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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 one web page which 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 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 the visitor, so they will return and provide feedback, recommendations and possibly even purchase. It is very important 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 determine 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 they spend more money. There are lots of factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore all of the pages on the website. The more content 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 way that they provide the information which 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. In other words, the visitor is searching for a particular outcome or action from the website. This could be anything from buying a service or product, 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 has to offer.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the key words must be used, the less likely the visitor is to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be much more likely to convert.

If you’re creating a landing page for conversion, then you will need to check 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 undamaged; and one team 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 remain, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a good landing page you’re asking for failure.