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 that 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 business and what it does. This landing page will typically 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 determine 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 they spend more money. There are several factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat customers. Thus, these pages must provide the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the net will look at what is a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the traffic will be more likely 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 greater traffic equivalent higher sales.
Landing pages should be created and optimized in such a way that they provide the information which draws the visitor in. This means there are a number of unique types 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. In other words, the visitor is seeking a particular outcome or activity from the site. This might 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 has to offer.
Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it will be more likely to convert.
If you are making a landing page for conversion, then you need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide 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 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 want to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.