In online 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 comprises 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 designed to offer a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and possibly 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 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 that they invest more money. There are several factors involved in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. Typically, people browsing the net will look at what’s a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the site longer and explore all of the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be created and optimized in this manner that they provide the information which draws the visitor . This means there are several different kinds of landing pages out there for electronic marketing 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 seeking a particular outcome or action from the website. This could be anything from buying a service or product, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the website offers.
Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages which contain only relevant keywords. The less likely the key words are to 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 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 just 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 stay, then you need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.