In online marketing, a landing page or “lead capture page”, sometimes called a “single place 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 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 intended to offer a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and maybe even purchase. It’s 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 being able to determine what actions the visitor is interested in taking the visitor is wasted. The aim 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 lots of factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Thus, these pages must offer the visitor something of significance 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 all about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in this way that they provide the advice which draws the visitor in. This means there are a number of different kinds of landing pages out there for digital advertising 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 searching for a specific outcome or action from the site. This could be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the website offers.
Landing pages that contain tons of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the key words must 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 are 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 evaluation. Split 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 site, and your headline and bullet points are the only thing making the visitor remain, 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 leave, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you are asking for failure.