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 one web page which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the web page typically contains 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 designed to provide a responsive and engaging experience for your visitor, so that they will return and supply feedback, recommendations and possibly even purchase. It is very important to provide a responsive experience so the visitor knows what steps to take next, what the choices are and what they can expect to see next. Without being able to determine 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 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 offer the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the net will look at what is a landing page and instantly understand what the website is about. If the landing page is rich with valuable content, the visitors will be more likely to keep on the site longer and explore each of the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. 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 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 site offers.
Landing pages that contain tons of sales-related keywords aren’t 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 result. If the landing page contains many potential buyer-targeted words, then it will be more likely to convert.
If you are creating a landing page for conversion, then you will need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split test. 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 website, and your headline and bullet points are the only thing making the visitor remain, then you need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you are asking for failure.