Landing Page
Quick definition
A landing page is a standalone web page that a visitor arrives on after clicking an ad, email link, search result or other link, built around a single goal such as signing up, buying or downloading.
Landing page and homepage
A homepage serves many audiences and goals and carries full site navigation. A landing page is made for one audience and one action, often with fewer links, so there is less to distract from the call to action.
Elements of a landing page
- A headline that matches the promise of the ad or link that brought the visitor.
- Supporting copy that explains the benefit.
- A relevant image or video.
- Social proof, such as testimonials or customer logos.
- One primary call to action.
- A short form, if details are being collected.
- Trust and privacy information.
Measuring a landing page
The main measure is the share of visitors who complete the goal. To judge a page fairly, tag the incoming links by source and campaign so you can see which traffic converts, and test changes one at a time.
Example
A running-shoe store runs a search ad for “trail running shoes”. The ad links to a page showing only trail shoes, with the ad's wording in the headline and one “Shop trail shoes” button, instead of to the store's general homepage.
Related marketing terms
Related KPIs
Related tools
Campaign URL Builder
MarketingAdds campaign parameters to the link that points to the landing page, so analytics can credit visits to the right source and campaign. It does not build the page.
UTM Analyzer
MarketingPaste the final link to check which campaign parameters it carries before you launch.