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In internet 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 that 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 business 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 designed to provide a responsive and engaging experience for the visitor, so that they will return and supply feedback, recommendations and maybe even purchase. It’s vital 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 objective of landing page optimization is to offer 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 in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat customers. Thus, these pages must offer the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and immediately know what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the website longer and explore each of the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be optimized and created in this manner that they provide the information that draws the visitor in. This means there are several different types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. In other words, the visitor is seeking a particular outcome or action from the site. This could be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the website offers.

Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages which 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 outcome. If the landing page contains many potential buyer-targeted words, then it’ll be more likely to convert.

If you’re creating 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 test. Divide your traffic into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one group who see no headlines and just a list 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. If you have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.