Landing Page
A landing page is an informational or promotional webpage a user “lands on” after clicking a link. Most online advertisements link to a landing page that corresponds with the content of the ad.
Landing pages often have a simple design and a primary call to action, such as “Learn More,” “Download Now,” or “Buy Today.” The goal is to minimize distractions and guide the user to take a specific step. Some landing pages use the associated website template, while others may have a completely different design. They may be integrated into a website or published as “standalone” pages that do not link back to the primary site.
Examples of landing page entry points include:
A sponsored search result
A link in a marketing email
A link in a YouTube video
A button in an app, such as “Upgrade Now”
A promotional URL in a physical mailing
Landing pages commonly include analytics code for tracking and marketing purposes. The analytics data may include things like source/referrer, IP address, platform, and link clicks. These metrics help marketers determine how effective each landing page is and can be used for remarketing purposes, such as customizing ads for repeat visitors.
Updated April 8, 2021 by Per C.
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