In online marketing, a landing page or “lead capture page”, sometimes called a “single place 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 the web page typically contains a brief description of the company 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 intended to offer a responsive and engaging experience for your 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 choices are and what they can expect to see next. Without being able 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 that they invest more money. There are lots of factors involved in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat customers. Thus, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the internet will look at what is a landing page and instantly know what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the site longer and explore all the pages on the website. The more information on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.
Landing pages should be optimized and created 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 electronic marketing purposes. These different types of landing pages include:
A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or action from the site. This could be anything from purchasing a product or service, 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 site offers.
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 keywords 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 possible buyer-targeted words, then it’ll be more likely to convert.
If you are making 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. Divide 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 just 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 quickly leave, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you are asking for failure.