I have never been on a plane, but I suspect that one of the scariest (and most important) parts of flying, is landing. I would imagine that hurdling toward the ground is never fun, but it could be slightly more enjoyable if its a smooth hurdling, with a nice even landing.
I think that’s why landing pages are called what they called, to make a consumer’s transition from social media, email, or an advertisement smooth, even and more efficient.
In case you didn’t know, a landing page is a web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from a main website. The landing page usually has one specific job and can be a gateway drug to the rest of a website.
Why is a landing page so important? Think of it like this. You come across an advertisement on ye old Facebook for a very specific event that you are interested in. You click on the ad and it takes you to a homepage of a website. You then have to navigate manually through the entire website to find your event. I don’t know about you but I would immediately be turned off and would head back to Facebook to scroll through pictures of cats and girls-I-went-to-high-school-with’s babies.
Let’s look at a more specific example, shall we? Below we have a landing page from Netflix that looks like its from a little back in the day.
This page was probably a shortened URL on a TV commercial or what came up when you clicked on a banner ad or email blast for a Netflix free trial. It’s main purpose was to feature the free trial and to get you to sign up.
Remember, landing pages are important. Help your consumers have a smooth landing when coming to your website, don’t let them crash and burn.
Bannan., K. J. (2013, March 28). Landing pages matter. Retrieved February 23, 2017, from http://adage.com/article/btob/landing-pages-matter/288690/