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 a single web page which 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 generally be hosted by the business’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 offer a responsive and engaging experience for the visitor, so 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 options 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 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 principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the net will look at what’s a landing page and instantly understand what the website is all about. If the landing page is loaded with valuable content, the traffic will be more likely to stay on the website longer and explore all of the pages on the website. The more content on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be created and optimized in this way that they provide the advice that draws the visitor in. This means there are several different kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:
A good 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 site. This might be anything from buying a service or product, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the site offers.
Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages which 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 potential buyer-targeted words, then it’ll be more likely to convert.
If you are creating 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 test. Split your visitors 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 site, and your headline and bullet points are the only thing making the visitor stay, then you need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will immediately leave, no matter how persuasive your site navigation or societal sharing icons may be. Your landing page is all you need to pull visitors to your site. Without a great landing page you’re asking for failure.