Landing pages often have a simple design and a primary call to action, such as "Learn More," "Download Now," or "Buy Today." The goal is to minimize distractions and guide the user to take a specific step. Some landing pages use the associated website template, while others may have a completely different design. They may be integrated into a website or published as "standalone" pages that do not link back to the primary site.
Examples of landing page entry points include:
- A sponsored search result
- A link in a marketing email
- A link in a YouTube video
- A button in an app, such as "Upgrade Now"
- A promotional URL in a physical mailing
Landing pages commonly include analytics code for tracking and marketing purposes. The analytics data may include things like source/referrer, IP address, platform, and link clicks. These metrics help marketers determine how effective each landing page is and can be used for remarketing purposes, such as customizing ads for repeat visitors.
Updated: April 8, 2021