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In online marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is one web page that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the company 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 offer a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and maybe 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 having the ability to ascertain what activities the visitor is interested in taking the visitor is wasted. The objective 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 in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and instantly understand what the website is all about. If the landing page is loaded with valuable content, the visitors will be more inclined to keep on the website longer and explore each 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 optimized and created in this manner that they provide the information that draws the visitor in. This means there are a number of unique types of landing pages out there for digital advertising 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 searching for 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 business or friend. The purpose 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 keywords are to 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 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. 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 listing of landing pages.

For those who have a landing page on your website, 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’s pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you’re asking for failure.