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Before understanding the importance and impact of landing pages, it is essential to understand what it is and how it works. A landing page is a standalone page created especially for marketing or advertising purposes. A visitor lands up on this page after clicking on a Google Adwords ad or any other click bait. The landing pages are created with a single objective to get the user click the Call-To-Action (CTA). Many people confuse the landing page with the homepage. While homepage is the opening page of any website giving insight about the site containing a number of links, the landing page usually contains only one link (CTA) to take the user to another designated page. Adding a landing page to a website helps drive traffic and acquiring leads and advertises the expertise of the website. Optimizing the landing page is a long and complicated process but it is extremely essential to Search Engine Optimization (SEM). If done wrong, landing page optimization could have adverse effects on the traffic of the website but a few pointers could boost quality score and incoming traffic like never before: One main Call-To-Action (CTA) The purpose of a landing page is to get the user to take action. A laser focused landing page with a single CTA button which caters to the expertise and domain of the website converts better. Using benefit-oriented CTA also goes a long way in appealing to users, e.g. using “Get Free Sample” in place of “Download” or “Add to Cart and save 20%” in place of “Buy Now” instantly attracts people and could boost in traffic and actions taken. Benefit-Oriented headline A recent study showed that benefit oriented headline increases conversion rate by 4.3%. Users are always drawn towards freebies and benefits. The positive effects of the products rubs on the consumers. Understanding Customers The landing page needs to be in-line with the motivation, needs, desires and frustrations of the customers. The design needs to be user-centric and eye-catching yet simple with only a single CTA. Design The look and feel of the landing page is what attracts a new user in the first place. A visually attractive design which is pleasing on the eye helps get new traffic and marketing through word-of mouth. Optimizing a landing page is a time taking process which requires a team effort including a graphic designer, content developer and the IT team. There are a number of potential bottlenecks which could disrupt the traffic of the website but if planned and executed right, landing page optimization could do wonders to your website and business. To know more: https://binaryic.com/knowledge-center/landing-page-optimization/

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TripAdvisor wants to expand its reach in to your city by listing restaurants in your city on its website. This can be done via an app (that will be shared with you) and the details that you upload on the app. You are required to do the following: Go to different restaurants in Hyderabad and engage with Restaurant owners/managers. Introduce TripAdvisor to them. Explain them how getting featured on TripAdvisor would increase their visibility and attract more customers to their restaurants as people first visit online websites and shortlist restaurants that are featured on these websites. Convince them to put the TripAdvisor Sticker on their Restaurant by explaining the benefits the restaurant can derive out by displaying a tripAdvisor sticker: The stickers can attract customers with a name they know and trust The sticker will portray that the restaurant values customer’s feedback and reviews Restaurants can respond to the reviews they receive Even with Zomato and other stickers, TripAdvisor sticker will get more walk-in traffic, encourage customer reviews, and increase restaurant’s visibility. Roles & Responsibilities/Deliverables: It is mandatory for all the students to do the following: Go through the TripAdvisor website and understand it Attend the Training Program via Call Open the google form (through the link provided), Go through the form and understand it Collect all the collateral, authority letter, ID from the TL before kicking off Visit the Restaurant, meet the owner/manager, show the authority letter and the ID (provided by TripAdvisor) and then paste the front adhesive sticker on the glassdoor entrance/window (from inside) Only if the glass door/window near the entrance is not available or the owner/manager doesn’t agree at all, you can use the back adhesive stickers and stick them on the non-glass front doors/surfaces from outside. You are expected to click the following photos - Menu (1 Photo of Cover page with Restaurant Name), Restaurant Sticker Photo (1 photo with sticker & Restaurant Name, 1 photo with Restaurant Name and building entrance). Enter all the information in the google form Rename the Photos for each restaurant as follows: Restaurant Name_Menu (for menu cover pic), Restaurant Name_Sticker(for sticker with Restaurant name pic), Restaurant Name_Exterior(Restaurant name and surroundings pic) Upload all the pics in different subfolders for each restaurant in a folder on picasaweb.google.com (after renaming the pics) and share the folder with us. Update performance to Nishant on the same day Inform the TL/PM when taking off on a planned day due to any circumstances Return all the supplies, ID, Authority Letter, Collateral, and any other material provided after completion of the project Please make sure to share the details of the first restaurant that you visit and get it confirmed by me for any mistakes. You would not want to repeat the restaurant or waste your effort in case of pic not taken properly or information not duly filled.