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In internet marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the web page typically contains a brief description of the company and what it does. This landing page will generally 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 provide a responsive and engaging experience for the visitor, so they will return and supply 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 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 in landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Normally, people browsing the internet 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 likely to stay on the site longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized in this manner that they provide the information that draws the visitor in. This means there are several different types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or action from the site. This might be anything from buying a service or product, signing up for a service or interacting with a company 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 effective as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page comprises many potential buyer-targeted words, then it will be more likely to convert.

If you are 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 intact; and one team who see no headlines and only a listing 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 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 leave, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.