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 online 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 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 your 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 choices are and what they can expect to see next. Without having the ability to determine what actions the visitor is interested in taking the visitor is wasted. The objective 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 with landing page optimization.
To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net 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 traffic will be more likely to keep on the website longer and explore all the pages on the site. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.
Landing pages should be created and optimized in such a manner that they provide the advice that draws the visitor . This means there are a number of different types of landing pages out there for electronic marketing purposes. These different types of landing pages include:
A good landing page should offer the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or activity from the site. This might be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website has to offer.
Landing pages that contain tons of sales-related keywords are not 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 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 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 just a listing 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 want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you are asking for failure.