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In online marketing, a landing page or “lead capture page”, sometimes called 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 the web page typically contains a brief description of the business and what it does. This landing page will typically 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 offer a responsive and engaging experience for the visitor, so 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 determine what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide 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 begin with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and instantly know what the website is all about. If the landing page is rich with valuable content, the traffic will be more likely to stay on the website longer and explore all the pages on the website. The more content on the site, 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 that draws the visitor in. This means there are several different kinds of landing pages out there for digital 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 site. 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 site has to offer.

Landing pages that contain tons of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor is to click on them to act on any outcome. If the landing page comprises many potential 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 effectiveness 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 undamaged; and one group who see no headlines and just 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 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 quickly depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you’re asking for failure.