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 that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the business 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 your visitor, so they will return and supply feedback, recommendations and possibly 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 objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of 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 clients as repeat clients. Therefore, these pages must offer the visitor something of significance that grabs 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 all the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be optimized and created in this manner that they provide the information which draws the visitor in. This means there are a number of 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 particular 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 website has to offer.
Landing pages that contain a great deal of sales-related keywords are not as effective 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 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 need to check the power 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 site, and your headline and bullet points are the only thing making the visitor remain, 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 leave, no matter how persuasive your site navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.