique and exciting experience gave us the opportunity to soak up the latest and greatest in inbound marketing strategies, techniques and methodologies. 

HubSpot's event allowed us to gain insight into valuable inbound content. One session in particular on How to Make a Killer Landing Page by Lucy Orloski of Yottaa, really caught my attention. This session was great, but it also made me think about the different approach that we take on landing pages. At New Breed, we call them conversion pages, while a landing page is an entirely different beast. This was an idea pioneered by our founder, Galen, and one that we've worked to incorporate into our own vocabulary and methodologies.

Here’s why we think you should too

During the discussion, Lucy gave a few different examples of "landing pages." One of them included an example from Blackberry, which she referred to as a bad landing page:

blackberry_landing_page

I would certainly agree that this is a bad conversion page, however, I wouldn’t necessary say that it is a bad “landing page", because it does meet what we consider landing page criteria:  

Landing Page

  • Includes main navigation
  • Multiple calls-to-action
  • Different conversion paths
  • Different possible actions for visitor to take

However, here’s where we draw the line between a landing and a conversion page, it would certainly be a terrible conversion page. In our eyes a conversion page should have these properties: 

Conversion Page

  • No main navigation
  • Single call-to-action
  • Single, unique conversion path
  • Only one possible, clearly defined action user can take

You can see evidence of these properties in our own conversion pages, such as this example that houses one of our premium content offers: 

New_Breed_Marketing_conversion_page

This meets our conversion page criteria as all navigation has been removed and the visitor has only one clear conversion path. 

Why is it important to differentiate between the two types of pages?

  • They both have distinct purposes from a marketing perspective
  • A successful conversion page will drive higher conversion rates
  • A landing page allows for targeting of multiple personas and allows them to self-identify their ideal top-of-funnel path with calls-to-actions directing to conversion pages

For example, we recently designed a landing page for a client campaign that focuses on creating change in the workplace. The biggest asset of which was a survey that could help a user see their strengths and areas for improvement of their ability to evoke positive change in the workplace. That survey appeared after a strong call-to-action (CTA) that led to the survey page where there was only one possible action, taking the survey. However, the CTA that took visitors to the survey was placed on the campaign landing page, which included various additional resources such as an e-book download, videos and other relevant content. Both these pages had two very different goals. One was to create a distinct conversion, the other to provide clear resources where visitors could choose which option they felt was best to educate themselves and further engage with our client.

Since there can be potential of creating bad landing and conversion pages, we feel it's important to understand the purpose and goal of each one before judging whether it's bad or good. We should also be looking at the broader picture of the two different marketing goals. 

Dynamic content is one way to accomplish this, but we still feel that there is a place for landing pages that can be targeted to multiple personas. A conversion page allows for a persona to identify themselves to the marketer and self-select what they see as their best top of the funnel pathway from a landing page. 

We know that this is a unique viewpoint and would love to hear your thoughts in the comments below. 

[Image Source: ShutterStock]

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Landing Pages

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Matthew Buckley

This post was written by Matthew Buckley

Matthew Buckley is New Breed's Lead Marketing Strategist. He specializes in developing successful inbound marketing programs and is a HubSpot expert. Matt’s expertise has led to the launch of many successful inbound marketing campaigns.

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