Landing Pages

A landing page is a specifically designed web page for a marketing campaign which is built specifically to boost conversion of a goal. (Typically a Customer Sign-up, Sale or Lead Generation)

The idea is to present the user with a page with a heavy emphasis on conversion which has all the information required for the user to make a decision to sign-up or make a purchase without needing to explore the full website.

When are landing pages used?

Landing pages are most commonly used in Display or Pay-per-click search advertising campaigns, where the CPA (Cost Per Acquisition) is key to meeting the return on investment (ROI) criteria.

In many situations we may run a number of different landing pages to test the performance of each before selecting the best performer for the campaign.