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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 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 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 designed to provide a responsive and engaging experience for your visitor, so that they will return and supply feedback, recommendations and possibly even purchase. It’s 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 having the ability to ascertain what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so that they spend 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 customers as repeat customers. Thus, these pages must offer the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the internet will look at what is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to stay on the site longer and explore all the pages on the website. The more information 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 manner that they provide the information which draws the visitor . This means there are a number of unique types 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 seeking a particular outcome or action from the site. This could be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the site offers.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many possible 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 test the power 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 undamaged; and one team who see no headlines and only 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 want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your site navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you’re asking for failure.