Landing Page- What is it?

A landing page, as the name indicates is the page that appears when a visitor clicks on an advertisement or a search-engine result link. It could be home page, or any other page in your site. A landing page can be a reference landing page or a transactional landing page

A reference landing page displays information relevant to the visitor. This information can be in the form of text, images, relevant links, etc

A transactional landing page pursues the visitor to make some activity by filling up a form, registering, and signing up with information like an email address, a name and telephone number –to capture the lead and add it to their mailing list. Always be careful not to provide too many distractions in the form while registering, or you are likely to lose them before they sign up. This action by the visitor is referred as a conversion.

The landing page should have all of essential information that a website offers. Landing page should be focused on topic and important information should be provided in the beginning not at the end of the page as the internet users spend just a few second judging your page. Well crafted landing pages will always give a better conversion rate and you will definitely have a captive audience.

In the ad campaigns, the landing page is customized to measure the effectiveness of different advertisements like text ads, banner ads, sponsored links, ppc acmpaigns.The effectiveness can be best measured if:

• The landing page should not be connected with the website (home page, other webpages/site map)
• The page should not feature in the organic search engine result page.
• Should not be directly accessed by a visitor.

By doing this the accurate ROI can be easily tracked and the ad campaigns can be analyzed and managed well.