In online 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 which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically comprises a brief description of the business 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 vital to provide a responsive experience so the visitor knows what steps to take next, what the choices are and what they can expect to see next. Without having the ability to determine what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of factors involved with landing page optimization.
To begin with, the principal objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat customers. Thus, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. Typically, people browsing the net will look at what’s a landing page and instantly understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more likely to stay on the website longer and explore all of the pages on the website. The more information 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 unique kinds of landing pages out there for digital marketing purposes. These different types of landing pages include:
A good landing page should offer the visitor a solution or a call to action. This means the visitor is seeking a particular outcome or activity from the site. This might be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website offers.
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 would be to click on them to act on any outcome. If the landing page contains many potential buyer-targeted words, then it’ll be more likely to convert.
If you are making 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. Divide your traffic 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 just a list of landing pages.
For those who 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. If you have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you are asking for failure.