What is a Landing Page?

We have discussed a lot about online marketing, analytics, PPC etc but landing page, commonly known as LP among online advertisers, is a most improtant thing in digital margeting.

In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
It is a website page that is created for one purpose - to persuade the site visitor to convert into a customer by making a sale, completing a form, signing up for a newsletter, etc.


Types of Landing Pages:
There are two types of landing pages:
1. Reference Landing Pages:
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 for providing enough information about the products offered. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities.



2. 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 usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough 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. The efficiency or quality of the landing page can be measured by its conversion rate (Percentage of conversions to clicks or visits). Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages.