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Type of web page
In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email 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 used for lead generation. The actions that a visitor takes on a landing page are what determine an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site. Landing pages are often linked to social media, e mail campaigns, search engine marketing campaigns, high quality articles or "affiliate account" 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. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number or an inquiry form. If a sale is required, the landing page will usually have a link for the visitor to click, which will then send them to a shopping cart or a checkout area. 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.

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 prospect. An email campaign can then be developed based on responses to transactional landing pages. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.

Landing pages originated with the IT departments of Microsoft in late 2003 in response to poor online sales of Office. The process was tedious and time consuming. As a result, in 2009, several startups, including Unbounce, were formed to simplify and streamline the process. The rise of cloud computing and e commerce around 2009 provided ideal conditions for these startups to flourish. Since then the customer requirements changed, requesting integrations with other solutions such as email marketing, lead nurturing and customer relationship management systems.

Landing pages often contain clear, concise action oriented headlines. A good landing page explains the product offer in a clear manner and places visual emphasis on the value of the product or service presented. Marketing experts recommend websites remove the navigation menu and limit internal and external links on the page. Any signup forms on the landing page should reflect the value of the offer. For example, a free offer or newsletter sign up form may only request an email address, whereas high value offers may have longer forms with more details required. They may also include a relevant image, animation or short video. These pages also tend to contain small icons (i. e. of Facebook or Twitter) to facilitate social media sharing.

With the proliferation of competing social media and music distribution platforms a minimal landing page referred to as a smart link has appeared. These are a short url, typically shared to existing fans, which leads to a landing page which only has links to the same content on multiple different platforms – enabling customers to choose where they complete their transaction.

Experimentation based LPO can be achieved using A/B testing, multivariate LPO and total experience testing. These methodologies are applicable to both closed and open ended experimentation.

Total experience testing, or experience testing, is a type of experiment based testing in which the entire website experience of the visitor is examined using technical capabilities of the website platform (e. g., ATG, Blue Martini Software, etc.). Rather than creating multiple websites, total experience testing uses the website platform to create several persistent experiences and monitors which one is preferred by the customers. An advantage of total experience testing is that it reflects the customer's total website experience, not just the experience with a single page. Two disadvantages are that total experience testing requires a website platform that supports experience testing, and it takes longer to obtain results than A/B testing and MVLPO.

Various eye tracking tools have proven that people scan webpages in various patterns, but one of the most common for both desktop and mobile being the letter F shape. This means that most website visitors see the top and left side of the screen in the first place and only then they move to other parts of the screen line by line. As the result, web developers are including the most important website content into first lines and first words of the website text to improve visitors understanding of overall content.

Message matching is the idea of matching the pre click message to the post click message on the landing page. The goal of message matching is to create a landing page that directs individuals to a page on a product or subject they are expecting. This could be done by displaying a statement to the visitors using the same keywords and the right images on the landing page that was found in the advertisement they clicked on. The messaging on the page reinforces the reason for their click, reducing or removing confusion and therefore increasing conversion rates. This improves overall user experience and reduces the bounce rate (individuals leaving the site without converting or navigating to another portion of the site) for the page. Good message matching can increase conversion by up to 50% in many cases.

Design matching takes the design on the display ad and repeats it on the landing page. Ensuring the look, feel and sentiment is the same in order to smooth the transition between clicking the ad and completing a conversion.