Product management glosary

Landing Page

What is Landing Page?

Introduction

A landing page is a web page that a user lands on after clicking on a link or an advertisement. The purpose of a landing page is to convert the user into a customer by encouraging them to take a specific action, such as making a purchase, filling out a form, or subscribing to a newsletter.

Features of a Landing Page

A landing page typically has the following features:
  • A clear and concise headline that communicates the value proposition
  • A supporting subheadline that provides more information
  • A call-to-action (CTA) button that encourages the user to take action
  • A form or a way to collect user information
  • A visually appealing design that is consistent with the brand
  • No navigation menu or links that distract the user from the main goal

Types of Landing Pages

There are two main types of landing pages:
  1. Click-through landing pages: These pages are designed to encourage the user to click through to another page, such as a product page or a pricing page. Click-through landing pages are often used in e-commerce websites.
  2. Lead generation landing pages: These pages are designed to collect user information, such as name and email address, in exchange for a free resource, such as an e-book or a whitepaper. Lead generation landing pages are often used in B2B websites.

Benefits of a Landing Page

A landing page has several benefits for a business:
  • Increased conversion rates: A well-designed landing page can significantly increase the conversion rate by providing a clear and focused message to the user.
  • Improved user experience: A landing page that is optimized for the user experience can reduce bounce rates and increase engagement.
  • Better data collection: A landing page that collects user information can provide valuable data for the business, such as customer preferences and behavior.
  • Higher ROI: A landing page that is optimized for conversions can provide a higher return on investment (ROI) for the business by increasing sales and leads.

Conclusion

In conclusion, a landing page is a crucial element of a successful digital marketing strategy. By providing a clear and focused message to the user, a landing page can significantly increase the conversion rate and provide valuable data for the business. Whether it is a click-through landing page or a lead generation landing page, a well-designed landing page can provide a higher ROI and improve the user experience.