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  • Angela Dobbie

Coming in for a Landing: Using Destination Pages with Digital Campaigns

"This is your captain speaking. We're making our final approach and will be landing at our destination momentarily."

These are very welcome words when you're nearing the end of a lengthy flight and are excited to be arriving at your destination. This same sentiment should apply when prospective customers click on your ads and come in for a landing at a one of your destination pages.

Airplane coming in for a landing.

What is a Destination Page?

A destination page - otherwise known as a sales page, landing page, or E-Commerce product page - is a page you direct traffic to from your digital campaigns that contains a specific offer or information you want to share with your target audience.

Destination pages are usually hosted on your website, although they can be hosted on other online platforms that are accessible by an HTML link. When hosted on your website, you can either integrate the sales landing page with your main site menu (and cross-link with other pages) or you may elect to have it "hidden".

When hidden, it is only accessible directly by the link - either through your digital ads, emails, newsletters etc. - and not visible to anyone who doesn't have the link. Hiding a destination page can have its benefits - details of which are outlined in the "Benefits of a Destination Page" section below.

How Does a Destination Page Work?

A destination page acts as the intermediary between your ads and your customer conversion, providing details on your offer and capturing leads along the way.

Depending on the products or services your company offers, a single ad may not provide enough incentive or detailed information to convince your prospective customer to make a purchase. By providing additional information on a sales landing

page - whether it's details of the offer or the product's benefits for the consumer - your initial touchpoint only needs to pique your audience's interest enough so they want to find out more by clicking the link to the destination page.

Looking for a product with online shopping.

Product pages on an E-commerce website are a great example of how a sales landing page works. A prospective customer sees an ad for the product and clicks the link that takes them to the product page - a destination page - where they are given more information on the product and details of the offer (the listed sale price). They then carry out an action - "add to cart" - and convert from a lead into a customer once the transaction is complete.

For products or services with sales cycles that go beyond an initial transaction, a destination page may be used to capture a lead's contact information so you can put them into your customer nurture stream for "warming up".

Once you've directed traffic from your social media ads or digital campaigns to your destination page, there are a few on-page elements that work together to drive your leads towards a sale.

Elements of a Destination Page

The formatting and content on destination pages can be as varied as the products or services they represent, however there are some basic elements that make them so effective:

Page Headline: also known as the page heading or Heading 1 (H1), this is the first thing your audience sees so should not only relate to the content the audience just linked from but also provide an overview of what's to follow.

Introductory Paragraph: The intro paragraph should be concise and engaging enough to draw the audience into reading the content that follows. The intro paragraph should also include the longtail keywords you've identified in your SEO keyword plan and search ads.

Offer Benefits: The benefits of your offer for your target audience should be clearly stated on the landing page. Identify what problem your product or service solves and how it can help your audience.

Offer: Once you've identified the benefits your offer provides to your audience, you're ready to introduce the offer itself. This is a brief overview of what you're selling, any descriptive information that applies (such as unit size, colour options, inclusions, materials, etc.) and the price.

Directions where to find info.

Call to action: Often referred to as the CTA, the call to action is the convincing words that guide the audience to the next step of the purchase process, such as "download form", "sign up", "get quote", "contact us", "learn more" or "add to cart". On a landing page, the call to action can be a button that links to a specific action, like opening an email window or activating a download.

Lead Capture: Lead capture is an embedded form or other mechanism used to capture contact information from page visitors, and is usually linked to the call to action. For example, if the CTA is "Get Quote", the lead capture form might include language such as "please provide your name, organization, email address and project details in the form below so we can provide a detailed quote." The form input windows are data fields that are linked directly to your CRM platform (Customer Relationship Management) or customer database.

Supporting Info: You may elect to provide additional information on your products or services beyond the basic offer, along with any page links, PDF downloads, and/or other product recommendations.

Secondary CTA: You may also elect to include a secondary call to action at the bottom of the page to encourage further or alternate actions, such as signing up for a newsletter or contacting a sales rep.

Images & Graphics: Whenever possible, use appropriate and/or proprietary images and graphics to support your content, add visual appeal to the destination page, and provide a visual link between the initial touchpoint and the destination page.

Benefits of a Destination Page

There are several reasons why a destination page is such a valuable component of your digital campaigns. Some of the benefits include:

  • The ability to "hide " the content from general website users and control who has access to the information by controlling where the link is used.

  • The ability to track results of campaigns by monitoring the page metrics - number of page visits, number of leads captured, number of sales made that can be attributed to a specific ad - all of which helps you determine the effectiveness of your offer and ability to convert.

  • The ability to offer select content to a specific audience by controlling where certain ads are directed on your site. For example, an ad targeting teens may direct the audience to a destination page that is written with a younger vernacular and has photos with teens using the product, whereas an ad targeting adults would direct the audience to a different page with different content and imagery.

Airplane coming in for a landing at sunset.

Where the Magic Happens

You may be fortunate enough to have products or services that "sell themselves " with just a single well-placed ad. For the rest of us however, we need an opportunity to gain our audience's attention a little bit longer to demonstrate how our products or services can solve a problem or add value to their lives.

This is why destination pages can be such a valuable tool in your digital marketing arsenal; they are where the real magic happens and you can convert a prospect into a paying customer.

If you need help with creating destination pages for your digital campaigns, send us a note - we'd be happy to lend a hand!

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