In internet marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is one web page that appears in response to clicking an internet 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 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 intended to offer a responsive and engaging experience for the visitor, so that they will return and supply feedback, recommendations and possibly even purchase. It is vital 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 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 provide the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of factors involved with landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these customers 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 net will look at what’s a landing page and instantly know 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 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 advice that 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 offer the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity from the website. This could be anything from purchasing a product or service, 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 tons of sales-related keywords aren’t as effective as landing pages which 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 possible buyer-targeted words, then it will be much more likely to convert.
If you’re 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 visitors 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 just a listing of landing pages.
For those who 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. For those who have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a great landing page you are asking for failure.