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 the web page typically contains a brief description of the company and what it does. This landing page will generally 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 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 choices are and what they can expect to see next. Without being able to determine 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 they invest more money. There are several 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 customers as repeat customers. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the net will look at what is a landing page and instantly know what the website is about. If the landing page is loaded with valuable content, the traffic will be more likely to stay on the site longer and explore each 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 such a manner that they provide the information which draws the visitor . This means there are several unique 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 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 company 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 effective as landing pages that contain only relevant keywords. The less likely the keywords 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 potential buyer-targeted words, then it will be much more likely to convert.
If you’re creating a landing page for conversion, then you will need to test 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 group who see no headlines and only a listing 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 want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling 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’re asking for failure.