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 the 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 provide a responsive and engaging experience for your 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 options are and what they can expect to see next. Without having the ability to determine 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 that they invest more money. There are lots of factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and instantly know what the website is about. If the landing page is rich with valuable content, the visitors will be more likely to stay on the site longer and explore each the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in such a way that they provide the information that draws the visitor . This means there are a number of different kinds 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. In other words, the visitor is searching for a particular 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 company 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 aren’t as successful as landing pages that contain only relevant keywords. The less likely the keywords are to 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 will be more likely to convert.
If you’re making a landing page for conversion, then you will 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 traffic into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team who see no headlines and only a list 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 stay, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website 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 are asking for failure.