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In online marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically comprises 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 provide a responsive and engaging experience for the visitor, so that 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 choices 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 aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so that they spend more money. There are lots of factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Thus, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. Typically, people browsing the internet will look at what is a landing page and instantly know what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to keep on the site longer and explore each 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 advice that draws the visitor . This means there are a number of unique types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A fantastic 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 might 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 site has to offer.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the key words must 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 are making a landing page for conversion, then you need to check the effectiveness 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 intact; and one group 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 remain, 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 leave, no matter how compelling your site navigation or social sharing icons might be. Your landing page is all you want to pull visitors to your website. Without a great landing page you are asking for failure.