In online marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is a single web page that appears in response to clicking an online 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 designed to offer a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It is 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 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 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 in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Therefore, these pages must provide the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the internet will look at what’s a landing page and immediately 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 each of the pages on the site. The more information on the website, the better, because content drives traffic, and higher traffic equal higher sales.
Landing pages should be created and optimized in such a way that they provide the information that draws the visitor in. This means there are a number of different kinds of landing pages out there for electronic advertising 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 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 purpose 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 successful as landing pages that 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 outcome. If the landing page comprises many possible buyer-targeted words, then it’ll be much more likely to convert.
If you are creating a landing page for conversion, then you need to test the effectiveness 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.
If you 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. If you have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you’re asking for failure.