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In online 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 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 company 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 intended to provide a responsive and engaging experience for the visitor, so 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 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 objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they invest 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 customers and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to do it. Normally, 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 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 equivalent higher sales.

Landing pages should be optimized and created in this way that they provide the information which draws the visitor in. This means there are a number of different types of landing pages out there for digital marketing 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 action from the website. This could be anything from purchasing a product or service, 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 website has to offer.

Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page contains 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 need to check 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.

If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor remain, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you are asking for failure.