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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 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 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 that 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 aim 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 principal objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat customers. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. Normally, people browsing the internet will look at what is 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 website longer and explore each the pages on the website. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be optimized and created in this way that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for electronic marketing purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or activity from the website. This could be anything from purchasing 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 website has to offer.

Landing pages that contain a great deal of sales-related keywords aren’t 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 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 visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and just a listing 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 want to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you are asking for failure.