A Landing Page, sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement, or an email. The landing page will usually display sales copy that is a logical extension of the advertisement, search result or link. The sales copy should include a clear call-to-action (CTA).
Landing pages are often linked to social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The goal of a landing page is to convert site visitors into sales, email subscribers, or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact, usually a phone number, or an web form. If a sale is required, the landing page will usually have a link which will send them to an ecommerce site or directly to a product page. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
A well-designed landing page with good copy can be one of the most effective forms of online marketing.
Measuring the success of a landing page
There are several advanced methods for measuring landing page success, but in its simplest form you can do this:
# of people who saw landing page ad or email > # of click-thrus to landing page > # of people who performed the CTA > # of people who became customers (subscribers, leads etc.)