What is a Landing Page? – Definition and Application
In online marketing a landing page, or lead capture page, is a single web page that appears in response to clicking on an advertisement link. The landing page should display directed sales copy that is a logical extension of the advertisement or link.
- It can be a sales page, an email opt-in page, a video landing page, or even a content landing page designed to rank well in search engines.
Landing pages are often linked to from social media, email campaigns or pay per click (PPC) campaigns in order to enhance the effectiveness of the advertisements. The goal of a landing page is to convert visitors into sales.
Types of Landing Pages
There are two types of landing pages: reference and transactional.
Reference Landing Pages
A reference landing page presents information that is relevant to the visitor. This information can be in the form of, text, images and dynamic compilations of relevant links.
A special type of ‘reference landing page’ is the ‘webvert’, where the marketing goal focuses on lead generation and interaction with the visitor. Webverts consists of an advert, designed on the AIDA principle. The traffic is driven from Google Adwords and is designed for two specific marketing tactics:
- To attain high Google Adwords landing page quality scores.
- A clear call to action with a reply form or link.
Transactional Landing Pages
A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service.
If information is to be captured, the page will withhold information until some minimal amount of visitor information is provided, typically an email address to "capture the lead" and add the prospect to a mailing list.
- A visitor taking the desired action on a transactional landing page is referred to as a conversion.
Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages. Some of the testing methods used are A/B testing and multivariate testing.