In internet marketing, a landing page or “lead capture page”, sometimes called a “single location 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 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 provide feedback, recommendations and possibly 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 objective 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 several factors involved in landing page optimization.
To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the net will look at what’s 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 inclined to stay on the website longer and explore each of the pages on the website. The more information on the site, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in such a manner that they provide the information that draws the visitor . This means there are a number of different types of landing pages out there for electronic marketing 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 particular outcome or action from the website. This could be anything from purchasing a service or product, 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 aren’t as effective as landing pages that contain only relevant keywords. The less likely the key words must be used, the less likely the visitor would be to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it will be much more likely to convert.
If you are making a landing page for conversion, then you will need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your visitors into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team who see no headlines and just 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 want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a good landing page you are asking for failure.