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 which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the business and what it does. This landing page will typically 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 offer a responsive and engaging experience for the visitor, so that they will return and supply 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 choices are and what they can expect to see next. Without being able 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 spend more money. There are lots of factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the visitors will be more likely to stay on the website longer and explore all the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. This means there are a number of different types of landing pages out there for digital advertising purposes. These different types of landing pages include:
A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or activity from the site. 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 site has to offer.
Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it will be much more likely to convert.
If you are making a landing page for conversion, then you need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide 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 just a list of landing pages.
If you 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 quickly leave, no matter how compelling your website navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.