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 a single web page which appears in response to clicking an internet 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 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 your 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 choices 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 they invest 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 to clients and retain these clients as repeat clients. Thus, these pages must provide the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the internet 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 visitors will be more likely 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 higher traffic equivalent 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 several different kinds of landing pages out there for electronic advertising purposes. These different types of landing pages include:
A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or action from the website. This might be anything from purchasing a product or service, 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 has to offer.
Landing pages that contain a great deal of sales-related keywords aren’t as successful 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 comprises many potential buyer-targeted words, then it will be more likely to convert.
If you’re making a landing page for conversion, then you need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split 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 listing 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 want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you are asking for failure.