In online marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is a single web page that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the business and what it does. This landing page will typically be hosted by the company’s web development team. Many landing pages share a common theme, often an attractive logo or graphic logo, the “look what we do” motto or tagline. They may also display company information, contact information and frequently asked questions.
A landing page is intended to provide a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It is very important to provide a responsive experience so the visitor knows what steps to take next, what the options are and what they can expect to see next. Without being able to determine what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so that they spend more money. There are several factors involved in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat customers. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the net will look at what’s a landing page and instantly know what the website is all about. If the landing page is loaded with valuable content, the visitors will be more likely to stay on the site longer and explore each of the pages on the website. The more content on the site, the better, because content drives traffic, and higher traffic equal higher sales.
Landing pages should be created and optimized in such a way that they provide the information which draws the visitor in. This means there are several different kinds of landing pages out there for electronic advertising purposes. These different types of landing pages include:
A good landing page should provide the visitor a solution or a call to action. In other words, the visitor is searching for a specific outcome or activity from the website. This could be anything from purchasing a product or service, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the site has to offer.
Landing pages that contain tons of sales-related keywords are not as successful as landing pages that contain only relevant keywords. The less likely the keywords are to be used, the less likely the visitor is to click on them to act on any result. If the landing page contains many potential buyer-targeted words, then it’ll be much more likely to convert.
If you’re making a landing page for conversion, then you need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your traffic into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and only a listing of landing pages.
If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor stay, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.