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In online marketing, a landing page or “lead capture page”, sometimes known as 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 supply feedback, recommendations and possibly 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 ascertain 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 they spend 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 to customers and retain these clients as repeat clients. Thus, these pages must offer the visitor something of significance that grabs their attention and compels them to take action. Normally, 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 rich with valuable content, the traffic will be more inclined to stay on the site longer and explore all the pages on the website. The more content 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 way that they provide the advice which draws the visitor . This means there are a number of different types of landing pages out there for electronic advertising 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 searching for a specific outcome or action from the site. This could be anything from purchasing a service or product, signing up for a service or interacting with a company or friend. The purpose is to get the visitor to act on the information the site offers.

Landing pages that contain a great deal of sales-related keywords aren’t as effective 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 possible 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 power of the headline, the copy, and the landing page. To do this, set up a simple split test. Split your traffic into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team who see no headlines and only a list 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 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 quickly leave, 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.