In online marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is one web page that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the web page typically comprises a brief description of the business 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 provide a responsive and engaging experience for the visitor, so 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 options are and what they can expect to see next. Without being able to determine 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 they spend more money. There are several factors involved in landing page optimization.
To begin with, the main objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net will look at what is a landing page and immediately know what the website is about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the website longer and explore each the pages on the site. The more information on the site, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be created and optimized in such a manner that they provide the advice which draws the visitor in. This means there are several unique kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:
A fantastic landing page should offer 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 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 tons of sales-related keywords are not as successful as landing pages that 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 outcome. If the landing page contains many potential buyer-targeted words, then it’ll be 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 group 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 want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your site navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your website. Without a good landing page you are asking for failure.