In Digital Marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Landing Pages are designed with a single focused objective – known as a Call to Action (CTA).
Different Types of Landing Page:
There are two basic structural types of landing page:
Lead Generation landing pages :(sometimes referred to as lead generation or lead capture pages) use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. It is used for B2B marketing.
Click-Through landing pages :Are typically used for e-commerce and have a simple button as the Call to Action.
Why Should I Use Landing Pages?
The short answer is because they help increase your conversion rates.
The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
Example:
Consider sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Every link on your page that doesn't represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
