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 that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this 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 your visitor, so that they will return and supply feedback, recommendations and possibly 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 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 offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are several factors involved with landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and immediately know 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 the pages on the website. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.
Landing pages should be optimized and created in this way that they provide the advice which draws the visitor . This means there are several unique kinds 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 seeking a specific outcome or action 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 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 successful as landing pages that 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 contains 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 will need to check 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 just 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 stay, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you are asking for failure.