In internet 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 company 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 designed to offer a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s very important 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 being able 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 several factors involved with landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Normally, people browsing the internet will look at what is a landing page and immediately know what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the website longer and explore each 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 this way that they provide the information which draws the visitor . This means there are several different types of landing pages out there for electronic marketing purposes. These different types of landing pages include:
A fantastic landing page should provide the visitor a solution or a call to action. In other words, the visitor is seeking a specific outcome or activity from the website. This could 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 site offers.
Landing pages that contain tons 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 is to click on them to act on any result. If the landing page contains many potential buyer-targeted words, then it’ll be more likely to convert.
If you’re making a landing page for conversion, then you 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 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 need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a great landing page you’re asking for failure.