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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 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 intended to provide a responsive and engaging experience for your visitor, so they will return and provide feedback, recommendations and possibly even purchase. It’s very important 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 ascertain what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so that they invest 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 customers as repeat clients. Thus, 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 is a landing page and immediately understand what the website is all about. If the landing page is loaded with valuable content, the visitors will be more inclined 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 this manner that they provide the advice which draws the visitor . This means there are a number of different kinds of landing pages out there for digital marketing purposes. These different types of landing pages include:

A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a specific outcome or action from the website. This could 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 site offers.

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 keywords are to be used, the less likely the visitor is to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be more likely to convert.

If you are making 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 test. Split 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 just a list 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 remain, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you are asking for failure.