In online marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the business 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 your visitor, so 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 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 several factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net will look at what’s a landing page and immediately know what the website is all about. If the landing page is rich with valuable content, the visitors will be more likely to keep on the site 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 equal higher sales.
Landing pages should be optimized and created in such a manner that they provide the information that draws the visitor . This means there are a number of different 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. In other words, the visitor is searching for a particular outcome or action from the site. This might be anything from buying a service or product, 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 site has to offer.
Landing pages that contain tons of sales-related keywords are not as successful as landing pages which 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 potential buyer-targeted words, then it will be much more likely to convert.
If you are making a landing page for conversion, then you will need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split test. Divide 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 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 stay, then you want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you’re asking for failure.