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 one web page which 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 business and what it does. This landing page will typically 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 that they will return and supply feedback, recommendations and maybe 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 having the ability to ascertain what actions 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 that they invest more money. There are lots of factors involved in landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat clients. Thus, 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 instantly understand what the website is about. If the landing page is rich with valuable content, the traffic will be more likely to stay on the website longer and explore each the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.
Landing pages should be optimized and created in this way that they provide the advice that draws the visitor in. This means there are a number of different types of landing pages out there for electronic 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 particular outcome or activity from the site. 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 offers.
Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages which contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor is to click on them to act on any outcome. If the landing page comprises many possible buyer-targeted words, then it will be more likely to convert.
If you are 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 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 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 stay, 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 website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you are asking for failure.