In online marketing, a landing page or “lead capture page”, sometimes called a “single location 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 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 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 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 activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide 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 with 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 customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net will look at what is 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 keep on the site longer and explore all of the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.
Landing pages should be optimized and created in this way that they provide the information that draws the visitor in. This means there are several different types of landing pages out there for digital marketing purposes. These different types of landing pages include:
A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity from the website. This might be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the website offers.
Landing pages that contain a great deal of sales-related keywords are not 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 outcome. If the landing page contains many potential buyer-targeted words, then it’ll be much more likely to convert.
If you are making a landing page for conversion, then you will 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 visitors into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team who see no headlines and only a listing 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 remain, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.