Landing page optimization
Introduction
Landing page defines a page where a visitor enters a site. The landing page simply could be the home page. Most often it is a specially crafted page. The page a visitor is made to land could depend on various strategies, like
- User's origin and other browser data
- Data collected from visits to this and other websites (via cookies)
- The referrer page or email message, i.e. the button s/he clicked on to get there.
According to Wikipedia, “In online marketing a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link. Landing pages are often linked to from social media, email campaigns or pay per click (PPC) campaigns in order to enhance the effectiveness of the advertisements.”
Landing page optimization seeks to improve the so-called conversation rate, i.e. have users do something like buying an article, signing up, ordering more information, donating money etc.