In internet marketing, a landing page or “lead capture page”, sometimes called a “single place 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 company and what it does. This landing page will generally be hosted by the business’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 the visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It’s 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 having the ability to ascertain what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer 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 principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat customers. Thus, these pages must offer the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the net will look at what’s a landing page and immediately know what the website is all about. If the landing page is rich with valuable content, the visitors will be more likely to stay on the website longer and explore each the pages on the website. The more information on the site, 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 unique types of landing pages out there for electronic marketing purposes. These different types of landing pages include:
A fantastic landing page should offer the visitor a solution or a call to action. In other words, the visitor is seeking a specific outcome or activity from the site. This might be anything from buying a service or product, 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 which 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 outcome. If the landing page contains many potential buyer-targeted words, then it’ll be much more likely to convert.
If you’re creating 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. Split 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.
For those who have a landing page on your site, and your headline and bullet points are the only thing making the visitor remain, then you need to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you’re asking for failure.