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 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 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 designed to offer a responsive and engaging experience for the visitor, so they will return and provide feedback, recommendations and possibly even purchase. It’s 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 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 begin 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 significance 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 understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the website longer and explore all of the pages on the website. The more content 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 advice which draws the visitor in. This means there are a number of unique types of landing pages out there for electronic marketing 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 seeking a particular outcome or activity from the site. This could be anything from purchasing 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 website offers.
Landing pages that contain tons of sales-related keywords aren’t as successful as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page contains 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 effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split test. 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 site, and your headline and bullet points are the only thing making the visitor stay, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.