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In internet marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is one web page that 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 provide 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 options are and what they can expect to see next. Without having the ability 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 that they spend more money. There are several factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat clients. Thus, these pages must offer the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the internet will look at what’s a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the traffic will be more likely to keep on the site longer and explore all of the pages on the website. The more content on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. This means there are a number of different kinds 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 seeking 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 company or friend. The goal is to get the visitor to act on the information the site has to offer.

Landing pages that contain tons of sales-related keywords are not as effective as landing pages which 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 are making a landing page for conversion, then you 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 group who see no headlines and just 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. For those who have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a great landing page you are asking for failure.