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 one web page which 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 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 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 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 lots of factors involved with landing page optimization.
To begin 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 take action. Normally, people browsing the internet will look at what is a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the visitors will be more likely to stay on the website 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 equivalent higher sales.
Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor . This means there are several unique kinds of landing pages out there for digital advertising 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 activity from the website. 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 offers.
Landing pages that contain a great deal 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 is to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be much more likely to convert.
If you are creating a landing page for conversion, then you will need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. 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.
For those who 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 compelling your site navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you’re asking for failure.