A landing page is the page on a website that a visitor lands on after clicking on a search result, link, or advertisement banner. A visitor that arrives on a landing page will often originate from social media sites, email or search engine marketing campaigns. These marketing tools should be used effectively to draw in visitors and converting them into buyers, such factors can make or break an eCommerce business.
Other terms for a landing page are “lead capture page” or a “lander”. The quality of a landing page determines whether or not a visitor will be converted into a buyer. The design, navigation and appearance of the page should convince the visitor to buy, look at more products, or provide follow up information, such as email addresses and newsletter sign-up.
Of the two types of landing pages, they are:
- Reference landing pages – These are informational web pages.
- Transactional landing pages – Customers are persuaded to complete a transaction on