What is a landing page?

By | 04th Feb 2015 | 2 min read

A landing page is a web page a visitor lands on, usually by clicking on an advertisement or through search engine results.The landing page, also known as landers and lead capture page, is generally an extension of the advertisement or the link which the visitor clicked.

Landing pages are generally built for marketing purposes and are designed to fulfil a specific objective. The objective of landing pages may vary, but in most cases the fulfilment of this objective takes the visitor a step closer to the product or service offered by the company.

Types of Landing Pages:

Reference Landing Page: A reference landing page provides relevant information to the visitor using text, images, relevant links,and other such elements.

For example, a reference landing page includes information on how and what exactly the company can do to help the visitor achieve what he wants. The success of a landing page is often measured in terms of the revenue it generates or the number of converted leads.

Webvert is a popular type of reference landing page that utilizes the online keyword tool to it’s advantage. This economical tool can be used to efficiently funnel the targeted audience to the landing page.

Transactional Landing Page: A transactional landing page is designed to persuade the visitor to perform certain actions such as filling up forms. This is intended for immediate sales or generating strong leads.

A common strategy implemented in transactional landing pages is withholding information, until the potential client provides information about him/her and this shows that they are interested in the product/service and it can be used for direct marketing.

Most landing pages are designed to perform two tasks:Provide information to the visitor about the product or service which is assumed to be of interest to the visitor and to incite action from the visitor. In other words, the landing page is designed to produce either leads or sales.

Landing pages are very often linked with social media, email marketing campaigns, and search engine marketing campaigns. Web analytics tools can be used to analyse activity of the particular URL. Click-through rates and conversion rates can give a clear idea of the effectiveness of the advertisement.