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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 which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the 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 your visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It is 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 being able to determine what actions 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 several factors involved in landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. 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 likely to keep on the site longer and explore all 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 optimized and created in such a way that they provide the information which draws the visitor . This means there are a number of different types of landing pages out there for electronic advertising 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 searching for a specific outcome or action from the website. This might be anything from buying a product or service, signing up for a service or interacting with a company or friend. The purpose is to get the visitor to act on the information the website offers.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages which contain only relevant keywords. The less likely the keywords are to 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 will be more likely to convert.

If you are making a landing page for conversion, then you 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 intact; and one group who see no headlines and only a list 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 remain, then you need 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 persuasive your website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you’re asking for failure.