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In online 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 that 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 the 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 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 several 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 clients. Therefore, these pages must offer the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the internet will look at what’s a landing page and instantly understand what the website is all about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the site longer and explore all the pages on the site. The more information 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 way that they provide the information which draws the visitor in. This means there are several different types of landing pages out there for digital marketing 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 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 goal is to get the visitor to act on the information the site has to offer.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the key words 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 need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split test. 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 just a listing of landing pages.

For those who 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. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your site navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a good landing page you’re asking for failure.