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In online 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 online search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the company and what it does. This landing page will typically be hosted by the company’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’s very important 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 being able to ascertain 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 that they invest more money. There are several factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the internet will look at what is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay 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 higher traffic equivalent higher sales.

Landing pages should be optimized and created in this manner that they provide the information 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. In other words, the visitor is searching for a particular outcome or activity from the site. This could be anything from buying a product or service, 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 has to offer.

Landing pages that contain tons of sales-related keywords are not as effective 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 contains many possible buyer-targeted words, then it’ll be more likely to convert.

If you’re creating a landing page for conversion, then you need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split test. Divide your visitors 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 just a listing 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 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 immediately depart, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.