In internet marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is one web page that 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 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 intended to provide a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and maybe 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 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 that they invest more money. There are lots of factors involved with landing page optimization.
To begin with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the visitors will be more likely to stay on the website longer and explore each of the pages on the site. The more content on the site, 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 . This means there are several unique 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 particular outcome or action from the website. This might be anything from buying a product or service, signing up for a service or interacting with a company or friend. The goal 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 are not as effective as landing pages that contain only relevant keywords. The less likely the key words must be used, the less likely the visitor would be to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it’ll be much more likely to convert.
If you’re making a landing page for conversion, then you will need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your traffic into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team 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. If you have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.