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In internet 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 that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically contains 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 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 options are and what they can expect to see next. Without being able to determine what activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide 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 begin with, the main objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat customers. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and instantly know what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore each of the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:

A fantastic landing page should offer 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 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 offers.

Landing pages that contain tons 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 comprises many possible buyer-targeted words, then it’ll be much more likely to convert.

If you are 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 evaluation. Split your traffic 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 need to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you are asking for failure.