It’s the page your website visitors arrive at after clicking on a link. It could be your home page, or any other page in your site. Also known as a lead capture page. It appears when a user clicks on search engine result links or on an advertisement.

The main objective of a landing page is that, “Each page of a site indexed by search engines is ranked for any term and propels traffic to the site from search engines.”

You can customized the landing page to measure the effectiveness of different advertisements. You can control where people will be coming from. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates.

Landing Page should do wel. It should provide a customized sales pitch for the visitor. While making landing page Keep in mind that from where the person has come from, and who they are. It wil increase the chances of appealing the visitor and automatically your conversion rate will also goes up.The interest level of the visitor is maximized by matching the right visitor, the right place, and the right time.
Landing pages are useful for checking the effectiveness of paid ads and to supply copy, images.

There are two types of landing page, reference and transactional.

The main motive of ‘reference’ landing pages is to presents information that is relevant to the visitor. Pages may include display text, images, dynamic compilations of relevant links, or other online elements. Reference landing pages seek to fulfill the objectives of the publisher, whether it is content management in the case of associations, organizations, or public service entities. The effectiveness of reference landing pages can be measured by the revenue value of the advertising that is displayed on them.

A ‘transactional’ landing page will attempt to convince a visitor to complete some sort of activity such as filling out a form or interacting with advertisements or other objects on the landing page,or any other form of measurable action which would be desired by the advertiser, with the goal being the immediate or eventual sale of a product or service.

A visitor taking the desired action on a transactional landing page is referred to as a conversion. The desired action can take many forms, varying from site to site. For example sales of products, membership registrations, newsletter subscriptions, software downloads, or just about any activity beyond simple page browsing. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action.

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