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 a single web page that appears in response to clicking an online 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 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 designed to provide a responsive and engaging experience for your visitor, so they will return and provide feedback, recommendations and maybe even purchase. It is 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 having the ability to determine what activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they spend more money. There are several factors involved in landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the internet will look at what’s a landing page and instantly understand what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the website longer and explore all the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be optimized and created in this way that they provide the advice which draws the visitor in. This means there are several different types of landing pages out there for electronic marketing 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 specific 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 purpose is to get the visitor to act on the information the site offers.
Landing pages that contain tons of sales-related keywords aren’t as successful 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 outcome. If the landing page comprises many possible buyer-targeted words, then it will be much more likely to convert.
If you’re creating a landing page for conversion, then you will need to test the effectiveness 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 undamaged; and one group who see no headlines and only a list 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’s pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a good landing page you’re asking for failure.