Landing page

Definition

A landing page is a standalone web page created with a specific goal, often linked to marketing or advertising campaigns. Unlike standard website pages, landing pages are designed to drive a single action such as filling out a form, downloading a resource, or completing a purchase. Their focused design minimises distractions and guides visitors toward conversion.

For example, a business running a paid search campaign might direct users to a landing page that promotes one product with a call to action button to buy.

Advanced

Landing pages use optimisation techniques such as A/B testing, persuasive copywriting, and visual hierarchy to maximise conversions. Design elements often include strong headlines, concise messaging, testimonials, and trust signals. Tools like Unbounce, Instapage, and HubSpot help marketers create and test landing pages without requiring extensive coding.

Advanced strategies include personalisation based on user data, integration with CRM systems, and dynamic content that adapts to visitor behaviour. Marketers also track performance with heatmaps, funnel analytics, and attribution models to refine campaigns.

Why it matters

• Increases conversion rates by focusing on a single action.
• Provides measurable outcomes for marketing campaigns.
• Reduces bounce rates through targeted design.
• Aligns ad spend with clear business objectives.

Use cases

• Capturing leads through downloadable guides or whitepapers.
• Promoting limited time offers for e-commerce sales.
• Encouraging event registrations or webinar sign ups.
• Driving trial signups for SaaS platforms.

Metrics

• Conversion rate of visitors to desired actions.
• Bounce rate from campaign traffic.
• Cost per acquisition linked to campaigns.
• Time on page and engagement with content.

Issues

• Poorly designed landing pages reduce conversions.
• Slow loading times increase bounce rates.
• Lack of mobile optimisation impacts campaign ROI.
• Overcomplicated forms discourage signups.

Example

A SaaS company creates a landing page offering a free 14 day trial. The page features a clear headline, benefits list, and a call to action form. The targeted design doubles trial signups compared to the company’s homepage.