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 one web page which 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 designed to offer a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s 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 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 invest 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 into clients and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Normally, people browsing the internet will look at what is a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to keep on the website longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.
Landing pages should be optimized and created in such a manner that they provide the information that draws the visitor . This means there are several 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 specific outcome or action from the website. This might be anything from buying a service or product, 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 has to offer.
Landing pages that contain tons of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor is to click on them to act on any outcome. If the landing page comprises many potential buyer-targeted words, then it’ll be more likely to convert.
If you are making 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 test. Divide 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 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 stay, then you need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a good landing page you are asking for failure.