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Concept
Landing page
Summary
In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email 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. A landing page may be part of a microsite or a single page within an organization's main web site.
Landing pages are often linked to social media, e-mail campaigns, search engine marketing campaigns, high quality articles or "affiliate account" 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 idea is to isolate the visitor in this landing page from any other distractions, like full website menu or "similar products", and surround the visitor with all available information about the targeted product to convince him to take action and get captured.
The "References" landing page type should be a transitional stage before the second type which is the "Transactional" Type.
Official source
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