Term: "Landing Page"
Definition
In digital marketing, a landing page is a standalone web page, distinct from a website's main navigation, created specifically for the purposes of a marketing or advertising campaign. It is where a visitor "lands" after they click on a link in an email, ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Unlike general web pages, which typically have multiple goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (CTA). This simplicity is what makes landing pages the best option for increasing the conversion rates of marketing campaigns and lowering the cost of acquiring a lead or sale.
The content and layout of a landing page are tailored to guide visitors towards the CTA, making it as easy as possible for them to complete it. This could be anything from filling out a form, signing up for a newsletter, registering for a webinar, downloading a white paper, or making a purchase. Effective landing pages often use persuasive elements like testimonials, benefit-oriented copy, and engaging visuals to convince visitors to take action. By analyzing how visitors interact with the landing page, marketers can optimize elements over time to improve conversion rates and achieve their objectives more efficiently.