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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 internet 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 typically 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 that they will return and provide feedback, recommendations and maybe 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 having the ability to ascertain what activities 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 that they spend more money. There are several factors involved with landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Thus, these pages must provide the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the internet will look at what is a landing page and immediately understand 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 each the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be optimized and created in this way that they provide the advice which draws the visitor . This means there are several different kinds of landing pages out there for digital marketing 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 specific 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 website has to offer.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages that 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 outcome. If the landing page contains many possible buyer-targeted words, then it’ll be more likely to convert.

If you are 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 test. Split 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 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 stay, then you want 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 persuasive your site navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you’re asking for failure.