In internet 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 which appears in response to clicking an internet 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 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 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 having the ability to ascertain what activities 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 they invest more money. There are lots of factors involved in landing page optimization.
To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to take action. Normally, people browsing the internet will look at what is 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 keep on the website longer and explore all of the pages on the site. The more information on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be optimized and created in this manner that they provide the advice which draws the visitor in. This means there are several different types of landing pages out there for digital marketing purposes. These different types of landing pages include:
A good landing page should provide the visitor a solution or a call to action. This means the visitor is searching for 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 business or friend. The goal is to get the visitor to act on the information the site 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 result. If the landing page contains many possible buyer-targeted words, then it will be more likely to convert.
If you’re creating a landing page for conversion, then you will need to check the power 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 intact; and one team who see no headlines and just a list of landing pages.
For those who have a landing page on your site, 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 is pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or societal 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.