In online 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 online search query, marketing promotion, email or an advertisement. The content of this web page typically contains 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 offer a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It is 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 determine 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 they spend more money. There are lots of factors involved in landing page optimization.
To start with, the principal objective of landing pages is to capture leads, convert them to clients 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 take action. Normally, people browsing the net will look at what’s 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 likely to keep on the website longer and explore each of the pages on the site. The more information on the website, 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 which draws the visitor . This means there are several different types of landing pages out there for digital advertising 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 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 website offers.
Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages which contain only relevant keywords. The less likely the keywords 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 will 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. Divide your traffic into two groups: one group who land on your landing page with the headline and bullet points intact; and one group who see no headlines and only 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 persuasive your website navigation or social sharing icons may be. Your landing page is all you need to pull visitors to your website. Without a great landing page you are asking for failure.