In digital marketing, landing page is an individual web page that is created specifically for marketing campaigns or advertisement purposes. It is where a visitor “lands” after clicking a link from email, ads from Google, Bing, Instagram, Twitter or other similar sites on the web.
Unlike your run-of-the-mill web pages which have various goals and actively promote exploration for their users, landing pages are specifically designed so that users focus themselves on a single goal, also known as call-to-action (CTA).
By placing a great emphasis on a single goal, landing pages are the best choice for you in increasing conversion rate for your marketing campaigns.
You can also use landing pages as a way to find out what your users are looking for or what they are interested in. This way, a web owner can gather useful data for their next potential customers.
Lead generation landing pages are web pages used to register or collect users data. There are usually “Sign Up/Sign In” buttons within these pages so the users can enter their private information in the available input boxes. The registered information/data will then be saved in the system and used for marketing purposes.
Click-through landing pages are the most well-known and popular web pages commonly found on e-commerce or B2C marketing websites. These pages are usually designed with a single call-to-action button meant to persuade people to do something specific. Some of the captions on these CTA buttons are typically compelling such as “Book Now!”, “Add to Cart”, “Get a Promo” and much more. The navigational buttons on these pages are intentionally vague and restricted to limit the users’ activities.
