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 a single web page that 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 business’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 supply feedback, recommendations and possibly even purchase. It is very important 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 begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Thus, these pages must offer the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and instantly understand what the website is about. If the landing page is rich with valuable content, the traffic will be more likely to stay on the website longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.
Landing pages should be optimized and created in such a way that they provide the advice that draws the visitor . This means there are a number of different types of landing pages out there for digital marketing purposes. These different types of landing pages include:
A fantastic 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 website. This could 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 website offers.
Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the keywords are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page contains many possible buyer-targeted words, then it will be much more likely to convert.
If you’re making a landing page for conversion, then you need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your traffic 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 only a listing of landing pages.
If you have a landing page on your site, and your headline and bullet points are the only thing making the visitor stay, then you want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.