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 generally 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 designed to provide a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s vital 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 ascertain what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so that they invest more money. There are several factors involved in landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the internet will look at what’s a landing page and immediately understand what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the site longer and explore all of the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be optimized and created in such a manner that they provide the information that draws the visitor in. This means there are several different kinds of landing pages out there for digital marketing 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 seeking a particular outcome or action from the site. This could be anything from buying a product or service, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the website has to offer.
Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages which contain only relevant keywords. The less likely the key words must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be more likely to convert.
If you’re creating a landing page for conversion, then you will need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split your visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one group 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 want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will immediately leave, no matter how persuasive your website navigation or societal sharing icons may be. Your landing page is all you need to pull visitors to your site. Without a good landing page you’re asking for failure.