Landing Page
A standalone web page that potential customers can “land” on when they click through from an
email, ad, or other digital location. A landing page aims to capture information from contacts in
exchange for something of value, such as a retail offer code or business-to-business (B2B)
insights in the form of a white paper. Landing pages are different from other web pages in that
they don’t live in the evergreen navigation of a website. They serve a specific purpose in a
specific moment of an advertising campaign to a target audience.
What is a landing page?
A landing page is a standalone web page that a person "lands" on after clicking through from an
email, ad, or other digital location.
Once they’re on your landing page, users are encouraged to take an action, such as joining your
list or buying your products. If the user takes the specific desired action, then your landing page
has succeeded in getting them to convert.
Typically, landing pages only encourage their users to take one such action, like to fill out the
custom signup form on the page. Why?
It’s because of what researchers call the “paradox of choice.” In simple terms, that means that the
more options you give people, the harder it is for them to make a decision and act.
Imagine you're offering a free ebook. But on your landing page, you also invite your users to
visit your blog and buy a product and check out your social media channels. With each ask, the
chances of your users downloading your new ebook grow slimmer because you've directed their
attention away from your primary objective.
On the extreme end, too many choices can overwhelm your users, causing them to stall and take
no action at all. This is why it’s critical to focus on a single call to action (CTA) rather than 3 or
4.
This is why a landing page should have a clear visual hierarchy and value proposition, and
should be tested for the best conversion optimization.
What makes a homepage different from a landing page?
There are a handful of things that set homepages and landing pages apart. Homepages have:
1. More links. On a typical homepage, you can find at least 10 links. There's often a navigational
menu at the top, links in the footer, and many in the page’s content. On a well-optimized
landing page, though, you'll usually find fewer links, and sometimes only one—the link that
allows your users to convert.
A standalone web page that potential customers can “land” on when they click through from an
email, ad, or other digital location. A landing page aims to capture information from contacts in
exchange for something of value, such as a retail offer code or business-to-business (B2B)
insights in the form of a white paper. Landing pages are different from other web pages in that
they don’t live in the evergreen navigation of a website. They serve a specific purpose in a
specific moment of an advertising campaign to a target audience.
What is a landing page?
A landing page is a standalone web page that a person "lands" on after clicking through from an
email, ad, or other digital location.
Once they’re on your landing page, users are encouraged to take an action, such as joining your
list or buying your products. If the user takes the specific desired action, then your landing page
has succeeded in getting them to convert.
Typically, landing pages only encourage their users to take one such action, like to fill out the
custom signup form on the page. Why?
It’s because of what researchers call the “paradox of choice.” In simple terms, that means that the
more options you give people, the harder it is for them to make a decision and act.
Imagine you're offering a free ebook. But on your landing page, you also invite your users to
visit your blog and buy a product and check out your social media channels. With each ask, the
chances of your users downloading your new ebook grow slimmer because you've directed their
attention away from your primary objective.
On the extreme end, too many choices can overwhelm your users, causing them to stall and take
no action at all. This is why it’s critical to focus on a single call to action (CTA) rather than 3 or
4.
This is why a landing page should have a clear visual hierarchy and value proposition, and
should be tested for the best conversion optimization.
What makes a homepage different from a landing page?
There are a handful of things that set homepages and landing pages apart. Homepages have:
1. More links. On a typical homepage, you can find at least 10 links. There's often a navigational
menu at the top, links in the footer, and many in the page’s content. On a well-optimized
landing page, though, you'll usually find fewer links, and sometimes only one—the link that
allows your users to convert.
