The Pros And Cons Of Landing Pages
In short, a landing page is one page fully dedicated to a call to action that gathers contact info. This can be set up through services like Unbounce, Instapage, Lander, or Wix. Some marketing professionals love landing pages but there are a few cons other marketing professionals acknowledge. Before choosing whether or not to implement a landing page, you should know both sides.
Landing pages are EASY TO USE, which is great for customers and for you. It’s easy to set up and easy for customers to click through buttons and graphics on your site.
You can A/B TEST with different designs and CTA’s. An appealing design can make all the difference with user engagement. When you have two versions of a page, you can instruct the service to direct half of users to the A page and the other half to the B page.
Landing pages give GREAT REPORTS with statistics and user activity right in the service’s analytics page.
These services can also TRACK LEADS AND LOGISTICS in conjunction with apps like Hubspot, Salesforce, or Marketo.
Although landing page systems gives a lot of data for you to work with, they LIMIT CREATIVE FREEDOM with the templates offered. If you want to be more creative, you could code your own website instead.
They can also LOWER WEBSITE TRAFFIC because your page is being hosted by another platform’s servers.
You would also be subject to ALTERNATE FORMATTING STANDARDS when trying to upload and format your own graphics or pictures.
This may also result in your site receiving LESS OVERALL ENGAGEMENT because of user interaction with the landing page as opposed to tabs like “about us” or “blog”.
Whether you choose to use a landing page service may come down to whether you value convenience or creativity. Whichever route you choose for your site, don’t be afraid to experiment. Despite what your company wants for the website, the main point you should take with you is that YOU SHOULD CONTINUALLY EXPERIMENT TO FIGURE OUT WHAT WORKS BEST.