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Landing pages have become an essential part of any companys e-marketing campaign. They ensure that potential customers are directed to the appropriate products or services that they are looking for. This means that they dont have to waste time trawling through pages and pages before finding what they are looking for. It basically provides an extension of their initial search request, or the link which they clicked on.
Another name for a Landing Pageis a lead capture page, which actually describes very concisely the precise aim of these pages. Basically, only a certain amount of information is given until some minimal customer information is given, such as an email address. The lead is therefore captured and you have another contact on your mailing list.
A visitor who makes the desired call to action, such as filling out a questionnaire is referred to as a conversion. This is the figure that e-marketing companies concentrate on. The success of a landing page is usually measured by its conversion rate- the percentage of people who complete the desired call to action. Of course there are certain things that can be done to increase your conversion rate and therefore, ultimately, increase your sales.
Typically a landing page will be reached via a link or an online advertisement. So obviously it is important to find the sites which are likely to provide you with the most relevant traffic. Landing Page should be visually captivating, whilst remaining fairly simple and clear. It is important that unnecessary graphics and text arent thrown in for the sake of it. The easier it is for customers to complete the call to action the higher your conversion rate will be.
It is unlikely that your landing page will be perfect straight away as it is difficult to know in advance the exact nature of the queries you will receive. Therefore, it is important to be able to adapt your landing page accordingly in order to make constant improvements to the content of your page. Internet marketing companies can test your landing pages and suggest what improvements need to be made. However here are some important things to be aware of when creating your landing page:
The advertising slogan should be short and catchy, placed at the top of the page.
A clear message outlining the issue, followed by a simple solution
It is very important that you use key words in the description of what the issue is.
With regards to the solution; it should provide the response in a basic form, without overly technical or detailed language. For example telescopic ladder should just be replaced with ladder.
Keeping this in mind when creating your Landing Page will lead to a clear, well-laid out site that will rapidly increase your number of contacts, and therefore your number of sales.