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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 a single 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 business 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 designed to provide a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and maybe 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 activities 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 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 to customers and retain these customers as repeat clients. Thus, these pages must offer the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the internet will look at what’s a landing page and immediately understand what the website is all about. If the landing page is loaded with valuable content, the traffic will be more likely to stay on the site longer and explore each of the pages on the website. The more information on the website, the better, because content drives traffic, and higher traffic equal higher sales.

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

A good landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or activity from the website. This could 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 has to offer.

Landing pages that contain tons of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the keywords 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 possible 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 effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split test. Divide your visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one group who see no headlines and just 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 want 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 persuasive your website navigation or social sharing icons might be. Your landing page is all you want to pull visitors to your website. Without a good landing page you’re asking for failure.