In online marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is one web page which appears in response to clicking an online 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 intended to provide a responsive and engaging experience for your visitor, so that they will return and supply feedback, recommendations and maybe 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 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 lots of factors involved in landing page optimization.
To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and instantly know what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the website longer and explore each of the pages on the website. The more information on the website, 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 advice which draws the visitor . This means there are a number of unique types of landing pages out there for digital advertising 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 site. This might be anything from purchasing 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 site offers.
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 contains many possible buyer-targeted words, then it’ll be more likely to convert.
If you’re creating a landing page for conversion, then you will need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide 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.
If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor remain, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your site navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you are asking for failure.