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 internet 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 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 your visitor, so that they will return and supply feedback, recommendations and possibly even purchase. It is 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 having the ability to ascertain what activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they spend more money. There are several factors involved in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of significance that grabs 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 loaded with valuable content, the visitors will be more inclined to keep on the site longer and explore each of the pages on the website. The more information on the site, the better, because content drives traffic, and higher traffic equal higher sales.
Landing pages should be created and optimized in this way that they provide the information that draws the visitor . This means there are a number of unique kinds 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 seeking a particular outcome or activity from the site. This could be anything from buying a product or service, 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 are not as successful as landing pages that contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor is to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it will be much more likely to convert.
If you’re creating 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 visitors 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 just 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 immediately leave, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a good landing page you’re asking for failure.