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 one 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 they will return and provide feedback, recommendations and possibly even purchase. It is 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 being able to ascertain what activities 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 that they spend more money. There are several factors involved with landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Therefore, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Normally, people browsing the net 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 likely to keep on the site longer and explore all the pages on the site. 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 this 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 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 business or friend. The goal 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 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 are making a landing page for conversion, then you will need to test the effectiveness 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 undamaged; 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 need 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 persuasive your site navigation or social sharing icons may be. Your landing page is all you need to pull visitors to your site. Without a good landing page you are asking for failure.