A landing page is a standalone web page that is designed to capture a visitor’s attention and guide them to take a specific action. It is often used in digital marketing campaigns as a destination from pay-per-click advertising, email marketing, or social media campaigns, to drive conversions. Landing pages are usually separate from the main website and are optimized for a single conversion goal such as filling out a form, making a purchase, or signing up for a newsletter.
A landing page typically includes elements such as a headline, images, a form, and a call-to-action (CTA) button. These elements are designed to resonate with the visitor and guide them towards the conversion goal. The design and layout of the landing page are optimized for conversions, with the goal of reducing friction, minimizing distractions and maximizing the chances of the visitor taking the desired action.
Landing pages are an essential part of many digital marketing campaigns as they allow businesses to direct targeted traffic to a specific page, increase conversions and track the success of their campaigns. A common tactic used in conjunction with landing pages is A/B testing, where two slightly differing versions of the page are served up alternately to the stream of visitors. This process can, over time, increase conversion rates.