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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 which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the company 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 supply 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 options 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 aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they spend more money. There are several factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat customers. Therefore, 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 all about. If the landing page is loaded with valuable content, the traffic will be more likely to keep on the website longer and explore each the pages on the website. The more information on the site, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the advice which draws the visitor in. This means there are several unique types of landing pages out there for digital advertising purposes. These different types of landing pages include:

A fantastic 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 site. This might be anything from buying a service or product, 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 aren’t as effective as landing pages that 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 much more likely to convert.

If you are making 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 visitors 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 website, 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 is pulling the visitor in, then the visitor will quickly 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’re asking for failure.