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In internet 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 internet 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 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 provide feedback, recommendations and maybe even purchase. It’s 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 activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are several factors involved with landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat customers. Therefore, 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 is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the visitors 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 higher traffic equivalent higher sales.

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

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or activity from the site. This could be anything from buying a service or product, 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 has to offer.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages that contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page comprises many potential buyer-targeted words, then it will be much more likely to convert.

If you are making a landing page for conversion, then you will need to test the power 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 leave, no matter how compelling your website navigation or societal 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.