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from Wikipedia
In online marketing, a landing page, sometimes known as a "lead capture page" or a "lander", or a "destination page", is
a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.
The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or
link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an
advertiser's conversion rate.
Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to
enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or
leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the
company, usually a phone number, or an inquiry form. If a sale is required, the landing page will usually have a link for the
visitor to click, which will then send them to a shopping cart or a checkout area. By analyzing activity generated by the linked
URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
There are two types of landing pages: reference and transactional.
. A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic
compilations of relevant links, or other elements.
The purpose of the transactional landing page is to persuade a visitor to take action by completing a transaction. This
is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the
visitor’s email address to a mailing list as a prospect. An email campaign can then be developed based on responses to
transactional landing pages. The goal is to capture as much information about the visitor as possible. The ultimate goal is to
convert the visitor into a customer.
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