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In internet marketing, a landing page or “lead capture page”, sometimes called 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 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 designed to provide a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It’s vital 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 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 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. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the internet 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 traffic will be more likely to stay on the site longer and explore each the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in this manner that they provide the advice which 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 provide the visitor a solution or a call to action. This means 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 website has to offer.

Landing pages that contain tons of sales-related keywords are not as successful as landing pages which 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 outcome. If the landing page contains many possible buyer-targeted words, then it’ll be more likely to convert.

If you are making 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. Divide your traffic 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 only a list 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. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you are asking for failure.