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 online 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 offer a responsive and engaging experience for the visitor, so they will return and provide 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 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 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 begin with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat clients. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and immediately know what the website is all about. If the landing page is loaded with valuable content, the visitors will be more likely to keep 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 greater traffic equal higher sales.
Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:
A good landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or action from the site. This might be anything from buying a product or service, 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 that 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 result. If the landing page comprises many potential buyer-targeted words, then it’ll be more likely to convert.
If you’re creating a landing page for conversion, then you need to check the effectiveness 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 team 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 immediately leave, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you are asking for failure.