Landing Pages are pages optimized both for search engines and for the end user with a specific purpose; they usually contain a Call to Action or an invitation for the user to perform an action which can be that of:
- register to request more information
- register to join some services offered by the company
- buy online
- communicate information
The user normally accesses it after clicking a link or an advertising banner and the message must be immediately clear and in line with the previously clicked link, without distractions, outgoing links but with a well-defined path.
Landing pages are usually combined with an advertising campaign such as Pay per Click or e-mail marketing and the primary objective is to “convert” (make an action) as many surfers as possible; this data, called the conversion rate, is then measured and evaluated as an efficiency index of the landing page in question.