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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 which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically comprises 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 they will return and provide feedback, recommendations and maybe even purchase. It’s very important 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 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 spend 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 to customers and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of significance that catches their attention and compels them to do it. Typically, people browsing the net 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 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 higher traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the information that draws the visitor . This means there are several unique types of landing pages out there for electronic marketing 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 searching for a specific outcome or activity from the website. This could be anything from buying 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 site offers.

Landing pages that contain tons of sales-related keywords are not as effective 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 contains many potential buyer-targeted words, then it will be much more likely to convert.

If you are making 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 evaluation. Divide your traffic 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 website, 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 quickly leave, no matter how compelling your site navigation or societal 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.