In online marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is a single web page that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically contains a brief description of the company 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 your visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It is 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 being able to determine what actions 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 invest more money. There are lots of factors involved with landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat clients. Thus, these pages must offer the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the visitors will be more likely to keep on the site longer and explore each of the pages on the site. The more content on the site, the better, because content drives traffic, and higher traffic equal higher sales.
Landing pages should be created and optimized in this manner that they provide the advice which draws the visitor in. This means there are several unique types 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. This means the visitor is searching for a specific outcome or activity from the site. This could be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the website offers.
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 key words must be used, the less likely the visitor would be 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 making a landing page for conversion, then you need to test the effectiveness 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 group who see no headlines and only a listing 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 stay, then you want to focus very specifically on this. For those who have nothing that’s 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 good landing page you are asking for failure.