[1] The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number or an inquiry form.
If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area.
[citation needed] Landing pages originated with the IT departments of Microsoft in late 2003 in response to poor online sales of Office.
Marketing experts recommend websites remove the navigation menu and limit internal and external links on the page.
[citation needed] With the proliferation of competing social media and music distribution platforms a minimal landing page referred to as a smart link has appeared.
These are a short url, typically shared to existing fans, which leads to a landing page which only has links to the same content on multiple different platforms – enabling customers to choose where they complete their transaction.
A landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link.
LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences.
The goal is to test multiple versions of webpages (e.g. home page, product page or FAQ) or one specific element that changes between variation A and variation B (such as having a lead form on the left-hand side or having it placed on the right-hand side), to determine, which version is most appealing/effective.
[citation needed] Significant improvements can be seen through testing different copy text, form layouts, landing page images and background colours.
[citation needed] The first application of experimental design for MVLPO was performed by Moskowitz Jacobs Inc. in 1998 as a simulation/demonstration project for Lego.
[citation needed] Various eye-tracking tools have proven that people scan webpages in various patterns, but one of the most common for both desktop and mobile takes the form of a letter "F".
[10] The messaging on the page reinforces the reason for their click, reducing or removing confusion and therefore increasing conversion rates.