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 one 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 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 intended to provide a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It’s 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 having the ability to ascertain what actions the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer 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 with landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Thus, these pages must provide the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the net will look at what’s a landing page and immediately know what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the site longer and explore each the pages on the website. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.
Landing pages should be optimized and created in such a manner that they provide the advice that draws the visitor . This means there are several different types of landing pages out there for electronic marketing 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 activity from the website. This might be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website offers.
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 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 need to check 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 team who see no headlines and only a listing of landing pages.
If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor stay, then you want to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a great landing page you’re asking for failure.