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 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 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’s 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 actions 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 several factors involved in landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to 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 instantly understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the site longer and explore each 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 created and optimized in such a manner that they provide the information that draws the visitor . This means there are a number of unique types of landing pages out there for electronic advertising purposes. These different types of landing pages include:
A fantastic 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 purchasing a service or product, signing up for a service or interacting with a company or friend. The purpose is to get the visitor to act on the information the website offers.
Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages that 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 will be more likely to convert.
If you’re creating a landing page for conversion, then you will 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 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 only a list 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 need to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your site navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you are asking for failure.