In internet marketing, a landing page or “lead capture page”, sometimes called a “single place 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 contains 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 designed to provide a responsive and engaging experience for the visitor, so that 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 provide 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 begin with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat clients. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the net will look at what’s a landing page and immediately know what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the site longer and explore all of the pages on the site. The more content on the site, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in this manner that they provide the advice that draws the visitor . This means there are a number of different kinds of landing pages out there for electronic 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 activity from the website. This could be anything from purchasing 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 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 contains many possible 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 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 undamaged; and one group who see no headlines and only a list 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 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 might be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you are asking for failure.