Landing Page

A landing page is the page a visitor first arrives on after clicking a link, but in marketing it usually means a focused page designed around a single action. It removes distractions such as extra navigation and repeats one clear call to action.

Why it matters

A page whose message matches the ad or search that brought the visitor converts better than a general home page. Slow loading, a mismatch with the promise or a confusing form wastes paid traffic.

Test one element at a time, such as the headline or form length, and keep the page fast, since added seconds of load time usually cost conversions.

Example

A page for a monitoring service campaign:

Headline:    Know when your site goes down
Subhead:     Free checks every 5 minutes
Proof:       Customer logos or a short testimonial
Form:        Email only
Button:      Start monitoring

Common mistakes

• Sending different ads to one generic page.
• Asking for too many form fields.
• Using stock claims without evidence, or ignoring mobile layout.

Related

• Conversion rate
• Bounce rate
• Marketing funnel
• PPC

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