Hey, You Landed Here: Landing Pages in Analytics

Welcome to In Awe of Analytics.  This blog is a place to explore analytics as a whole and learn about what makes analytics awesome.

What is a Landing Page?

A landing page is defined as "a page view intended to identify the beginning of the user experience resulting from a defined marketing effort" (Tietbohl, 2018). This means that a landing page is where people ended up on a website after they've interacted with a promotion of some type, whether that is a link, a Pin from Pinterest, a post from Facebook, or an email campaign.  

Types of Landing Pages

There are two main types of landing pages used for two different purposes.  Each deals with a call to action and offers just a small look at what the full website will offer ("What is a Landing Page?", 2018). 

The first type of landing page is strictly for lead generation ("What is a Landing Page?", 2018).  This landing page is simple and often displays a simple web form as the first thing seen ("What is a Landing Page?", 2018). 

(HubSpot, 2018)

The second type of landing page is just as simple, offering a single button to click through to the main website ("What is a Landing Page?", 2018).  These are often used for websites focused on ecommerce ("What is a Landing Page?", 2018).
(HubSpot, 2018)

The Uses of a Landing Page

Landing pages are extremely useful in that they are telling a business what promotional efforts are working and what are not.  Are those posts on Facebook being completely ignored?  What about the affiliate links with lifestyle bloggers in the blogosphere? Are the Pins bringing in more traffic than any other source?  Landing pages give a business or an analyst a good idea of where the traffic visiting their website found them.  Knowing that an email campaign is performing better than anything else would give marketers an idea of where they are going right.

What Landing Pages Mean to Analytics as a Whole

Landing pages are just one metric used as part of a whole to understand user behavior on a website.  Landing pages can be created for a single marketing campaign that will direct all traffic to one page and give users the same experience.  Imagine the use of such a page.  The landing page could offer highlights such as upcoming events that you may want your users to know.  It could highlight reasons as to why your product or business is better for that potential customer. It can explain something about your service or business that you want the customer to know right away. It can give some quick reference points about how something, say an app or a website, works or even start with a video displaying a user working through the website.

There are numerous examples of landing pages all over the Internet.  You have likely been on several in the last week alone and not realized that you were in the middle of a marketing pitch.  Landing pages greet you almost everywhere you go online, and they each have a goal in mind: get you to stay.  

References

HubSpot. (2018). Conversion Lab Landing Page. Retrieved from https://blog.hubspot.com/hs-fs/hubfs/conversion-lab-landing-page-1.png?noresize&t=1520905867700&width=660&height=472&name=conversion-lab-landing-page-1.png
HubSpot. (2018). Lyft Landing Page. Retrieved from https://blog.hubspot.com/hs-fs/hubfs/lyft-landing-page.png?t=1520905867700&width=667&height=501&name=lyft-landing-page.png
Tietbohl, M. (2018). Week 1 Lesson: Intro to Web Analytics and the Basics of Web Analytics. Ecampus.wvu.edu. Retrieved 12 March 2018, from https://ecampus.wvu.edu/webapps/blackboard/execute/displayLearningUnit?course_id=_99069_1&content_id=_4524698_1&framesetWrapped=true
What is a Landing Page?. (2018). Unbounce. Retrieved 12 March 2018, from 
       https://unbounce.com/landing-page-articles/what-is-a-landing-page/  


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