Buyer's Guideby Anita Babu,
Last Updated: October 9, 2018
When companies use independent web pages that don't reside on their main website domain to run special promotions, they're using landing pages. Landing pages are becoming more and more popular with increased visibility on social media channels and emails, and they're primarily used for marketing campaigns.
With these types of campaigns becoming ubiquitous in the marketing arena, landing pages are seeing more use thanks to the benefits they offer—namely, the ability to more easily manage multiple campaigns and promotions. Landing page software is designed to help users create and track these pages, as well as monitor their effectiveness.
In this guide, we'll cover the following topics surrounding landing page software:
What Is Landing Page Software?
Landing page software helps businesses create, track, monetize and promote marketing campaigns on various channels such as email, social media and their main websites.
Landing pages each contribute to a particular marketing campaign by encouraging page visitors to take a particular action; these are commonly referred to as calls to action, or CTAs. These CTAs could include:
- Buying a product
- Leaving their contact information
- Taking a survey
- Exploring other resources
A page visitor's interaction with your CTA can determine the success (or failure) of your ad or marketing campaign.
What makes landing pages so useful in marketing is the fact that users don't have to make major changes to their core websites in order to run these campaigns. Making tweaks to the code of a website is an intensive task for those without coding knowledge; one that small business owners may not have the budget or time to take on every time they run a promotion.
With landing page software, though, you can enjoy the freedom to create multiple web pages that link to your website but live independently, without the need for any coding knowledge.
Common Features of Landing Page Software
While not all software vendors offer the same functionality, here are some of the most common features of landing page software to consider:
|Mobile compatibility||Makes it easy for people to view your landing pages on their cell phone, tablet or other mobile devices, thus expanding your reach to even more website visitors.|
|Customized branding templates||Allows you to add your branding to pages and content even when you use prebuilt templates. This gives potential customers an idea of your brand, which is then reinforced when they visit your core website.|
|Content publishing site plug-ins||Lets you publish through various popular platforms (such as WordPress) via simple plug-ins, so you can leverage these tools for greater reach.|
|Campaign performance analytics||Gives you a view of how your landing pages are performing with detailed insight on leads, clicks, conversions and general visitor interaction with the page. This information enables you to better understand what elements of your campaigns work to make future campaigns even more successful.|
|SSL encryption||Ensures security for any information you collect through your pages so visitors know their data isn't being compromised. SSL certificates have become integral to proving how secure your website and landing pages are to visitors.|
|Leads insights||Helps you manage your leads with detailed analysis and insights about their interactions with your landing page. Verify their contact information to remove incorrect phone numbers and email addresses, and track their interactions with your page to develop specifically targeted campaigns that result in conversions.|
|A/B testing||Allows you to test out the success of certain elements on your landing pages as well as new ideas to optimize your pages.|
|Marketing automation||Capture lead behavior and use it to customize promotions and campaigns to increase your outreach. Use emails, discounts and other special offers to attract leads so they're encouraged to convert on their own.|
|Social media integration||Helps you reach a wider and more relevant audience. With greater competition, social media channels can help you close the gap between your competitors and big businesses.|
What Type of Buyer Are You?
Landing pages work for businesses of all types, including one-person businesses. For example, a real estate agent could advertise through social media channels, even if they've just started out and don't yet have a completed website. Landing pages would help them distribute vital information about their business quickly and efficiently.
Here are the broad categories of businesses that should consider using landing page software for their marketing campaigns:
Small businesses (one to 50 employees). This includes businesses such as startups, one-person operations, and single location businesses that are growing. As the main goal of these businesses is to gain new customers, they need to market themselves aggressively. That means using multiple channels and running many campaigns to attract leads and convert them.
Midsize businesses (50 to 100 employees). Businesses of this size need landing page software to gain new leads as well as retain existing clients. It's important to bring in new customers as well as maintain existing customers, so midsize businesses should be running promotions on two separate tracks: attraction and retention.
Large businesses (more than 100 employees). Enterprises usually have dedicated marketing departments that are divided by the different channels. These departments use landing page software independently for different function-based campaigns. Because of the often split nature of these marketing departments, large businesses may use multiple specialized landing page solutions.
Benefits and Potential Issues
In general, there are more benefits to using landing page software than there are issues. One of the biggest benefits being that these systems offer prebuilt templates and don't require an in-depth understanding of complex coding, so the marketing team can work on campaigns without having to involve IT staff or outside developers for coding requirements.
A few other benefits of landing page software include the ability to:
Save time creating marketing campaigns. With preexisting templates, your marketing team won't have to wait for your graphic designer or developer to design and code landing pages. This allows them to be in complete control of the campaigns and create more pages in less time. Analytics features also give real-time insight into a campaign's performance, so marketers can adjust quickly as needed.
Avoid the stress of rewriting code on your website. For those without coding knowledge or experience, rewriting code can be confusing and time intensive. Landing page software eliminates the stress of trying to correctly code a page that lives on your site and potentially making an error you don't know how to fix. You just add your custom branding and link to your website from the template, simplifying the entire process.
Save money by handling campaigns on your own. Having autonomy over your own marketing campaigns means you won't have to outsource marketing to a third-party agency. You get to exercise some creative freedom, work on your own schedule and save the money that marketing agencies usually charge for running campaigns on your behalf.
See campaign ROI in real time. Real-time insights allow you to see the campaign's performance and the rate of conversion. This is important for assessing the success of each campaign. With this data, you can pull campaigns that aren't as successful and create new strategies for upcoming campaigns with the A/B testing feature.
More time to focus on growing your business. By using landing page software to create and run promotions, you free up time to focus on other areas for business growth. You also save the time and energy of dealing with marketing agencies or outside teams repeatedly.
Pricing and Purchasing Options
The price of landing page software depends on the following key factors:
- The number of landing pages required
- The number of visitors
- The number of integrations needed
- The number and complexity of features included
Many vendors offer tiered pricing plans that go up in price as the factors listed above scale up. Most vendors offer a free trial period that ranges from 14 to 30 days. In these trials, users have access to the basic features as well as some advanced features. In addition, many vendors offer basic versions for free, so new users can try it out before deciding if they want to upgrade to a more advanced paid plan.
Landing page software vendors typically bill on an annual or monthly basis. Most vendors charge a reduced per month cost when you opt for annual billing.
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