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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 which 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 business and what it does. This landing page will typically 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 offer a responsive and engaging experience for the visitor, so they will return and provide 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 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 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 invest 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 into customers and retain these customers as repeat customers. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to do it. 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 traffic will be more likely to keep on the site longer and explore all of the pages on the website. The more information on the site, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor . This means there are several unique kinds of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A fantastic landing page should offer the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or activity from the website. This could be anything from buying a product or service, signing up for a service or interacting with a company or friend. The purpose is to get the visitor to act on the information the site offers.

Landing pages that contain tons of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor is to click on them to act on any outcome. 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 need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. 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 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 remain, then you want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you’re asking for failure.