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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 one web page that appears in response to clicking an internet 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 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 offer a responsive and engaging experience for the visitor, so they will return and provide feedback, recommendations and possibly 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 actions the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to provide 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 main objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to keep on the site longer and explore each of the pages on the site. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be optimized and created in such a way that they provide the information which draws the visitor in. This means there are several unique types 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 action from the website. This might be anything from buying 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 website has to offer.

Landing pages that contain tons of sales-related keywords are not as effective as landing pages that 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 outcome. If the landing page contains many potential buyer-targeted words, then it will be much more likely to convert.

If you are creating 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 undamaged; and one group who see no headlines and only a listing of landing pages.

If you 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 immediately depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.