In internet 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 that appears in response to clicking an internet 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 intended to provide a responsive and engaging experience for the visitor, so that they will return and supply feedback, recommendations and possibly even purchase. It’s vital 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 actions the visitor is interested in taking the visitor is wasted. The objective 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 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 provide 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 instantly understand what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the site longer and explore all of the pages on the site. The more information on the site, 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 . This means there are several unique types of landing pages out there for electronic marketing purposes. These different types of landing pages include:
A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or activity from the website. This might be anything from purchasing 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 site has to offer.
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 is to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it’ll be much more likely to convert.
If you’re making 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 test. 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.
For those who 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. For those who have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you are asking for failure.