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In online marketing, a landing page or “lead capture page”, sometimes known as a “single location 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 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 designed to offer a responsive and engaging experience for your visitor, so they will return and supply 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 options are and what they can expect to see next. Without being able to ascertain 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 start with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat customers. Thus, these pages must offer the visitor something of significance that catches 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 keep on the site longer and explore each of 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 optimized and created in this manner that they provide the advice that draws the visitor in. This means there are several different 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 specific outcome or action from the website. This might be anything from purchasing a product or service, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the site offers.

Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages which 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 contains many possible buyer-targeted words, then it’ll be much more likely to convert.

If you are making a landing page for conversion, then you need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split test. Split 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 list of landing pages.

If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor remain, then you need to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is all you want to pull visitors to your site. Without a great landing page you’re asking for failure.