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In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.
There are two types of landing pages: reference and transactional.
A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements.
The purpose of the transactional landing page is to persuade a visitor to take action by completing a transaction. This is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the visitor’s email address to a mailing list as a future prospect. A transactional email campaign can be established in the future. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.